Avaliação das estratégias de atuação da COOPal à luz da metodologia multicritério de apoio à decisão: um estudo de caso na Cooperativa dos Pequenos Produtores de Leite da Região Sul - COOPAL

Abstract

This work intends to build a model of evaluation of COOPAL acting, at the light of multicriteria decision aid. COOPAL stands for Cooperativa dos Pequenos Agricultores Produtores de Leite da Região Sul (South Region Small Milk Producers Cooperative) and was funded in 1997 and has nowadays 1170 associates. Its administrative headquarters is located in Canguçu city RS and de milk processing plant is in Posto Branco, which is the First District of Canguçu. In its associate board, COOPAL has, now, milk producers from Canguçu, São Lourenço, Arroio do Padre, Morro Redondo, Piratini, Encruzilhada and Cerrito. This study allowed to identify the applicability of multicriteria methodology when supporting strategic decisions. Besides, along to the study objective, it was possible to identify limitations and strategic opportunities which can markedly modify the development and growth of COOPAL. The study was developed in three phases: problem structuring, evaluation and recommendations. The problem is inserted in the organizational context, when dealing with strategic management, according to the decision maker value judgment. The semi-structured interview was the instrument of information collection and a cognitive map was constructed with the decision maker; it helped to identify his values in relation to the decision context, which were used to emphasize the criteria that were considered important. These criteria, with their respective descriptors, compose the decision model. From the attractiveness judgment, it was possible to create the value functions (local evaluation) and the compensation rates (global evaluation) for each criterion. As a result, many improvement actions for implementation of global strategies were proposed from the present condition of the organization studied (status quo). Through the study, it was concluded that the constructed model allows the improvement of understanding and comprehension of the strategic development, with consequent enhancing of management process. Besides, it raises the level of learning upon the decision context, once it incisively involves the decision maker (and his value) in all the process.