A interpretação da informação oriunda do ambiente externo por gerentes

Abstract

This present work is an exploratory study in the field of science of information. It says about the interpretations managers do about the external environment. In this analysis the environment was divided in the consumers, competitors, technological, economic, regulatory and sociocultural sections. The analysis of the interpretations had two stages. In the first stage the sections of the external environment were categorized in importance, rate of changing and complexity, as viewed by the managers in the different sections. In the second stage news form "Gazeta Mercantil" (a specified business newspaper) were presented to the managers. The categories used in this stage were the nature of the information (threat or opportunity), the relevance, the velocity of impact, the urgency and the capacity of react. The results of the study show that interpretation, inherent to any human action, is also inherent to any organizational action, having the possibility to be important in the conduction of the process of taking organizational strategic decisions and to design information systems. 105