Resumen

ROMAN MUNOZ, Olga Herminda  y  PATINO VARGAS, César Augusto. Transforming the Strategy in the Age of Conversation. Rev. Cient. Gen. José María Córdova [online]. 2013, vol.11, n.12, pp.61-78. ISSN 1900-6586.

In order to identify the elements that allow the alignment of competitive strategy withorganizational structure and culture, the paper considers the study of six superettes [super(market) +diminutive -ette, 'village store' or 'minimarket' with some of the self-service features of a supermarket(editor's note)] located in the Valle del Cauca, Colombia, under the case study methodology, duringthe period between October 2011 and July 2013. The assumption is that in this business, there mustbe some formal strategic planning model that has allowed them to be competitive and adaptable tochange, because despite the entry of large multinationals and modern surfaces, they have followeda process consolidation and expansive growth. However, unlike a formal model, one of the mostimportant results found in the research, has to do with the imperative of looking at organizations witha systemic approach and consider the transformation of the concept of strategy from a foundation ofcultural because we are facing a new kind of people, whether they are employees, customers or otherstakeholder group , which interact by the media in the so-called Age of Conversation.

Palabras clave : Strategy; Structure; Organizational Culture; Strategic Thinking; Age of Conversation; Superettes; Stratégie; structure; culture organisationnelle; pensée stratégique; l'ère de la conversation; supérettes.

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