Estratégias procíclicas e anticíclicas no desempenho de MPMes em contexto de crise: Um estudo a partir da pandemia do COVID-19
DOI:
10.14211/regepe.esbj.e2399Palavras-chave:
Crise, Desempenho, Pequena e Média Empresa, COVID-19Resumo
Objetivo: Investigar o impacto de estratégias procíclicas e anticíclicas no desempenho de MPMEs no contexto da crise de Covid-19. Método/Abordagem: quantitativo, amostral, com 118 micro, pequenas e médias empresas de Minas Gerais, Brasil. Utilizou-se o aporte de análise da correlação de spearman e análise de regressão linear múltipla. Principais Resultados: no período dominado pela pandemia (2020/2021), as estratégias anticíclicas apresentaram desempenho superior àquelas que utilizam estratégias procíclicas. Contribuições teóricas/metodológicas: Embora a literatura explore as estratégias procíclicas, estudos que associam a influência de estratégias procíclicas e anticíclicas ao desempenho organizacional ainda são raros. Esta lacuna é ainda mais evidente quando são consideradas MPMEs em contextos de crise. Ao associar dimensões ainda novas, como recursos humanos, marketing e produção, entre outras, este artigo ajuda a preencher lacunas associadas, ainda hoje, à falta de trabalhos que busquem modelos integrados capazes de melhor compreender o impacto das crises, como o COVID-19. Relevância/Originalidade: o artigo inova ao associar, no contexto da literatura sobre crise, os dois tipos de estratégias (anticíclica e procíclica), na elaboração e teste de um modelo analítico integrado, composto de diferentes variáveis, e passível de ser utilizado não apenas em novas pesquisas como, também, no contexto empresarial. Contribuições sociais/de gestão: ao demonstrar que cortes de investimentos em marketing e outras áreas produzem efeitos adversos no desempenho, e que as organizações se beneficiam ao manter funcionários em vez de demiti-los, este estudo lança luz sobre a relevância de estratégias anticíclicas, que ainda precisam ser melhor exploradas.
Downloads
Referências
Ang, S. H., Leong, S. M., & Kotler, P. (2000). The Asian Apocalypse: Crisis Marketing for Consumers and Businesses. Long Range Planning, 33(1), 97–119. https://doi.org/10.1016/S0024-6301(99)00100-4
Apaydin, F. (2011). Changes in Marketing Strategies and Performance Outcomes of Turkish Firms in 2008 Global Economic Recession. International Business Research, 4(4), 104–114. https://doi:10.5539/ibr.v4n4p104
Arellano, C., & Mendoza, E. G. (2019). Credit frictions and ‘sudden stops’ in small open economies: An equilibrium business cycle framework for emerging markets crises. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.1807610.
Bonatto, F., de Resende, L.M.M., & Pontes, J. (2020), Relational governance in supply chain: a systematic literature review. Benchmarking, 27(6), 1711–1741. https://doi.org/ 10.1108/BIJ-01-2019-0033
Borisova, V. V, Panfilova, E. E., Zhukov, P. V, Matulis, S. N., Matveev, V. V., & Teymurova, V. E. (2019), Information support in the enterprise risk management. International Journal of Management and Business Research, 9(1), 158–169.
Bromiley, P., Navarro, P., & Sottile, P. (2008). Strategic business cycle management and organizational performance: A great unexplored research stream. Strategic Organization, 6(2), 207–219. https://doi.org/10.1177/1476127008090011
Bundy, J., & Pfarrer, M. D. (2015). A burden of responsibility: The role of social approval at the onset of a crisis. Academy of Management Review, 40(3), 345–369. https://doi.org/10.5465/amr.2013.0027
Cantele, S., & Zardini, A. (2018). Is sustainability a competitive advantage for small businesses? An empirical analysis of possible mediators in the sustainability–financial performance relationship. Journal of Cleaner Production, 182, 166–176. https://doi.org/10.1016/j.jclepro.2018.02.016
Casillas, J. C., Moreno-Menéndez, A.M., Barbero, J. L., & Clinton, E. (2019). Retrenchment Strategies and Family Involvement: The Role of Survival Risk. Family Business Review, 32 (1), 58–75. https://doi.org/10.1177/0894486518794605
Chabossou, A. F. C., Nonvide, G. M. A., Lokonon, B. O. K., Amegnaglo, C. J., & Akpo, L. G. (2021). COVID-19 and the Performance of Exporting Companies in Benin. European Journal of Development Research, 34(2):828-842. https://doi.org/10.1057/s41287-021-00395-z.
