Análise estratégica de uma empresa familiar em processo de sucessão: um estudo de caso

Camila de Paiva Silva; Adriano Matos de Oliveira; Jeffson Veríssimo de Oliveira

doi:10.47236/2594-7036.2026.v10.2189

Authors

Camila de Paiva Silva University of São Paulo https://orcid.org/0009-0000-8059-5179
Adriano Matos de Oliveira Universidade Federal de Santa Catarina https://orcid.org/0000-0002-7673-3388
Jeffson Veríssimo de Oliveira Universidade Federal de Santa Catarina https://orcid.org/0000-0003-3622-3022

DOI:

https://doi.org/10.47236/2594-7036.2026.v10.2189

Keywords:

Strategic management, Organizational management, Family businesses, Small businesses, Succession

Abstract

Family businesses are considered the oldest business model in the world and account for 70% of global Gross Domestic Product (GDP). In Brazil, they account for 65% of GDP and 75% of jobs. Although family businesses share similar experiences, each organization has its own specific characteristics and challenges. Consequently, this study aimed to conduct a strategic analysis of a family business undergoing succession planning, using strategic management tools to understand the current situation and propose an action plan. Drawing on systems theory and strategic planning, the research first used the organization chart and the Three Circles Model to highlight the organization’s structure. Subsequently, the study applied analysis and management tools such as SWOT and Cross-SWOT, which supported the development of an action plan structured using the 5W2H tool. The study revealed technical and socio-emotional aspects that directly influence the company's management, highlighting the organization’s strengths and weaknesses, as well as opportunities and threats in the external environment. The analysis also highlighted critical factors in the succession process that require greater focus and alignment among family members, such as strong centralization of power, the senior generation’s attachment to traditions, ambiguous overlap of positions and roles, and generational tensions in leadership dynamics. The study concluded that recognizing these factors improved understanding of areas needing focus and improvement, providing a basis for strategic decisions and continuous improvement.

Downloads

Download data is not yet available.

Author Biographies

Camila de Paiva Silva, University of São Paulo

MBA in Business Management from the University of São Paulo. Chief Financial Officer at Bootminas Calçados. Guaxupé, Minas Gerais, Brazil. Email address: camila090900@gmail.com. Orcid: https://orcid.org/0009-0000-8059-5179. Lattes Curriculum: http://lattes.cnpq.br/5566923749411790.
Adriano Matos de Oliveira, Universidade Federal de Santa Catarina

Master's in Production Engineering from the Federal University of Rio Grande do Sul. Researcher affiliated with the Logistics Performance Laboratory of the Graduate Program in Production Engineering at the Federal University of Santa Catarina. Florianópolis, Santa Catarina, Brazil. Email address: adriano687@hotmail.com. Orcid: https://orcid.org/0000-0002-7673-3388. Lattes Curriculum: http://lattes.cnpq.br/8690151159322284.
Jeffson Veríssimo de Oliveira, Universidade Federal de Santa Catarina

Doctor candidate in Production Engineering at the Federal University of Santa Catarina. Advising Professor in the MBA programs in Project Management and People Management at the Luiz de Queiroz College of Agriculture, University of São Paulo. Researcher affiliated with the Environmental Management and Assessment Laboratory of the Graduate Program in Production Engineering at the Federal University of Santa Catarina. Florianópolis, Santa Catarina, Brazil. Email address: jeffsonverissimo@gmail.com. Orcid: https://orcid.org/0000-0003-3622-3022. Lattes Curriculum: http://lattes.cnpq.br/1267757625239468.

References

ANDREINI, Daniela et al. How do consumers see firms’ family nature? A review of the literature. Family Business Review, v. 33, n. 1, p. 18-37, 2020. DOI: https://doi.org/10.1177/08944865198902.

BALTAZAR, Juliana R. et al. Family business succession and innovation: a systematic literature review. Review of Managerial Science, v. 17, n. 8, p. 2897-2920, 2023. DOI: https://doi.org/10.1007/s11846-022-00607-8.

BARDIN, Laurence. Análise de Conteúdo. São Paulo: Edição 70, 2011.

BENZAGHTA, Mostafa Ali et al. SWOT analysis applications: An integrative literature review. Journal of Global Business Insights, v. 6, n. 1, p. 55-73, 2021. DOI: 10.5038/2640-6489.6.1.1148.

BIRDTHISTLE, Naomi; HALES, Rob. The family business–meaning and contribution to global economies. In: Birdthistle, N.; Hales, R. Attaining the 2030 Sustainable Development Goal of Good Health and Well-Being. Londres, Emerald Publishing Limited, 2023. Disponível em: https://www.emerald.com/books/oa-edited-volume/15581/chapter/86799808/The-Family-Business-Meaning-and-Contribution-to. Acesso em: 18 ago. 2025.

