R E V I S T A D A E S P M –
março
/
abril
de
2010
168
ABSTRACTS
english
Cultureand values in
Braziliancompanies: three
corporatestrategies
HERMANOROBERTO
THIRY-CHERQUES
PÁG. 86
Alwayspresent andwidely
mentioned, strategic risks resulting
fromculturaldifferenceshavebeen
hardlystudied.Theauthoranalyzes
thecontemporaryconceptualization
of culture, of valueandpresents
asummaryof threemodels to
overcomesuch risksusedby
Brazilianorganizations, theirorigin,
characteristicsand implications.
Thenewmanagerial
discourse: thehuman
sideof individuals
DULCERIBEIRO
PÁG. 106
Thepracticesanddiscourses related
to“humancapital”havegainedmore
andmorestrengthand legitimacy in
thecorporateworld. “Peopleareour
heritage” isan imperativepartof the
discourseof thoseorganizations
wishing tokeep themselves in the
market, competingamong thebest.
Leaders, in thefigureofmanagers,
are responsible fordisseminatingnew
values to leverage this rhetoric.With
theassistanceof internal campaigns
thatpackage inacreativeand
motivational fashion thenecessary
attitudes for thechange, companies
try toconquer this“humanbeing”,
whoneedsmoreandmorenew
competencies to lead, besidesbeing
open to trendsand tomarket changes
that areconsidered irreversible.
Cultural differencesand
processesof change
LORAINEBOTHOMÉMULLER
PÁG. 112
Thepresent article talksabout
culturaldifferencesanddescribes
themanagementprofessionalization
processof amultinational company,
bothat theGermanheadquarters
as inBrazil, and theconsequent
changes that involved the forms
of relationship, thecompany’s
culturalprofile, itsstrategic
repositioning, etc.Theobjectives
are todescribe theprocessofchange
andanalyze theculturalmanifesta-
tions involvingtwonationalcultures
(GermanandBrazilian)and two
regional ones (paulistaandgaúcha).
Thecompany inquestion isa
multinational from themechanical
metal sector, in thestateofRio
GrandedoSul.Thedatawere
obtainedduringa thorough
interviewand for thisanalysis
theculturalprofilesofCameron
&QuinnandHandywereused.
Individual andsocial
valuesof consumers
and theexpressionof
self bymeansof clothing
HELDASOFIACOSTAAND
PAULORIBEIROCARDOSO
PÁG. 118
Thisstudyanalyzes thevaluesof
youngadultsand inwhichway
thesevaluesare relatedwithclothing
consumption.Bymeansof a
quantitativeapproach togetherwith
asampleofPortugueseyouth, itwas
possible to reach threeessential
conclusions. Firstof all,weconcluded
that individual valuescanbegrouped
into two large typologies: “individual
values”and“social values”.Second,
weverified that social valuesare
relatedwith theexpressionof selfby
meansof clothing. Finally,wedetected
that thisexpressionbeforeothers is
relatedwith the frequency in
purchasing this typeofproducts.
Officestrategy versus
guembaefficacy
GENTILCHOJI NISHIOK
PÁG. 124
BillFord,HenryFord’sgreatgrandson,
dismissedaid from theUSgovern-
ment,presentedaplan to improve the
financesofhiscompanyandstated that
Fordwants tobeaToyota.Thiswasa
successfulofficestrategy.
