1. A communication or business approach that involves expressing one's needs, opinions, and boundaries clearly and confidently while respecting others' rights and viewpoints
The company adopted an assertive strategy to increase market share by directly competing with established brands.
A empresa adotou uma estratégia assertiva para aumentar a participação de mercado competindo diretamente com marcas estabelecidas.
2. A tactic in negotiation, conflict resolution, or interpersonal communication that balances standing firm on one's position with respect for the other party
Her assertive strategy in the meeting ensured her voice was heard without alienating colleagues.
Sua estratégia assertiva na reunião garantiu que sua voz fosse ouvida sem afastar colegas.