Estratégia e teoria evolucionária – elementos para um debate teórico

Abstract

This paper aims to discuss how evolutionary theory can contribute to business strategy by providing a theoretical basis beyond the views of RBV – resource-based view – and industrial economics, which are recognized in the field of Management as competing paradigms. In addition, it simultaneously encompass the ideas of both these theoretical currents to the environmental selection mechanism, and enlights how evolutionary theory offers elements that go beyond the resources and the sectoral vision, incorporating both the role of institutions and the decision maker based on limited rationality. A more fluid strategic thinking model is proposed through the substitution of competitiveness for adaptation, while the complexity of the relationship between strategy and performance eliminates the idea of linearity between them and places dynamic capacities as central conditions that are neither necessary nor sufficient for the perenniality of companies, depending on environmental dynamics. Some significant changes are proposed for strategy studies, such as the substitution of competitive advantages for adaptive advantages, the definition of strategic windows and a greater valuation of elements external to the firm as fundamental elements to performance.