Uma leitura comunicacional da estratégia na perspectiva sistêmico-discursiva

Abstract

This thesis presents a communicational approach to the organizational strategy. As a traditional object of administrative and economic approaches, the strategy was investigated from an epistemic-methodological perspective which emphasized communication. Grounded in the systems theory of Niklas Luhmann, in the social dimension of language and in the discursive approach of Eliseo Verón, the systemic-discursive perspective enabled the exploration of communication elements, which were articulated in a theoretical model focused on understanding the organizational strategy. Based on the systemic-discursive perspective, the organization was understood as a social system consisted of communication in the form of decision. From this conception of organization, it was possible to arrive at a set of procedural elements that appears to contribute to organization s creation and maintenance. These elements were articulated in a theoretical model which we called decisional communication network. Understanding that organizational strategy consists of decisions facing the differentiation and growth of the organization, we discuss how these decisions are interconnected and self-referentialized in systemicdiscursive processes. To illustrate the model application we explored and analyzed texts on the strategy of an organization: the Grupo Paquetá