Chawinga, W. D., & Chipeta, G. T. (2017). A synergy of knowledge management and competitive intelligence: A key for competitive advantage in small and medium business enterprises. Business Information Review, 34(1), 25–36. https://doi.org/10.1504/IJBIS.2020.10025102
Cochran, W. G. (1977). Sampling Techniques, 3rd edn. Wiley. New York.
Cohen, J. (2013). Statistical Power Analysis for the Behavioral Sciences, Academic Press. https://doi.org/10.1016/C2013-0-10517-X
Conti, C. R., Goldszmidt, R., & de Vasconcelos, F. C. (2015). Strategies for superior performance in recessions: Pro or counter-cyclical? RAE Revista de Administração de Empresas, 55(3), 273–289. https://doi.org/10.1590/S0034-759020150304
Coombs, W. T., & Holladay, S. J. (2010). The Handbook of Crisis Communication. Wiley-Blackwell. https://doi.org/10.1002/9781444314885.
Crick, J. M., & Crick, D. (2020). Coopetition and COVID-19: Collaborative business-to-business marketing strategies in a pandemic crisis. Industrial Marketing Management, 88, 206–213. https://doi.org/10.1016/j.indmarman.2020.05.016
Doern, R. (2016). Entrepreneurship and crisis management: The experiences of small businesses during the London 2011 riots. International Small Business Journal: Researching Entrepreneurship, 34(3), 276–302. https://doi.org/10.1177/0266242614553863
Eggers, F. (2020). Masters of disasters? Challenges and opportunities for SMEs in times of crisis. Journal of Business Research, 116, 199– 208. https://doi.org/10.1016/j.jbusres.2020.05.025
Ferreira, W., Vale, G. & Bernardes, P. (2021). Innovation, Ruptures and Economic Cycles in Technology Platforms: Proposition of an analytical framework.. Organizações & Sociedade, 28, 495-518. https://doi.org/10.1590/1984-92302021v28n9802pt.
Ferreira, W., Vale, G. & Corrêa, V. (2022). Diffusion of Innovation in Technological Platforms: The Uber Case. BAR - Brazilian Administration Review, 19. https://doi.org/10.1590/1807-7692bar2022210101.
Gephart Jr., R. P., Van Maanen, J., & Oberlechner, T. (2009). Organizations and risk in late modernity. Organization Studies, 30(2–3), 141–155. https://doi.org/10.1177/0170840608101474
Geroski, P., & Gregg, P. (1993). Coping the Recession. National Institute Economic Review, 146(1), 64–75. https://doi.org/10.1177/002795019314600105
Gil, A. C. (2002). Como Elaborar Projetos de Pesquisa, 4a., Atlas, São Paulo.
Hair, J., Hult, G. T. M., & Ringle, C. M. (2013), A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), Sage Publications (CA), Newbury Park.
Hair, J. F., & Fávero, L. P. (2019). Multilevel modeling for longitudinal data: concepts and applications. RAUSP Management Journal, 54(4), 459–489. https://doi.org/10.1108/RAUSP-04-2019-0059
Hall, R. E. (2005). Employment fluctuations with equilibrium wage stickiness. American Economic Review, 95(1), 50–65. https://doi.org/10.1257/0002828053828482
Herbane, B. (2019). Rethinking organizational resilience and strategic renewal in SMEs. Entrepreneurship and Regional Development, 31(5–6), 476–495. https://doi.org/10.1080/08985626.2018.1541594
Ivashina, V., & Scharfstein, D. (2010). Bank lending during the financial crisis of 2008. Journal of Financial Economics, 97(3), 319–338. https://doi.org/10.1016/j.jfineco.2009.12.001
Jaques, T. (2009). Issue management as a post-crisis discipline: Identifying and responding to issue impacts beyond the crisis. Journal of Public Affairs, 9(1), 35–44. https://doi.org/10.1177/0149206316680030
Kahn, W. A., Barton, M. A., & Fellows, S. (2013). Organizational crises and the disturbance of relational systems. Academy of Management Review, 38(3), 377–396. https://doi.org/10.5465/amr.2011.0363
Kaszowska-Mojsa, J. (2020). Innovation strategies of manufacturing companies during expansions and slowdowns. Entrepreneurial Business and Economics Review, 8(4), 47–66. http:// doi.org/10.15678/EBER.2020.080403
Kiselitsa, E. P., & Shilova, N. N. (2016). Economic technology of enterprise risk management based on information support for their activity. Journal of Internet Banking and Commerce, 21(S3), 14.
