Revista da ESPM MAI-JUN_2008

R E V I S T A D A E S P M – MAIO / JUNHO DE 2006 Abs tracts ENGLISH 128 I A D A E S P M – MAIO / JUNHO DE 2008 UNITY AND DIVERSITY – VIVE LA DIFFERENCE! F RANCISCO G RACIOSO pAgE 20 President Charles De Gaulle once said that it was an almost hopeless task to try to govern a country that had 387 different types of cheese. However, he did succeed in uniting the frenchmen around the idea of restoring French grandeur... The author uses this example to illustrate his thesis that it is always possible to find a balance between unity and diversity in corporations as well as in societies. Next, he takes on the question of managing differences, and uses, as an example, the Brazilian volleyball team, whose coach, Bernardinho, wrote a book on how to get the best results from difficult, even conflicting personalities. Finally, the author refers to the eternal dispute between men and nature: even though God makes each and every one exclusive, they insist in becoming alike; and quotes jurist Pontes de Miranda: “men are not born equal, but society must strive to make them less unequal”. CULTURAL DIVERSITY IN ORGANIZATIONS – CONFLICT AND INTIMACY E NRIQUE S ARAVIA pAgE 30 The intensity and speed of international exchanges have increased in recent years, as a consequence of political phenomena – such as the disappearance of the socialist block – or economical – such as the increase in liquidity and free flow of funds – and the development of IT. The trade system also becomes ever more international. In this context, cultural variables may function as obstacles or otherwise help in the general performance of organizations, and more so insofar as negotiations for agreements are involved. The article’s central idea is to discuss relations between companies and other organizations on the basis of the different cultural background of each, as well as the multicultural variables that may be present in the organizations themselves and in their internal relations, either between individuals, groups, organizations and societies. Special emphasis is given to the cultural characteristics of Brazilian organizations and individuals. THINKING DIVERSITY FROM A POINT OF VIEW OF RESPONSIBILITY L ETÍCIA V ELOSO pAgE 40 This article focus the idea of corporate diversity from a point of view of socio-environmental responsibility. Taking into consideration two possible choices of responsibility: (1) programs of social inclusion and (2) projects to enhance the Brazilian cultural and environmental diversity – it is suggested that organizations have a fundamental rôle to play in this process. Basically, the article proposes that the growing attitude of assuming corporate responsibility (both social and environmental) – in the case of Brazil – should strive to accept and incorporate the idea of diversity in a variety of ways. MONTEIRO LOBATO AND THE QUEST FOR A NATIONAL IDENTITY H UMBERTO M ARINI F ILHO pAgE 58 Whereas his stories for children remain popular, Monteiro Lobato’s lifetime struggle to see Brazil on level with the developed countries, and defend the national interests – as he saw it – are, today, a little less well-known. He was quite vocal about it, and, sometimes his actions and writing did disturb established political and/or economical interests. His ideas were a mixture of liberal, and conservative; sometimes strongly in favor of American capitalism, sometimes denouncing the abandon and oppression of rural workers, which he depicted as the famous fictional character Jeca Tatu. Lobato wanted to see Brazilians as winners, and he saw the accomplishment of his own lifetime goals as the fulfillment of Brazil’s national dream. But - the author contends - his literary success was not to have an equivalent in politics, or economics. COMMUNICATION TECHNOLOGIES, THE PUBLIC SECTOR AND NATIVE MEDIA M ASSIMO D I F ELICE pAgE 70 Technology deeply affects the way we see the world around us. From