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Título:PROPOSAL OF AN ANALYTICAL FRAMEWORK FROM A RELATIONAL PERSPECTIVE TO SUPPORT THE MANAGEMENT OF THE FIRM POLITICAL STRATEGIES: FOCUS ON THE BRAZILIAN ELECTRICAL SECTORInstituição:PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO - PUC-RIO Autor(es):SERGIO AUGUSTO PEREIRA BASTOS
In Brazil, major structural changes occurred in several industries since 1995
with the passage of control of public service concessions to private enterprises.
The electric power sector, particularly the distribution segment, focus of this
study, was much affected. The changes undertaken, then and again in 2004, when
the sector´s model was revised, were anchored by the figure of a regulatory body.
Its mission is, within a regulatory environment derived from the legislation, to
seek a balance among the various stakeholders, particularly the grantor, the
economic agents and society. It is a sector where the economic agents should be
concerned with political strategies facing the regulation, which correspond to the
set of actions that companies plan and execute in order to maximize economic
returns or mitigate economic losses from the regulatory environment. To this end,
they establish relationships with a wide range of actors beyond the regulator,
forming alliances or not within their value networks. Such orchestration is not
simple and requires models and tools that focus on the relational view. Thus, the
specific objective of the work developed here was to propose an analytical
framework – model, methodology, and lists of constructs – on the relational
perspective to assist the firm political strategies management - FPSM, in regulated
industries. The FPSM framework was mainly built upon the SNA framework
(MACEDO-SOARES, 2002) and the political market model (BONARDI;
HOLBURN; VANDEN BERGH, 2006). Specific elements, originated from
theoretical foundation and empirical research, were incorporated: 1) pertinent to
distributors of electricity energy; and 2) regarding political strategies face to
regulation. The theoretical foundation was composed of: institutional theory,
agency theory, stakeholder theory, network theory, theory of collective action, and
positive political theory. The empirical research consisted of: 1) documental
research to establish a general view of Brazilian electric sector; 2) survey of
perceptions with experts and industry executives for additions and adjustments to
the proposed framework.; 3) case studies on change processes in the regulation –
ANEEL´s Resolution 414/2120 and Public Hearing 040/2010; and 4) a case of
applying the FPSM framework in the electricity distributor Light , of Rio de
Janeiro. Data were collected through documental / telematic investigations, and
perceptions form predominantly structured forms and interviews. The
triangulation of methods allowed the convergence of data and validation of the
findings. The results demonstrated that the application of the proposed analytical
framework is pertinent in the sense of providing administrators of electric energy
distributors of better sources of information to deal with political strategies facing
regulation and to the decision making process in a large extend. The study also
contributed to theory building in the field of strategy management of firms in