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Guilherme Rhinow Orientadora UNIVERSIDADE DE SÃO PAULO FACULDADE DE ECONOMIA, ADMINISTRAÇÃO E CONTABILIDADE DEPARTAMENTO DE ADMINISTRAÇÃO PROGRAMA DE PÓS-GRADUAÇÃO EM ADMINISTRAÇÃO O DESAFIO DE GESTÃO DA MUDANÇA EM COMBINAÇÕES EMPRESARIAIS: A INDÚSTRIA DE CIÊNCIAS DA VIDA Guilherme Rhinow Orientadora: Profa. Dra. Rosa Maria Fischer SÃO PAULO 2006 ii Prof. Dr. Adolpho José Melfi Reitor da Universidade de São Paulo Profa. Dra. Maria Tereza Leme Fleury Diretora da Faculdade de Economia, Administração e Contabilidade Prof. Dr. Eduardo Pinheiro Gondim de Vasconcellos Chefe do Departamento de Administração Prof. Dr. Isak Kruglianskas Coordenador do Programa de Pós-Graduação em Administração iii GUILHERME RHINOW O DESAFIO DE GESTÃO DA MUDANÇA EM COMBINAÇÕES EMPRESARIAIS: A INDÚSTRIA DE CIÊNCIAS DA VIDA Tese apresentada ao Departamento de Administração da Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo como requisito para a obtenção do título de Doutor em Administração de Empresas. Orientadora: Profa. Dra. Rosa Maria Fischer SÃO PAULO 2006 iv FICHA CATALOGRÁFICA Elaborada pela Seção de Processamento Técnico do SBD/FEA/USP Rhinow, Guilherme O desafio de gestão da mudança em combinações empresariais : a indústria de ciências da vida / Guilherme Rhinow. – São Paulo, 2006. 187 p. Tese (Doutorado) – Universidade de São Paulo, 2006 Bibliografia 1. Mudança organizacional 2. Consolidação e fusão das empresas I. Universidade de São Paulo. Faculdade de Economia, Administração e Contabilidade II. Título. CDD – 658.406 v Aos queridos André, Gabriel e Dani que, comigo, fazem uma harmoniosa combinação. vi AGRADECIMENTOS Várias pessoas atuaram, direta ou indiretamente, no processo de elaboração desta tese. A todas elas dirijo os meus agradecimentos. Os professores da Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo desempenharam relevante papel para o meu desenvolvimento acadêmico ao longo do programa de doutorado. Destaco a relevante atuação de Marisa Eboli, André Fischer, Tânia Casado, Paulo Feldmann e Abraham Yiu. Na Fundação Getúlio Vargas, saliento o rico contato com Francisco Aranha e Maria José Tonelli. Foi importante também a atuação dos professores Paul Evans e Dominique Héau durante a minha rápida passagem pelo Insead para a definição do enfoque internacional deste trabalho. Três professores tiveram participação fundamental na elaboração e delimitação do tema de pesquisa. Maria Tereza Fleury lançou o desafio de elaborar uma disciplina sobre aquisições e fusões para o programa MBA Recursos Humanos da Fundação Instituto de Administração, lançando as primeiras sementes para a futura elaboração da tese. Moises Sznifer propôs a elaboração de um artigo, o qual tornou-se o fundamento teórico desta aula no programa de MBA. Por fim, Joel Dutra acompanhou o aprimoramento das aulas com o seu permanente estímulo às atividades de pesquisa e docência. A professora Rosa Maria Fischer, orientadora, companheira e conselheira sempre presente, participou ativamente de toda esta trajetória. Sua contribuição foi significativa para a tomada de decisões acadêmicas assim como profissionais e pessoais tais como a mudança com a família para a Europa. Os intensos momentos de criação e aprendizado compartilhados com ela desde o mestrado e os ensinamentos recebidos nos inúmeros projetos de consultoria e pesquisa realizados em conjunto estão presentes no conteúdo das páginas a seguir. Os familiares Leda e Kurt, com seu constante estímulo e apoio, criaram mais uma vez um “porto seguro“ para os meus saltos profissionais e acadêmicos. Outra pessoa bastante presente foi Ângela Mandari, com o seu suporte de valor inestimável desde o início do programa de doutorado. vii A Dani, com seu amor incondicional, companheirismo, carinho e compreensão, trouxe a energia necessária para viabilização desta tese. Além disso, ela novamente mergulhou na teoria organizacional e trouxe o seu talento literário para aprimorar o conteúdo gerado. O André e o Gabriel, mesmo chegando em momentos diferentes do processo, participaram ativamente da elaboração e conclusão deste trabalho, atuando sempre como fonte de inspiração para a minha dedicação ao trabalho e à pesquisa. viii RESUMO Os desafios de competitividade têm levado as organizações a estruturarem estratégias robustas de crescimento, consolidando a sua atuação em determinados setores ou mesmo levando à expansão das suas atividades para novos mercados e regiões geográficas. As combinações empresariais, caracterizadas por aquisições e fusões, tornam-se cada vez mais relevantes para a viabilização destas estratégias e passam a fazer parte integrante da agenda dos líderes empresariais. Diante dos baixos indicadores de efetividade verificados em operações desta natureza, torna-se importante refletir sobre