O papel da estratégia empresarial no cenário pandêmico: um estudo junto às companhias varejistas

Abstract

The COVID-19 pandemic in Brazil began on February 26, 2020, and generated a tangle of twists, be it in the social, political and economic spheres. As a consequence, the economic crisis generated reached different sectors, as well as in retail companies, the referred changes were also no different. Thus, companies needed to adapt to the new pandemic scenario, through coping measures, using planning and through strategies. In order to contribute, this paper aims to understand the relationship between the strategies adopted by retail companies and organizational performance during the pandemic. The methodology adopted in this research is descriptive, documentary, qualitative and quantitative. In the sample of data and collection, it used publicly traded companies listed in Brasil Bolsa Balcão - B3 belonging to the retail sector in the year 2020. The retail companies that served as the object of research for this work were: Lojas Americanas, Magazine Luiza and Via Varejo. The analysis comprised only the moment of strong contingency, being the pandemic period of the year 2020. For that, in the treatment and analysis of the data, the application of some performance indicators was carried out based on the quarterly information provided by the companies in their financial reports, in addition to analysis of the strategies adopted by the companies. Thus, it was found that each retail company adopted particular strategies. One of the main results obtained was the transition from sales made through physical stores to those made through virtual stores, that is, through the virtual medium. As for performance, some indicators obtained positive variations for the three retailers, highlighting Leverage, the Debt Composition. With regard to Current Liquidity, only Lojas Americanas managed to obtain results without a decrease in the 4 quarters. With regard to ROA (return on assets) and ROE (return on equity), they suffered some variations with increases and decreases during the quarters analyzed.