Ferramentas de gestão estratégica em emissoras de rádio: limites e contribuições

Abstract

The research discusses the possible contributions of strategic management tools in a group of radio stations, considering the context of changes in which the broadcasting sector is currently inserted. The objective of the research was to investigate how strategic management tools can contribute to the management of a group of radio stations in order to enable their permanence as a viable and competitive means of communication in the broadcasting market. In methodological terms, a qualitative study of a bibliographic and documentary nature was chosen, in which a case study was carried out with a group of radio stations in the state of Goiás. The theoretical study contemplated the concept of strategy and its application in organizational management, highlighting the main strategic management tools used in the business context. It also involved a study about broadcasting and the changes resulting from new technological resources, especially the internet, transforming the communication sector and requiring radio stations to adopt new strategies to remain in the market. Finally, a case study was carried out with the RDR Group, where several management documents were analyzed (Strategic Planning, Administrative Planning, Commercial Planning, Market Research, among others), in order to identify whether the Group has used the tools of strategic management and how these have contributed to their results. It was possible to show that the RDR Group makes use of some strategic management tools such as Strategic Planning and SWOT Analysis, maintaining a formal planning system that considers the scenario in which it is inserted and the factors that impact it. However, other tools can still be used in its management, such as the Balanced Scorecard. It is believed that this tool could better systematize the necessary balance between the financial variables, internal processes, customers and learning and growth, improving the organization's management process and positively impacting its results.