Eventos prejudiciais à reputação corporativa: um estudo exploratório utilizando a técnica de vinhetas
DOI:
https://doi.org/10.12795/Ambitos.2019.i44.03Keywords:
Eventos Prejudiciais à Reputação, vinhetas, Investigação Qualitativa, Pesquisa Exploratória.Abstract
Este artigo tem como objetivo explorar, por meio de uma investigação qualitativa, a percepção de gestores de alianças estratégicas sobre como eventos prejudiciais à reputação de parceiros de negócios afetam as parcerias. Além disso, este artigo se propõe a discutir a utilização de vinhetas como uma técnica a ser utilizada em um estudo exploratório. Para atingir este objetivo, foi operacionalizado um estudo que teve como contexto o setor farmacêutico, no qual foram realizadas entrevistas em quatro empresas brasileiras. Na coleta de dados foram utilizadas vinhetas. A técnica de vinhetas é ideal para ser utilizada em situações em que é preciso compreender o julgamento do participante sobre uma determinada situação-estímulo. Neste sentido, nas entrevistas, buscou-se explorar a percepção de gestores de alianças estratégicas com relação a eventos prejudiciais à reputação corporativa do parceiro nas alianças. As transcrições literais, resultantes das entrevistas, foram analisadas com o uso do aplicativo NVivo, nas etapas de preparação dos dados, codificação, análise das respostas dos entrevistados e elaboração do relatório para apresentação dos resultados. Como principal resultado obtido destaca-se o papel da repercussão de um evento prejudicial à reputação nos meios comunicação como um importante determinante para a tomada de decisão dos gestores de alianças estratégicas. Este estudo também foi bem sucedido em demonstrar que o uso de vinhetas de maneira qualitativa é uma técnica adequada para ser utilizada em estudos exploratórios.
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