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A interligação entre a Estratégia de Personal Branding da Geração Millennials e a Estratégia Competitiva do BCP como fator de Sucesso Organizacional - Estudo de caso no Millennium BCP
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O objetivo da investigação é analisar o elo de relação entre duas Estratégias: a Estratégia de
Personal Branding na geração Millennials e a Estratégia Competitiva do Millennium BCP, e
perceber em que medida essa relação pode favorecer o sucesso da organização.
Será estudado o conceito de Estratégia, partindo da análise da estratégia em geral para uma
vertente mais prática, nomeadamente, da Teoria Geral da Estratégia para a estratégia
aplicada ao âmbito empresarial e ao Personal Branding em Jovens Millennials.
Teoricamente, procurou-se estudar a estratégia geral desde as suas raízes, analisar o
potencial da estratégia no âmbito empresarial, estudar o conceito da estratégia de Personal
Branding, bem como, identificar diferenças geracionais e caracterizar os Millennials em
Portugal.
Esta investigação adotou uma combinação entre metodologia qualitativa e quantitativa.
Recorre à metodologia qualitativa, que lhe permite construir análises a partir de pontos de
vista particulares para a compreensão de um problema. Mas, pelo recurso a técnicas de
amostragem, nomeadamente, pelo inquérito por questionário, também usou metodologia
quantitativa.
Para investigar os pontos fortes e fracos do objeto em estudo - Grupo Millennium foi
utilizada a técnica de análise SWOT, além de que é ferramenta que permitiu analisar o
contexto competitivo da Organização. Outro instrumento utilizado para analisar o Personal
Branding, foi o inquérito por via de questionário a colaboradores do Millennium
pertencentes à geração de jovens Millennials. Ainda, com o propósito de analisar a visão
estratégica do banco, foi elaborada uma entrevista de elite qualitativa e semiestruturada, ao
líder executivo da organização.
Por fim, foi analisado de que forma a Estratégia de Personal Branding dos Millennials
colaboradores do Millennium possibilita sucesso à empresa, criando um quadro conceptual
dirigido ao banco, para integração no seu Plano Estratégico, com exemplos concretos da
aplicabilidade desta Estratégia em interligação com a Estratégia Competitiva do Millennium.
The goal of the investigation is to analyze the correlation between two strategies: The Personal Branding Strategy in the Millennial generation and the Competitive Strategy of Millennium BCP, to understand how it can contribute to the organization’s success. The concept of Strategy will be studied, in a first instance, using an analysis of strategy in general, which focuses on a more practical aspect, namely, the General Theory of Strategy for strategy applied to the business environment and Personal Branding in Young Millennials (YM). Theoretically, we sought to study the general strategy from its roots, analyzing the potential of the strategy in a business context, studying the concept of Personal Branding strategy, as well as identifying generational differences and characterizing the Millennial generation in Portugal. This investigation adopted a combination of qualitative and quantitative methodologies. Using qualitative methodology, allowed us to construct analyzes from different points of view to understand the problem. Consequently, by using sampling techniques, specifically questionnaire surveys, quantitative methodology was also used. To analyze the strengths and weaknesses of the study in question - Millennium Group, the SWOT analysis technique was used as it provides a tool for analyzing the competitive context of organizations. Another instrument used in the study to analyze Personal Branding, was a questionnaire survey of Millennium employees who belong to the young Millennial generation. Moreover, with the purpose of analyzing the bank's strategic vision, a qualitative and semi-structured elite interview was prepared with the organization's executive leader. Finally, it was analyzed how the Personal Branding Strategy of Millennial employees at Millennium, enables success for the company, creating a conceptual framework aimed at bank, for integration into its Strategic Plan with concrete examples of the applicability of the Personal Branding Strategy in interconnection with the Millennium Competitive Strategy.
The goal of the investigation is to analyze the correlation between two strategies: The Personal Branding Strategy in the Millennial generation and the Competitive Strategy of Millennium BCP, to understand how it can contribute to the organization’s success. The concept of Strategy will be studied, in a first instance, using an analysis of strategy in general, which focuses on a more practical aspect, namely, the General Theory of Strategy for strategy applied to the business environment and Personal Branding in Young Millennials (YM). Theoretically, we sought to study the general strategy from its roots, analyzing the potential of the strategy in a business context, studying the concept of Personal Branding strategy, as well as identifying generational differences and characterizing the Millennial generation in Portugal. This investigation adopted a combination of qualitative and quantitative methodologies. Using qualitative methodology, allowed us to construct analyzes from different points of view to understand the problem. Consequently, by using sampling techniques, specifically questionnaire surveys, quantitative methodology was also used. To analyze the strengths and weaknesses of the study in question - Millennium Group, the SWOT analysis technique was used as it provides a tool for analyzing the competitive context of organizations. Another instrument used in the study to analyze Personal Branding, was a questionnaire survey of Millennium employees who belong to the young Millennial generation. Moreover, with the purpose of analyzing the bank's strategic vision, a qualitative and semi-structured elite interview was prepared with the organization's executive leader. Finally, it was analyzed how the Personal Branding Strategy of Millennial employees at Millennium, enables success for the company, creating a conceptual framework aimed at bank, for integration into its Strategic Plan with concrete examples of the applicability of the Personal Branding Strategy in interconnection with the Millennium Competitive Strategy.
Descrição
Dissertação para obtenção de grau de Mestre em Estratégia
Palavras-chave
Estratégia Personal Branding Geração Millennials Sucesso Strategy Personal Branding Millennials Generation Success