IMPLEMENTAÇÃO E EXECUÇÃO DA ESTRATÉGIA CORPORATIVA: UM ESTUDO DA EXPANSÃO DA BASE DE CLIENTES PESSOAS JURÍDICAS EM AGÊNCIAS BANCÁRIAS IMPLEMENTATION AND EXECUTION OF CORPORATE STRATEGY: A STUDY OF THE EXPANSION OF THE CUSTOMER BASE IN CORPORATE BANKING AGENCIES

The use of strategies to set directions and goals, as well as to plan for the future is inherent in organizations. Most managers have a much greater knowledge on how to develop a strategy of how to implement it and make it work. The formulation of the strategy should be consistent, clear and focused. Controls and monitoring are intended to demonstrate this integration. The present study aims to examine the strategic alignment in bank branches as well as the actions taken to meet the targets. Part of this study also examines how corporate strategy is communicated, implemented and as the main responsible and respective structures respond to these procedures and also identify best practices in the banks studied, considering the strategic goal of growing customer base corporations. The research methodology used in the article was done through interviews with managers and was conducted in fifteen branches of medium and large companies located in the city of Curitiba, State of Parana, Brazil. The results show that the corporate strategy is synergy with the efforts at the operational level. Barriers and constraints to successful implementation were identified in the study as well as best practices identified in the banks studied.