Showing papers in "Rae-revista De Administracao De Empresas in 2002"

A fenomenologia e a pesquisa dos espaços de serviços

Abstract: Conventional methodological approaches fall short of being able to provide an adequate understanding of the prime interactive experiences customers undergo in service physical environments. Recently, the acceptance of phenomenology as an emergent approach to marketing issues opens both an interesting as well as fruitful alternative to investigate those encounter situations. Despite these promising conditions, practical guidelines for a better use of phenomenology by marketing authors seem to be missing. This paper presents some procedures and indications that may help justifying phenomenology as a convenient methodological option to foster research on service physical environments.

Um texto, múltiplas interpretações: antropologia hermenêutica e cultura organizacional

Abstract: Neste artigo pretende-se contribuir para a compreensao do papel exercido pela dimensao simbolica na construcao da realidade organizacional Parte-se da apresentacao de dados etnograficos que descrevem um caso ilustrativo de conflitos culturais no universo empresarial Em seguida, sao realizadas algumas reflexoes teoricas a partir do caso apresentado Nesse momento, procura-se: a) empreender uma breve revisao de literatura sobre a antropologia simbolico-interpretativa tomando como referencia os trabalhos de Clifford Geertz, principal representante dessa corrente da disciplina antropologica, bem como as ideias de alguns de seus interlocutores; e b) traduzir as ideias originarias da antropologia interpretativa ou hermeneutica para pensar a dinâmica cultural nas organizacoes O proposito final do artigo e, portanto, fazer avancar o debate sobre cultura organizacional, apresentando as contribuicoes dessa perspectiva antropologica como uma possibilidade de superacao dos limites deixados pela corrente funcionalista ate entao dominante nesse subcampo de estudos

Liderança estratégica e criação de valor

Abstract: A criacao de valor tanto nas organizacoes recem-criadas quanto nas ja estabelecidas e uma tarefa complexa e desafiadora. A lideranca estrategica cria condicoes favoraveis para esse processo e para a maximizacao do retorno sobre o investimento. A lideranca gerencial provavelmente conseguira, no maximo, retornos equivalentes a media dos retornos. As organizacoes lideradas por visionarios que nao possuem apoio de uma lideranca gerencial solida podem perder seus recursos ate mais rapidamente do que as dirigidas por lideres gerenciais. Este artigo define lideranca estrategica e diferencia os conceitos de lideranca estrategica, visionaria e gerencial. Alem disso, analisa os diferentes vinculos entre esses tres tipos de lideranca e a criacao de valor. Quando as organizacoes restabelecem o controle estrategico e permitem o desenvolvimento de um grupo de lideres estrategicos, eles serao fonte de maximizacao do retorno sobre o investimento. O resultado sera a criacao de valor para os funcionarios, clientes, fornecedores e acionistas.

Climas éticos e comportamentos de cidadania organizacional

Abstract: O estudo analisa as relacoes entre cinco climas eticos e quatro Comportamentos de Cidadania Organizacional (CCO). A amostra e composta por 269 diades superior-subordinado. Cada subordinado descreveu as suas percepcoes de climas eticos; os seus CCO foram relatados pelo respectivo superior. Os dados sugerem o seguinte: a) as pessoas retraem-se na execucao de CCO quando denotam elevadas percepcoes do clima auto-interesse; b) algo similar ocorre com o clima leis/codigos; c) as mulheres e os homens reagem distintamente ao clima lucros; d) os padroes de reacao dos colaboradores fabris e nao-fabris tambem divergem. Os resultados indicam a necessidade de se desenvolverem pesquisas que testem a existencia de variaveis moderadoras na relacao climas-CCO.

Etnografia e cultura organizacional: uma contribuição da antropologia à administração de empresas

Abstract: The article discusses contributions of anthropology to management through the analysis of the knowledge produced through its classical method, the ethnography, in an interpretative approach. Beginning with the identification of the differences between the anthropological and management approaches of the culture concept, the article abandons the last one and shows how ethnography can be useful in a detailed interpretation of the cultural dynamics in an organization or in part of it, allowing a deeper comprehension of human behavior in this context and a more realistic picture of the challenges managers face everyday.