BOAVENTURA, Vanessa Silva Rocha; DA SILVA, Edvar de Sousa. Aplicabilidade da matriz SWOT: estudo de caso de produtores de hortaliças ligados à agricultura familiar em Araguatins (TO). Revista Sítio Novo, v. 8, n. 1, p. 56-69, 2024. DOI: https://doi.org/10.47236/2594-7036.2024.v8.i1.56-69p.

CHRISMAN, James J. et al. Management processes and strategy execution in family firms: From “what” to “how”. Small Business Economics, v. 47, n. 3, p. 719-734, 2016.

CHUA, Jess H.; CHRISMAN, James J.; SHARMA, Pramodita. Succession and nonsuccession concerns of family firms and agency relationship with nonfamily managers. Family business review, v. 16, n. 2, p. 89-107, 2003. DOI: https://doi.org/10.1111/j.1741-6248.2003.00089.

DAVIS, J.A. How three circles changed the way we understand family business. 2018. Disponível em: https://cfeg.com/insights_research/how-three-circles-changed-the-way-we-understand-family-business/. Acesso em: 18 ago. 2025.

DAVIS, J.A. INSTITUTO BRASILEIRO DE GOVERNANÇA CORPORATIVA (IBGC). Sucessão em empresas familiares. São Paulo: IBGC, 2020.Prefácio. p. 7-10. Disponível em: https://conhecimento.ibgc.org.br/Paginas/Publicacao.aspx?PubId=24318. Acesso em: 18 ago. 2025.

DHLAMINI, Jabulani. Exploring the rise and fall of strategic planning: is strategic planning still a useful management practice in the 21st century?. Strategy & Leadership, v. 53, n. 4, p. 457-475, 2025.

FERRELL, O.C.; HARTLINE, M.D. Estratégia de marketing. 6ed. São Paulo, SP, Brasil: Cengage CTP, 2008.

GABRIELOVA, Karina; BUCHKO, Aaron A. Here comes Generation Z: Millennials as managers. Business horizons, v. 64, n. 4, p. 489-499, 2021. DOI: 10.1016/j.bushor.2021.02.013.

GARCÍA, Guadalupe Manzano; AYALA-CALVO, Juan-Carlos; SCHUMACHER, Alexandre José. Sucessão exitosa: O contexto do entorno e o plano de sucessão. Revista de Administração de Empresas, v. 61, p. e2020-0201, 2021. DOI: https://doi.org/10.1590/S0034-759020210602x.

GIL, Antonio C. Metodologia do ensino superior: presencial, a distância e híbrido. Rio de Janeiro: Grupo GEN, 2023.

GLOBAL GROWTH INSIGHTS. Tamanho do mercado de sapatos de proteção industrial, participação, crescimento e análise da indústria, por tipos (couro, borracha, plástico, outros), por aplicações cobertas (indústria química, indústria de alimentos, indústria farmacêutica, indústria de transporte), insights regionais e previsão para 2035. 2026. Disponível em: https://www.globalgrowthinsights.com/pt/market-reports/industrial-protective-shoes-market-110804. Acesso em 18 mar. 2026.

IEMI. Calçados de couro e sustentáveis ganham preferência entre os brasileiros, aponta estudo do IEMI. 2019. Disponível em: https://iemi.com.br/calcados-de-couro-e-sustentaveis-ganham-preferencia-entre-os-brasileiros-aponta-estudo-do-iemi/. Acesso em: 18 ago. 2025.

INSTITUTO BRASILEIRO DE GOVERNANÇA CORPORATIVA [IBGC]a. Sucessão em empresas familiares. 2020. Disponível em: https://conhecimento.ibgc.org.br/Paginas/Publicacao.aspx?PubId=24318. Acesso em: 18 ago. 2025.

INSTITUTO BRASILEIRO DE GOVERNANÇA CORPORATIVA [IBGC]b. Governança em empresas familiares: um estudo qualitativo. 2020.Disponível em: https://conhecimento.ibgc.org.br/Paginas/Publicacao.aspx?PubId=24329. Acesso em: 18 ago. 2025.

KEMBALL-COOK, R. B. The organization gap: designing practical organization structures and management information systems by the use of Decision Centre Analysis. Routledge, 2025.

LE BRETON–MILLER, Isabelle; MILLER, Danny; STEIER, Lloyd P. Toward an integrative model of effective FOB succession. Entrepreneurship theory and practice, v. 28, n. 4, p. 305-328, 2004. DOI: https://doi.org/10.1111/j.1540-6520.2004.00047.x.

