A estratégia de desinvestimento da empresa Ford no Brasil e as representações sociais dos stakeholders

Abstract

This article has as its theme the corporate strategic change with a focus on the divestment strategy. In this study, the definition of strategy is adopted as the formation of a singular position of the firm. This position involves a set of diverse activities and is based on distinguishing the company from the competition. Since the end of the 20th century, it is considered that the strategic decisions of an organization are influenced and influence the needs, interests and values of stakeholders. This study seeks to answer the following research problem: how was the closure of Ford's car production in Brazil represented by the different stakeholders? Its general objective is to analyze the social representations of the closure of Ford's car production in Brazil from the perspective of stakeholders. The research is based on studies in the field of administration about the divestment strategy and studies on social representations in the field of social psychology. The methodology used was the case study method, from a qualitative approach to research data. For data collection, the principles of document research and Internet research were used to search for publications in professional news portals and videos on the Youtube platform on the subject. The analysis of the researched material made it possible to identify different representations of stakeholders who were based on their culture, beliefs and values. It was also verified how Ford influenced the history and the struggle, both individual and collective, in the daily lives of individuals who dedicated themselves to the automaker for years.