Klyver, K., & Nielsen, S. L. (2021). Which crisis strategies are (expectedly) effective among SMEs during COVID-19? Journal of Business Venturing Insights, 16. https://doi.org/10.1016/j.jbvi.2021.e00273
Kuckertz A., Brändle L., Gaudig A., Hinderer S., Morales Reyes C. A., Prochotta A., Steinbrink K. M. , Berger E. S. C. (2020). Startups in times of crisis – A rapid response to the COVID-19 pandemic. Journal of Business Venturing Insights, 13. https://doi.org/10.1016/j.jbvi.2020.e00169.
Kurschus, R. J., Sarapovas, T., & Cvilikas, A. (2015). The criteria to identify company’s crisis in SME sector. Engineering Economics, 26(2), 152–158. http://doi.org/10.5755/j01.ee.26.2.8779
Kusa, R., Duda, J., & Suder, M. (2022). How to sustain company growth in times of crisis: the mitigating role of entrepreneurial management. Journal of Business Research, 142, 377-386. https://doi.org/10.1016/j.jbusres.2021.12.081
Lamey, L., Deleersnyder, B., Steenkamp, J. E. B. M., & Dekimpe, M. G. (2012). The effect of business cycle fluctuations on private-label share: What has marketing conduct got to do with it? Journal of Marketing, 76(1), 1-19. https://doi.org/10.1509/jm.09.0320
Landis, J.R., & Koch, G. G. (1977). The measurement of observer agreement for categorical data. Biometrics, 33(1), 159–174. https://doi.org/10.2307/2529310
Larson, E. C., & Vieregger, C. (2021). The strategic dilemma of counter-cyclical capital investment. Global Business and Economics Review, 24(4), 317–343. https://doi.org/10.1504/GBER.2021.115802
Latham, S., & Braun, M. (2011). Economic recessions, strategy, and performance: a synthesis. Journal of Strategy and Management, 4(2), 96–115. https://doi.org/10.1108/17554251111128592
Liu, Y., Shankar, V., & Yun, W. (2017). Crisis management strategies and the long-term effects of product recalls on firm value. Journal of Marketing, 81(5), 30–48. https://doi.org/10.1509/jm.15.0535
Lopes, F.C., & Carvalho, L. (2021). Intangible assets and business performance in Latin America. RAUSP Management Journal, 56(4). https://doi.org/10.1108/rausp-02-2020-0024.
Ma, B., & Zhang, J. (2022). Tie strength, organizational resilience and enterprise crisis management: An empirical study in pandemic time. International Journal of Disaster Risk Reduction, 81(15). https://doi.org/10.1016/j.ijdrr.2022.103240.
Malhotra, N. K. (2011). Pesquisa de Marketing: Uma Orientação Aplicada, Bookman.
Mann, M., & Byun, S. E. (2017). To retrench or invest? Turnaround strategies during a recessionary time. Journal of Business Research, 80, 24–34. https://doi.org/10.1016/j.jbusres.2017.06.018
Martínez Serna, M. C., & García Guerra, A. (2021). Environmental hostility business in mexican exporting smes in the context of covid-19: Effect on the performance. Revista Venezolana de Gerencia, 26(5), 478–489. https://doi.org/10.52080/rvgluz.26.e5.31
McClelland, J., & Rust, J. (2018). Strategic Timing of Investment over the Business Cycle: Machine Replacement in the US Rental Industry. Jahrbucher Fur Nationalokonomie Und Statistik, 238(3–4), 295–351. https://doi.org/10.1515/jbnst-2018-0023
Nassif, V.M.J., Corrêa, V.S., & Rossetto, D.E. (2020). Estão os empreendedores e as pequenas empresas preparadas para as adversidades Contextuais? Uma reflexão a luz da pandemia do Covid-19”, Revista de Empreendedorismo e Gestão de Pequenas Empresas, Vol. 9 No. 2, p. 1. https://orcid.org/0000-0003-3601-2831
Navarro, P., Bromiley, P., & Sottile, P. (2010). Business cycle management and firm performance: Tying the empirical knot. Journal of Strategy and Management, 3(1), 50–71. https://doi.org/10.20586/joms.10.1_1
Nyikos, G., Soha, B., & Beres, A. (2021). Entrepreneurial resilience and firm performance during the COVID-19 crisis - Evidence from Hungary. Regional Statistics, 11(3), 29–59. https://doi.org/10.15196/RS110307
Okoli, J., & Watt, J. (2018). Crisis decision-making: the overlap between intuitive and analytical strategies. Management Decision, 56(5), 1122–1134. https://doi.org/10.1108/MD-04-2017-0333
Padovez-Cualheta, L., Borges, C., Camargo, A. & Tavares, L. (2019). An entrepreneurial career impacts on job and family satisfaction. RAUSP Management Journal, 54(2), 125–140. https://doi.org/10.1108/RAUSP-09-2018-0081
Perrien, J., Chéron, E. J., & Zins, M. (1984). Recherche En Marketing : Méthodes et Décisions. Gaëtan Morin, Montréal.
