Definição da estratégia

: modelo playing to win

Abstract

Strategy is an indispensable component for the performance and survival of the organizations in an increasingly competitive world. Its definition provides guidance to companies, establishing objectives and goals that steer all their activities and decisions. Martin and Lafley (2013), introduced the "Playing To Win" model, aiming to simplify the concept of strategy and offer a robust framework for its formulation. This model is highly valued for its simplicity and capacity to assist companies in translating their vision into strategic choices. Given the passage of time and the opportunity for the development of new perspectives on the conceptualization of winning strategies in organizations, it was deemed relevant to ascertain whether the "Playing To Win" model remains updated. This research addresses the question: "Is it possible to enhance the Playing To Win model a decade after its launch?". Therefore, a qualitative approach was adopted, utilizing the case study of DHL, interviews with experts in management control, and a focus group with business consulting professionals as data collection techniques. Data analysis revealed opportunities for improvement to the model and new insights into its constituent concepts. The results offer valuable insights for managers, consultants, and academics interested in the field of strategy. This study is expected to also contribute to the ongoing refinement of the strategy definition process by providing an alternative and adjusted conceptualization of the Playing To Win model.

Date of Award	15 Dec 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Luís Marques (Supervisor)