ANÁLISE DA MUDANÇA DO POSICIONAMENTO ESTRATÉGICO DE BANCOS COMERCIAIS NO BRASIL

ABSTRACT The objective of this study was to verify how executive’s interpretive schemes have actuated as mediators of the strategic positioning of commercial banks in Brazil in the face of implementation of Real Plan, in 1994. The comparative method of analysis was used and the period running from 1992 to 1998 was taking into account. Aiming to differentiate among groups of banks with distinctive strategic positioning and interpretive schemes, secondary and primary data were collected and processed by means of content analysis and cluster analysis. The gathered data allowed to point out a transition in bank’s strategic positioning from two groups (specialized and diversified) to three groups (specialized, segmented and integrated) as resulting from implementation of Real Plan.