Empreendedorismo e construção da base de recursos

Abstract: Strategies for attaining competitive advantages emphasize developing and configuring existing resource strengths into a valuable and unique resource base. But what if you do not yet have a legacy of resource strengths? Entrepreneurs in emerging organizations must first assemble resources, then combine them to build a resource platform that will yield distinctive capabilities. The case studies included in this article illustrate the challenges entrepreneurs confront in identifying, attracting, combining, and transforming personal resources into organizational resources. We offer two analytical tools for assessing initial resource needs and developing a resource strategy that can enhance possibilities for wealth creation. Our pathway approach provides guidance for entrepreneurs constructing a resource base.

Redes de aprendizado em sistemas complexos de produção

Abstract: This paper is an attempt to demonstrate that firm networks is the typical institutional arrangement of Complex Production Systems, marked by a strong specialization of participating agents and an intense complementarity among them. In this type of arrangement, the firm in charge of network governance needs to stimulate the search for collective efficiency. This search, in turn, given the frequent heterogeneity among agents, ends up inducing the formation of a learning network. In spite of the fact that the accumulated knowledge on learning networks is precarious, it is possible to recommend, based on a literature review and the example of a learning network being implemented in Brazil, the following points: the network needs a clear purpose translatable in a target to be met by a learning process; it is necessary to create a structure, which can be virtual, and define resources and mechanisms to be used in the implementation and support of the network; it should be tried to forecast, departing from other experiences, the inevitable difficulties that would come up in the design and implementation of such networks.

Gestão de recursos humanos e identidade social: um estudo crítico

Abstract: No inicio deste artigo, descrevemos os diversos tipos de identidade social formados a partir das relacoes de trabalho e os associamos a dois modelos de gestao de recursos humanos: o Modelo Instrumental e o Modelo Politico. Pretendemos mostrar como as praticas de gestao proprias aos modelos citados estao relacionadas com o grau de autonomia e diferenciacao de suas identidades atingido pelos atores sociais nas organizacoes. Apos apresentar resumidamente o metodo da Analise Comparativa Continua e os pressupostos metodologicos que embasaram este artigo, relatamos um estudo de caso realizado em uma empresa francesa do setor de informatica. Concluimos que atores sociais autonomos, acostumados ao Modelo Politico de Gestao de Recursos Humanos, tem dificuldades em aceitar mudancas que implementem praticas gerenciais mais restritivas, proprias ao Modelo Instrumental. Nesse tipo de situacao, a resistencia dos atores sociais pode ameacar a consolidacao do processo de mudanca organizacional.

A implementação de inovação radical em empresas maduras

Abstract: There is increasing evidence of the importance of radical or breakthrough innovation to long-term firm success in the competitive marketplace today. Although this recognition has permeated many established companies, there is uncertainty about how to accomplish such innovation. This article is based on a six-year longitudinal study of 12 radical-innovation projects in 10 large, mature companies. The life cycle of radical-innovation projects is unlike those of incremental projects, because of an abundance of uncertainties and discontinuities. These characteristics require that radical-innovation projects be managed quite differently from incremental ones. Seven key strategic imperatives are offered for successfully implementing radical innovation.

Comprometimento com o trabalho: padrões em diferentes contextos organizacionais

Abstract: The research on organizational, career and union commitment has been requiring the analysis of how the worker simultaneously structures his or her commitments towards these three foci. After identifying eight commitment patterns in a sample of 1,029 workers from twenty Brazilian organizations, this study analyses the distribution of those patterns in four organizational contexts. These contexts were differentiated according to the level and type of organizational innovation which had been implemented as a demand from economic and technological processes. The results demonstrate that the classic bureaucratic organization is significantly different from the other innovative organizations: it includes more low organizational commitment patterns.

Experiências em cenários temáticos de serviços

Abstract: This article aims to enhance the understanding of the psychology of consumer behavior during services experiences. It works with an environmental psychology framework because of its ability to explore interactions between customers and servicescapes. By using examples from the environmental lighting stimuli, it provides some insights into the management of service physical facilities by integrating service phenomenon and human existence. It elaborates further on the themed environments and presents a strong argument concerning the fulfillment of consumer perceptual experiences in the “moments of truth”. Within this context, a coherent conceptual framework is ferreted and shows some long forgotten aspects that reveal new opportunities for using lighting resources and drama theory in service production.

Fatores de impacto no sucesso do marketing boca a boca on-line

Abstract: O marketing boca a boca caracteriza-se pela divulgacao de produtos e servicos por canais interpessoais e consiste em um componente essencial no composto de comunicacao de diversas empresas. Nesse sentido, o crescimento do numero de consumidores conectados a Internet motiva as empresas a buscarem caminhos para maximizar o marketing boca a boca por meio de ferramentas on-line, como o marketing viral. Com o objetivo de identificar as principais caracteristicas de uma acao eficaz de marketing boca a boca virtual, realizou-se uma pesquisa exploratoria com usuarios de Internet em janeiro e fevereiro de 2001. Ao final, sao indicados seis fatores que podem influenciar o sucesso do marketing boca a boca virtual.

