Business Models in Modern Competitive Scenarios: The Role of Information in the Formulation of the Strategy

The purpose of this article is to contribute to a better understanding of the role of information in the process of strategy formulation, based on the aggregation of existing literature. This article is descriptive research, with the goal of identifying and characterizing the role of information in strategic decision making. The structure of the article synthesizes the existing academic work, seeking to generate new knowledge. The strategy of any organization can be defined from the outside to the inside, according to the schools of the positioning, or from the inside out, according to the schools of the movement, in which the organization influences the surroundings with its offer of products and or innovative services, since it has competencies and capabilities that competitors do not have and that are difficult to imitate or to buy. Hence the importance that weak and strong signals play as information of anticipation in the definition of the strategy and so, the goal is to treat the issue of the role of information in the process of formulation of the strategy in the context of strategic decision making. Based on research and practical experiences carried out by the investigator in strategic consulting in small, medium and large companies for about 20 years, the author will propose a model of the role of information in the process of formulating the strategy and its operationalization.