Piccarozzi, M., Silvestri, C., & Morganti, P. (2021). Covid-19 in management studies: A systematic literature review. Sustainability (Switzerland), 13(7). https://doi.org/10.3390/su13073791.
Podsakoff, P. M., MacKenzie, S. B., Lee, J.Y., & Podsakoff, N. P. (2003). Common Method Biases in Behavioral Research: A Critical Review of the Literature and Recommended Remedies. Journal of Applied Psychology, 88(5), 879–903. https://doi.org/10.1037/0021-9010.88.5.879
Rababah, A., Al-Haddad, L., Sial, M. S., Chunmei, Z., & Cherian, J. (2020). Analyzing the effects of COVID-19 pandemic on the financial performance of Chinese listed companies. Journal of Public Affairs, 20(4). https://doi.org/10.1002/pa.2440.
Rico, M., Pandit, N. R., & Puig, F. (2021). SME insolvency, bankruptcy, and survival: an examination of retrenchment strategies. Small Business Economics, 57(1), 111–126. https://doi.org/10.1007/s11187-019-00293-z
Sá, E. G. L., & Amorim, T. N. G. F. (2018). Uso e importância de indicadores de desempenho em empresas atacadistas do ramo alimentício a partir das perspectivas do Balanced Scorecard. Custos e @gronegócio, 14(3), 298-337.
Sebrae. (2020). Painel de Empresas. Retrieved in 19th October, 2021 available at https://datasebrae.com.br/totaldeempresas-11-05-2020.
Sibony, O., Viguerie, S. P., & Dye, R. (2009). Strategic planning : Three tips for 2009. The McKinsey Quarterly, April.
Srinivasan, R., Lilien, G. L., & Sridhar, S. (2011). Should firms spend more on research and development and advertising during recessions? Journal of Marketing, 75(3), 49–65. https://doi.org/10.2307/41228596
Tellis, G. J., & Tellis, K. (2009). Research on advertising in a recession: A critical review and synthesis. Journal of Advertising Research, 49(3). https://doi.org/ 10.2501/S0021849909090400
Wenzel, M., Stanske, S., & Lieberman, M. B. (2020). Strategic responses to crisis. Strategic Management Journal, 42 (2), 16-27. https://doi.org/10.1002/smj.3161
Wille, D., Hoffer, A., & Miller, S. M. (2017). Small-business financing after the financial crisis – lessons from the literature. Journal of Entrepreneurship and Public Policy, 6(3), 315–339. https://doi.org/10.1108/JEPP-D-17-00005
Zarnowitz, V. (1985). Recent Work on Business Cycles in Historical Perspective: A Review of Theories and Evidence. Journal of Economic Literature, 23(2), 523–580. https://doi.org/10.3386/w1503
Downloads
Publicado
Métricas
Visualizações do artigo: 377 pdf (English) downloads: 79 Viewer (xml, epub, html) (English) downloads: 0 Mobile (English) downloads: 0 Áudio downloads: 10 Audio (English) downloads: 9 Áudio (Español (España)) downloads: 13 Video (subtitles: pt, en, es) (English) downloads: 11
Como Citar
Edição
Seção
Licença
Copyright (c) 2023 Wilquer Silvano de Souza Ferreira, Gláucia Maria Vasconcellos Vale, Nair Aparecida de Andrade
Este trabalho está licenciado sob uma licença Creative Commons Attribution 4.0 International License.
Autores que publicam nesta revista concordam com os seguintes termos:
- O(s)/A(s) autor(es)/autora(s) autorizam a publicação do texto na revista;
- A revista não se responsabiliza pelas opiniões, ideias e conceitos emitidos nos textos, por serem de inteira responsabilidade de seus autores/autoras;
- Autores/autoras mantêm os direitos autorais e concedem à revista o direito de primeira publicação, com o trabalho publicado sob a Licença CC BY 4.0
, que permite o compartilhamento do trabalho com reconhecimento da autoria e publicação inicial nesta revista; - Autores/autoras são permitidos e encorajados a postar seu trabalho (Versão submetida, Versão aceita [Manuscrito aceito pelo autor/autora] ou Versão publicada [Versão do registro]) online, por exemplo, em repositórios institucionais ou preprints, pois isso pode levar a trocas produtivas, bem como a citações anteriores e maiores de trabalhos publicados. A REGEPE pede como condição política para os autores/autoras que indiquem/vinculem o artigo publicado com DOI. Veja o Efeito do Acesso Livre.
