Aplicação do mapeamento cognitivo como apoio à implementação de estratégias empresariais: o caso de uma organização hospitalar

• Ano de defesa: 2007
• Autor(a) principal: Guimarães, Fernanda de Menezes
• Orientador(a): Hansen, Peter Bent
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica do Rio Grande do Sul; Porto Alegre
• Palavras-chave em Português: ADMINISTRAÇÃO HOSPITALAR; ADMINISTRAÇÃO - ESTRATÉGIAS; MAPAS COGNITIVOS (PSICOLOGIA)
• Link de acesso: http://hdl.handle.net/10923/1129

Due to the globalized context in which corporations are nowadays immersed, it is essential to implement strategies which may represent a market differential. However, this implementation is a hard process which may cause the strategy to fail. This research aimed at evaluating the application of the Cognitive Mapping as an organizational tool to identify the factors affecting strategy implementation within a hospital. Case study was the methodology used to perform the research in a private hospital. Eight semi-structured interviews were applied (Stage 1) and nine cognitive maps were prepared (Stage 2) with different persons from 3 hierarchical levels (strategic, tactic and operational). The results obtained were then compared from the interviews synthesis per hierarchical level and the Aggregated Cognitive Maps per level. When analyzing the results, it was noted that the Cognitive Maps showed a wider differentiation in the individuals’ logical reasoning among the three hierarchical levels when compared to the interviews. In the strategic level, the business micro-vision was highlighted; in the tactical level, functional issues and implementation logistics; and, in the operational level, the focus in in loco performance issues. The Cognitive Maps showed 9 factors affecting the evaluated strategy implementation: people’s involvement and commitment, result-based recognition, discipline and ability, planning, kind of leadership, strategy communication to everybody, strategy clearness, organizational culture and organizational structure. Findings show the Cognitive Mapping is a suitable tool to identify the factors affecting strategy implementation, as they deepen the reflexive thinking on the subject.