Estratégia e transformação organizacional: estudo de caso do Banco do Brasil em sua inserção no segmento concorrencial corporate

Abstract

Abstract: This work aims to understand the characteristics of the current banking market from the perspective of the insertion of Banco do Brasil (BB), the largest bank in the national financial sector, in the Wholesale Banking market. Based on a theoretical reference on strategy, it seeks to describe and analyze Banco do Brasil's pattern of decisions regarding the model and structure of its service to legal entity clients called corporate, in the period from 1995 to 2003. Methodologically, the work involves research explanatory, documental and bibliographical history carried out with Banco do Brasil. Semi-structured interviews with open questions with the company's main executives involved in BB's transformations in the competitive segment of Wholesale Banks supported the case study. The work is divided into an introduction, three chapters and a conclusion. In the introduction, the objectives and methodology used are presented. The first chapter presents the theoretical references on organizational transformation and strategy, with a special focus on the second theme. The second deals with the transformations of the national financial system, the environment in which BB was inserted in its restructuring process. The third chapter deals with the BB case study. And finally, the main conclusions and considerations about the research are presented in the last chapter.