Estudo sobre a utilização da informação gerencial nas decisões de posicionamento estratégico : uma pesquisa na indústria de calçados de Jaú-SP

Abstract

The study of the use of the management information in the decisions of the strategic disposition by the footwear Industry of Jaú - SP - investigates the use of the management information in a systemic process. The population of the research was limited to the formal footwear Industry comprehending Jaú and neighbouring cities, both located in the center-west of São Paulo State, which during several decades, cultivated this economical activity causing Jaú to be renowned as the Women Footwear National Capital. As an incentive to the research the great entering of hand-made Asian products, mostly footwear, brings about some apprehension about the local Industry competitiveness condition, at first taking the research to revision of the techniques of strategical management which could make the systemic use of the management information evident in the search for competition advantages. Expecting to create a census, questionaires were both handed out as well as made available in the Internet, where only 41 Industries answered to the calling, translating what would be a census into an aleatory sample. After this gathering, the questionaire involving 24 questions on the structure and organization aspects, was then treated statistically, with the creation of frequency tables, to define the entries for the treatment of the Chi-Squared tests, homogeneity and independency - crossing a series of variants and testing the results obtained. In the search for the strategic disposition, it was possible to make it evident that factors related to the experience of the entrepreneurs, period of existence of the firms, and the fact of belonging to a footwear center, are the main tools in the generation of management information capable to help in the decisions of strategic disposition, however, issues such as the low number and qualification of administrative employees impair the organization structure of these Industries, jeopardizing the use this management information. Negative factors to the research were made clear through the analysis which points out the lack of planning and strategic controlling, the lack of information about competition, the lack of indicators which proves the business performance and mostly the lack of knowledge about skills and competences which must be created to guarantee the profits and the continuity of its future activities. As a main result of the research, it is understood that this area of business has management information, however, not enough to bear the necessary decisions in the strategic disposition of this Industry.