a sua gestão e identificar as condições necessárias para que as novas configurações organizacionais implementadas resultem alinhadas às orientações estratégicas que motivaram a realização destas transações. Este trabalho insere-se neste tema ao propor um modelo de gestão da mudança organizacional advinda de combinações empresariais e a sua aplicação no setor de ciências da vida. As oportunidades características deste novo setor, com fronteiras ainda pouco estabelecidas, têm gerado uma série de movimentos de combinação em empresas tradicionais do setor químico, em busca de crescimento ou obtenção de indicadores mais elevados de competitividade. Ao propor o modelo de gestão, este trabalho traz duas contribuições para o arcabouço conceitual sobre aquisições e fusões. Em primeiro lugar ele elabora, com base no referencial teórico disponível, um conjunto de categorias para a gestão da etapa de integração entre as empresas participantes de um processo de combinação. A aplicação deste conhecimento na realidade empírica, com adoção de procedimentos estatísticos, levou à identificação de uma nova categoria - denominada clareza de expectativas - que está relacionada ao estabelecimento de relações entre a empresa e os seus profissionais visando fortalecer a adesão e o comprometimento das pessoas com os novos modelos de gestão implementados. A segunda contribuição corresponde à verificação da importância de não dissociar a etapa de integração das empresas do processo decisório que levou à efetivação destas transações. A atenção antecipada às variáveis indicadas neste trabalho, para o momento anterior ao fechamento do acordo de combinação, pode evitar equívocos e conflitos viabilizando uma integração efetiva entre as organizações participantes da operação. ix ABSTRACT The challenges around competitiveness faced by organizations are leading them to structure robust growth strategies, consolidating their presence in specific economic sectors as well as ensuring their growth in new markets and geographic regions. The combination of companies, identified as mergers and acquisitions, are gradually becoming more important to enable the implementation of these strategies and therefore constitute important components of leaders agenda. It is a key challenge to reflect about the managerial aspects of these transactions due to the low effectiveness indicators identified, researching the required conditions that will enable the alignment between the new organizational configurations and the strategic drivers that motivated their implementation. This study is related to this theme since it proposes a model to manage organizational change that results from this type of transaction. The model is also applied in combinations within the life sciences sector. The potential opportunities identified in this new sector, which has low defined boundaries, have generated some combinations between traditional chemical companies aiming at growing or reaching higher levels of competitiveness. Whilst proposing the management model, this thesis builds two contributions to the conceptual framework around mergers and acquisitions. It designs, as a result of the available theoretical references, one set of categories to manage the integration phase for companies facing combination processes. The application of this knowledge in an empirical reality, enabled by statistical procedures, led to a new category identificaion - named as clarity of expectation – which refers to the relationship established by the company and its employees and aims to reinforce the people commitment with the new management models implemented. The second contribution shows the importance to connect the integration planning phase to the decision making process that leads into the transaction. The anticipated analysis of the variables presented by this thesis in the previous stage before the deal conclusion can mitigate mistakes and conflicts enabling an effective integration between the companies that are part of these operations. x SUMÁRIO PARTE 1: INTRODUÇÃO 1 Apresentação do tema 1 Colocação do problema de pesquisa 3 PARTE II: REFERENCIAL TEÓRICO 7 Introdução 7 CAPÍTULO 1: CONCEITO E EVOLUÇÃO DAS COMBINAÇÕES ENTRE EMPRESAS 8 1.1 Histórico 8 1.2 Magnitude destas operações no momento atual 11 1.3 Colocação da questão no Brasil 15 1.4 Razões que levam às combinações entre empresas 16 1.5 Principais tipos de combinações 18 1.6 Estratégia em operações de combinações empresariais 21 1.6.1 Integração horizontal 27 1.6.2 Expansão 28 1.6.3 Integração vertical 31 1.6.4 Redefinição de fronteiras na indústria 32 1.7 Análise da efetividade destas operações no momento atual 33 1.8 Etapas do processo de combinação entre empresas 35 1.9 Causas de fracasso das operações de combinação
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