LEAL, Ana Catarina Da Silva. A Influência da Sucessão Geracional na Utilização de Sistemas de Controlo de Gestão nas Empresas Familiares: Estudo de Caso. 2023. Dissertação de Mestrado em Contabilidade e Controlo de Gestão. Universidade de Porto, Porto, Portugal.

MAZZOLA, Pietro; MARCHISIO, Gaia; ASTRACHAN, Joe. Strategic planning in family business: A powerful developmental tool for the next generation. Family Business Review, v. 21, n. 3, p. 239-258, 2008. DOI: https://doi.org/10.1177/08944865080210030106.

MCKINSEY & COMPANY. The secrets of outperforming family-owned businesses: How they create value - and how you can become one. 2023. Disponível em: https://www.mckinsey.com/industries/private-capital/our-insights/the-secrets-of-outperforming-family-owned-businesses-how-they-create-value-and-how-you-can-become-one. Acesso em: 18 ago. 2025.

MELO, Alessandra Bezerra et al. Eficácia do planejamento estratégico e inovação ambidestra na RFEPCT: o papel mediador das capacidades dinâmicas. Revista Sítio Novo, v. 10, p. e2156-e2156, 2026. DOI: https://doi.org/10.47236/2594-7036.2026.v10.2156.

MIZAEL, Carlos Henrique et al. Caminho para a consolidação no mercado: a trajetória de um empreendedor em São Sebastião do Paraíso–MG. Revista Sítio Novo, v. 9, p. e1710-e1710, 2025. DOI: https://doi.org/10.47236/2594-7036.2025.v9.1710.

MOKHBER, Mozhdeh et al. Succession planning and family business performance in SMEs. Journal of management development, v. 36, n. 3, p. 330-347, 2017. DOI: 10.1108/JMD-12-2015-0171.

REBUYA, Niño R.; GASGA, Kier P. SWOT analysis as a strategic tool for local tourism development planning: A destination review of a municipality in the Philippines. Open Access Library Journal, v. 9, p. 1-30, 2022. DOI: 10.4236/oalib.1109612.

RIBEIRO, Ana Cristina Marreiros Viegas. Empresas familiares: a sucessão familiar. 2023.Dissertação de Mestrado em Ciências Empresariais – Ramo de Pequenas e Médias Empresas. Instituto Politécnico de Setúbal, Setúbal, Portugal.

RICHARDSON, Roberto Jarry; DE SOUSA PERES, José Augusto. Pesquisa social: métodos e técnicas. 3ed. Atlas, São Paulo, SP, Brasil, 2012.

SERVIÇO BRASILEIRO DE APOIO ÀS MICRO E PEQUENAS EMPRESAS [SEBRAE]. Vantagens e desafios na gestão das empresas familiares. 2024. Disponível em: https://sebrae.com.br/sites/PortalSebrae/ufs/am/artigos/vantagens-e-desafios-na-gestao-das-empresas-familiares,5d776f10703bd810VgnVCM1000001b00320aRCRD. Acesso em: 18 ago. 2025.

SIUTA-TOKARSKA, Barbara; KOWALIK, Małgorzata; JUCHNIEWICZ, Justyna. Factors in the Development of Family Businesses in the SME Sector: Analysis and Assessment of Their Importance in Strategic Enterprise Management. Sustainability, v. 17, n. 5, p. 1821, 2025. DOI: https://doi.org/10.3390/su17051821.

TAGIURI, Renato; DAVIS, John. Bivalent attributes of the family firm. Family business review, v. 9, n. 2, p. 199-208, 1996. DOI: https://doi.org/10.1111/j.1741-6248.1996.00199.x.

TOZZO, Maycon; DA SILVA, Vinicius Ramos Lages; SPÓSITO, Edson Alcebíades. Planejamento Estratégico com uso das Ferramentas SWOT Cruzada, Matriz GUT e 5W2H. Um estudo de caso em uma pizzaria. Revista FIBinova, v. 2, 2022. DOI: https://doi.org/10.59237/fibinova.v2i.570.

YIN, Robert K. Case study research: Design and methods. 5ed. Londres: Sage Publications, 2014.

ZANCAN, A. R.; LEONHARDT, F. G.; SANTOS, M. L. Análise da Oficina Mecânica Alpha quanto ao cumprimento das diretrizes da Norma Regulamentadora número seis do Ministério do Trabalho e Emprego. Uespar/Facitec. ConSensu, n. 3, 2019.