Comportamento estratégico : uma análise nas empresas de economia criativa do setor de artes cênicas em Sergipe

Abstract

This work consists on an investigation of strategic management in enterprises in which creativity is considered a fundamental input. After extensive review of the literature on strategy, and given a practical access to the field of creative industries, I selected, as object of the present research, a strategic behavior analysis model of creative industries in performing arts, specifically theater. For such, I conducted a strategic behavior analysis of three theater companies, based on Miles and Snow (1978)’s strategic behavior model. This is an exploratory and descriptive qualitative work based on the study of multiple cases. Results showed that, depending on the analytical category in question, the companies revealed more or less converging strategic attitudes. Internally, there is no homogeneity among their behavior regarding problems of “entrepreneurship”, “engineer” and “administration”, as proposed by Miles and Snow. This made the categorization of these companies’ strategic postures that much difficult. Nevertheless, a comparative analysis of the cases showed that although these companies’ characteristics did not fall into the categories proposed in Miles and Snow’s model, there is a predominance of analytic elements that bring these companies closer to “Defensive” and “Analytical” strategic behavior types.