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Taxa de insucesso na implementação da estratégia empresarial: uma questão controversa

Publication . Cândido, Carlos; Santos, Sérgio Pereira dos

Vários autores estimaram taxas de insucesso na implementação de uma estratégia empresarial entre os 70 e os 90%. Estas estimativas foram usadas para propor alguns instrumentos novos de gestão e para abandonar outros. No presente artigo pretendemos demonstrar que, apesar de estas estimativas terem tido um impacto significativo na prática e na teoria da gestão, elas são, todavia, controversas. Pretendemos clarificar esta asserção e enfatizar que qualquer tentativa para produzir uma estimativa genérica da taxa de insucesso baseada no actual estado da arte tem pouco valor prático. Apoiados numa revisão extensa da literatura, concluímos que, não obstante ser amplamente reconhecida a dificuldade de implementar uma nova estratégia, ninguém sabe realmente qual a sua verdadeira taxa de insucesso. Muita desta incerteza resulta do facto de algumas das estimativas apresentadas na literatura se basearem em informação desactualizada, fragmentada, pouco fiável ou simplesmente inexistente. Recomenda-se, assim, alguma prudência no seu uso para promover modificações na prática e na teoria da gestão estratégica.

2009Journal article

Open access

Service Quality Strategy: Implementation in Algarve Hotels

Publication . Candido, Carlos

This chapter addresses the problem of service quality strategy implementation and undertakes a tentative validation of three models. The first focuses on service quality, as a function of quality gaps, while the second and third ones examine strategy implementation. The models aim to help to explain how to implement a service quality strategy that simultaneously avoids quality gaps and resistance to change. Sample data has been collected through questionnaires distributed within the population of four- and five-star hotels of the Algarve, Portugal. Descriptive statistics and statistical tests do not provide evidence against the models and thus support their validity, but raise concerns about some possible inconsistent management practices during the implementation of a quality strategy.

2010Book part

Open access

Is TQM more difficult to implement than other transformational strategies?

Publication . Cândido, Carlos; Santos, Sérgio Pereira dos

This paper aims to assess whether Total Quality Management (TQM) is harder to implement than other business strategies. In order to accomplish this objective we have adopted a two-stage methodology. Firstly, we carried out an extensive review of the literature to identify the rates of TQM implementation failure estimated by researchers and practitioners. Secondly, we compared these rates with those estimated for other organisation-wide transformational efforts and explored the extent to which the obstacles to TQM implementation and to the implementation of other business strategies differ. Based on the literature reviewed and on the comparative analyses performed, we conclude that while it is widely acknowledged that the implementation of TQM can be a difficult task, significant uncertainty remains as to what the exact rate of failure is. Furthermore, the analyses suggest that the rates of failure and obstacles to TQM implementation are similar to those presented by other business strategies, and therefore, there seems to be no grounds to assume that TQM is more difficult to implement than other business strategies. These findings have implications for researchers and practitioners and open up several avenues for further research, which are also discussed in this paper.

2011Journal article

Open access