The Strategies Building in Higher Education Institutions

There is a growing defense of the theories of strategy by several authors. Theories which study organizations' strategy formulation on a daily basis amid fluctuations and market changes. Research has been done in order to find out how strategy develops in the various types of organizations. This study aims to describe the strategy formulation process in the Brazilian Higher Education Institutions and to present the results of research carried out in a university situated in the State of Minas Gerais - Brazil. To achieve the research objectives, qualitative research was conducted through semi-structured interviews with the support of NVivo software and content analysis was used to data interpretation. The results show how the strategy formulation process is developed. It was observed that the strategy is related to procedure, choice and the tool. Moreover the strategy is characterized as the "means" to achieve a goal. It was also seen, according to the respondents' views, that the strategy is related to results, differentiation, futurity, and services to meet stakeholders' interests. Concerning the strategy components, there was association with knowledge, direction, planning, as well as internal and external influences. The strategist profile was related to the ability to choose people, global vision, knowledge and attention to the market. The strategy formulation happens through the initiative of senior managers that seeks the involvement of intermediate level leaders and the participation of staff. It can be "planned" through the Strategic Planning or "emerging" due to market fluctuations, new guidelines of the Ministry of Education, strategist behavior (behavior of the strategists) and the economy, showing that the strategy is influenced by internal and external environments. It also shows that the strategies that did not work, in the respondents' views, were due to lack of appropriate studies and planning. In conclusion, based on the research carried out, special attention should be given to studies in planning, as well as to emerging demands. The approach with the local community is valued since it is of great influence in the formulation of strategies and success of the organization. It is expected that this study contributes to the knowledge of Higher Education Institutions' reality and to the improvement of this business, collaborating with research into this issue in order to promote the right orientation of actions that will support better management.