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STRATEGIC MANAGEMENT IN EDUCATION AND ITS IMPACTS ON SERVICE PROVISION
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Abstract:
The constant changes in service standards sharply affect private schools, organizations offering services deemed essential. This context promotes, in effect, a new customer profile, demanding better quality of service, and making use of greater autonomy. Thus, these services are affected by strategies established by senior management. This article’s objective is to analyze how strategies developed in a private school reflect on the quality of offered services, according to the managers’ point of view. Focusing on education services, the formulation, development and control of strategies were analyzed using three directors from one school. To undertake the case study, interviews were conducted, using a subsequent comparative analysis. It was revealed that all employees acknowledge the school’s organizational identity, in addition to a strategic planning process performed at a national level, serving as a basis for development strategies. The three interviewed managers serve different functions, yet the results indicate that despite working in different activities, they seek to maintain harmony when conducting scholastic activities, providing support to existing arrangements. Finally, it can be established that each one, within his/her vision and responsibilities, is working strategically to ensure organizational objectives. Arrangements are made to communicate the principal strategies, in addition, seeking to promptly resolve any interference that may affect the smooth progress of established action plans. Los constantes cambios en los patrones de servicio afectan de manera acentuada las escuelas privadas, que ofrecen servicios considerados esenciales. Esta realidad hace vigorar en el cliente un nuevo perfil, más juicioso, exigente y con mayor poder de decisión. De esta forma, los servicios son afectados por las estrategias establecidas por la dirección. Este artículo tiene como objetivo analizar cómo las estrategias desarrolladas en una escuela particular son reflejadas en la calidad de los servicios ofrecidos, en la visión de los gestores. Con foco en los servicios educacionales, fueron analizados con tres directores, gestores de la Escuela estudiada, la formulación, desarrollo y control de las estrategias. Para la conducción del estudio de caso fue hecho uso de la colecta de datos por medio de entrevista, utilizando posteriormente el análisis comparativo, lo cual reveló que la Escuela estudiada tiene una identidad organizacional conocida por todos sus colaboradores y un proceso de planificación estratégica, a nivel nacional, que sirve de base para el
