The process of strategic change and adaptation

The purpose of this book is to present a case study carried out in a company in the field of scientific medical refrigeration, located in the city of Santa Rosa, RS. The aim of the study was to identify the types of innovation, based on Wang and Ahmed’s (2004) model, in the period between 2001 and 2016, which led to changes in the company’s strategic positioning over the period under analysis. The periods of strategic change were analyzed using the three dimensions of Pettigrew, Ferlie and McKee’s methodology (1992), context, content and process, using the longitudinal and historical analysis of direct research procedures (MINTZBERG, 1979). Based on the data collected, the organization can be classified into three strategic periods. The results showed that in the first period the organization presented market innovation, in the second period product innovation at a radical and incremental level, as well as strategic and behavioural innovation and the third period was again made up of product innovation.