Strategic Positioning of Commercial Banks in Brazil : Interpretation and Institutionalization in the Organizational Analysis of Change

The objective of this study was to verify how executive's interpretive schemes have actuated as mediators of strategic positioning of the commercial banks in the face of implementation of Plano Real, in Brazil. The period of analysis: from 1992 to 1998. The gathered data allowed to point out the modifications in the executive's interpretive schemes and bank strategic positioning from two groups-specialized and diversified-to three groups-specialized, segmented and integrated-as resulting from implementation of Plano Real