Bontempo, Paulo Cesar2024-04-012024-04-012023FRANCO, Peterson de Castro Dias. Desafios para a elaboração e implementação de estratégias em pequenas empresas varejistas na região metropolitana de Goiânia. Goiânia (GO), 2023. 75 f. Dissertação (Mestrado Profissional em Administração) - Centro Universitário Alves Faria, 2023.https://repositorio.unialfa.com.br/handle/123456789/350This work refers to a study on the challenges of developing and implementing strategies in small retail companies in the metropolitan region of Goiânia. The methodology used involved a theoretical approach and empirical studies with quantitative research and the application of fifty questionnaires to companies in the retail sector located in nine neighborhoods in Goiânia. During the investigation, we sought to relate small retail businesses in Goiânia with the characteristics of strategy schools. It was found in the literature on business strategy and small businesses and in the data obtained in field research that, due to its specificities of simple structure, informal relationships and clearly dependent on the values, objectives and ambitions of its leader, this universe of companies guides their strategies through school of Learning studied by Mintzberg, Ahlstrand and Lampel (2010) which understands strategy as emergent meaning that it can emerge continuously, with a sequence of decisions and actions. The strategy creation process is informal, unplanned and short-term and small businesses highlight the importance of considering dynamic, contingency and adaptive factors.ptPequenas empresasEmpresa VarejistaPlanejamento estratégico