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Resenha: O Livros dos Negócios: as grandes ideias de todos os tempos”

por Paulo José Vieira, publicado em 09/05/2017

Resenha do livro “O Livros dos Negócios: as grandes ideias de todos os tempos”, de Ian Marcousé et alii, Editora Globo: Rio de Janeiro, 2013 (resenha de obra na área do curso, 20h)

Informações sobre a obra analisada:
Obra: O Livro dos Negócios: as grandes ideias de todos os tempos.
Autores: Ian Marcousé et. alii.
Editora / Ano: Globo
Rio de Janeiro, 2013

Resenha feita por Paulo José Vieira, aluno do Curso de Ciências Contábeis EAD / Anhanguera (FAC-0169563197, Unidade Campinas FAC 1).

Trata-se de um livro de referência na área de gestão de negócios, com inúmeros capítulos voltados especificamente para a parte financeira e contábil, como a gestão de preços, gestão de ativos e passivos, gestão do fluxo de caixa, criação de reservas, análise de mercado e análise entre investimentos possíveis.
Os negócios estão presentes nas relações humanas. Saber gerenciá-los é parte de disciplinas como Administração, Contabilidade e Economia. Com o passar do tempo, os sistemas de gestão administrativa e contábil foram se aprimorando, e este é o foco deste livro: mostrar uma abordagem histórica.
O livro é escrito por um grupo de especialistas. Imagens gráficas ajudam a ilustrar os conceitos. Há também breves biografias de autores e empreendedores. A obra é relevante aos estudantes de contabilidade, administração, marketing e economia, bem como para empreendedores e gestores.
Dentre os capítulos relevantes, destacam-se alguns, que abordaremos a seguir. O livro apresenta a formatação de plano de negócios, que envolve pesquisas de mercado, ações operacionais, marketing e previsões de receitas e despesas. Mostra o caminho estratégico que uma empresa deve elaborar e seguir.
A Análise SWOT é ferramenta que mostra os fatores internos e externos que podem influenciar os resultados de um negócios. Internos: a experiência da alta gerência, a habilidade da equipe que integra a força de trabalho, a qualidade do portfólio de produtos, a gestão contábil-financeira e a força e presença de marca (branding). Externos: status do mercado, surgimento de tecnologias, barreiras de entrada e saída, público-alvo e demografia.
Diferenciais de produto podem elevar receitas e diferenciais de gestão contábil-financeira e processual podem reduzir custos. A diferenciação protege os produtos da concorrência e permite preços mais elevados. O livro alerta para a importância de uma gestão financeira e administrativa cautelosa, que pense nos riscos e cresça com cuidado. É importante buscar uma taxa de crescimento sustentável.
Pela curva de Greiner, apresentada no livro, são os estágios de crescimento dos negócios: criatividade (ideia do negócio), direção (controle pessoal dos sócios), delegação (gerência e equipe), da coordenação (indicadores, finanças e processos), da colaboração/alianças (parcerias e expansão).
O livro aborda para o risco de o gestor “cegar-se” por superconfiar em avaliações positivas suas e da equipe próxima. São cinco os estágios da decadência de uma empresa, o que afeta o fluxo de caixa e pode levar à falência: diretores muito autoconfiantes, busca desmedida por mais (ganância), acúmulo de problemas, dificuldades externas e ingovernabilidade.
Quanto ao aspecto mais contábil-financeiro, o livro trata da quantidade de dividendos deve ser firmada para equilibrar o interesse dos acionistas e o crescimento sustentável do negócio. Para os autores, quando o crescimento é alto e o balanço é fraco, o melhor é reter dividendos. Já quando o balanço é forte e o crescimento é fraco, o ideal é pagar dividendos.
Os autores lembram que crise e oportunidade, em mandarim, são pontos complementares. Uma crise tem o potencial de estragar os lucros e a reputação de uma empresa, mas pode obrigar a empresa recriar produtos, processos e gestão financeira, fortalecendo-a para quando a crise passar.
O livro elenca as cinco forças competitivas de Porter: o poder de barganha dos fornecedores, o poder de barganha dos compradores (clientes), a rivalidade entre os concorrentes atuais (especialmente se as barreiras de saída são altas), a ameaça de novos entrantes (especialmente se as barreiras de entrada são baixas) e os produtos substituitos.
O livro é essencial por sintetizar aspectos inerentes à gestão de um negócio. Além dos capítulos especificamente financeiros e contábeis, o livro traz ideias da atividade administrativa de uma forma geral.

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