Capital social: explorando a rede de relações da empresa

Abstract: Organizations are operating in an increasingly complex world, where knowledge is continuously changing, requiring them to apply large amounts of information. Accordingly, they need to source large amounts of knowledge from outside the organization, a process that is accomplished when organizations tap their linkages to external organizations and individuals. This article explores a variety of methods that can be used to access knowledge that lies outside the organization’s boundaries, such as how to take advantage of social capital. Additionally, as organizations develop their relationships with external entities they also need to continuously monitor the quality of knowledge derived from such sources; there is always the danger of such relationships becoming a liability without the organization being aware of it. This paper details the various ways through which such pitfalls may be avoided.

Clima organizacional: um estudo em uma empresa de telecomunicações

Abstract: The objective of the study is to identify sales professionals’, consultants’ and market analysts’ perceptions concerning the organizational climate of a telecommunications company, a public telephone concessionary. The employees directly linked to the Director of Marketing and Services took part in this study. The organizational climate analyzed is based on the employee perception about seven factors in the following categories: conformance, responsibility, performance standards, rewards, organizational clarity, human warmth/ support and leadership. Combining the theory of human motivation and the conceptual models about organizational climate, each category is analyzed according to the theory of the three motives/social needs: power, fulfillment and affiliation.

AME de estratégia e liderança. Liderança estratégica e criação de valor

Abstract: Wealth creation in entrepreneurial and established organizations is a complex, challenging task in today’s global and technologically advancing business environment. Strategic leadership enhances the wealthcreation process in entrepreneurial and established organizations, and leads to above-average returns. On the other hand, managerial leadership will likely lead to average returns at best, but is most likely to achieve below-average returns and destroy wealth. Organizations led by visionaries who are not properly supported by strong managerial leadership may destroy wealth even more quickly than organizations led by managerial leaders. This article defines strategic leadership, differentiates among the concepts of strategic, visionary, and managerial leadership, and examines the differential links between the three types of leadership and wealth creation. When organizations restore strategic control and allow the development of a critical mass of strategic leaders, these leaders will be a source of above-average returns. The result will be wealth creation for the employees, customers, suppliers, and shareholders of entrepreneurial and established organizations.

AME de estratégia e liderança. Competências organizacionais e vantagem competitiva: o desafio da gerência intermediária

Abstract: Although most managers recognize that a firm’s competencies are an important source of competitive advantage, many firms encounter difficulties when they attempt to identify and assess those competencies. Specific competencies are often ambiguous to managers, and individual perceptions of a firm’s competencies may vary significantly. This lack of specificity may mask significant misunderstanding and confusion about competencies. When this misunderstanding or confusion occursamong middle managers who are responsible for the day-to-day management of these competencies, the implications for an organization can be serious. We identify and examine key characteristics of competencies and the relationship between middle managers’ perceptions of competencies and firm performance. We report a study of middle managers at 17 organizations in two industries: textile manufacturing and hospitals. Results demonstrate the linkages between competencycharacteristics and firm success. In addition, we describe a method that any firm can use to assess its competencies, and we show how management can use the assessment to enhance the firm’s competitive advantage.

Competências organizacionais e vantagem competitiva: o desafio da gerência intermediária

Abstract: Although most managers recognize that a firm’s competencies are an important source of competitive advantage, many firms encounter difficulties when they attempt to identify and assess those competencies. Specific competencies are often ambiguous to managers, and individual perceptions of a firm’s competencies may vary significantly. This lack of specificity may mask significant misunderstanding and confusion about competencies. When this misunderstanding or confusion occurs among middle managers who are responsible for the day-to-day management of these competencies, the implications for an organization can be serious. We identify and examine key characteristics of competencies and the relationship between middle managers’ perceptions of competencies and firm performance. We report a study of middle managers at 17 organizations in two industries: textile manufacturing and hospitals. Results demonstrate the linkages between competency characteristics and firm success. In addition, we describe a method that any firm can use to assess its competencies, and we show how management can use the assessment to enhance the firm’s competitive advantage.

Organização e satisfação no contexto do teletrabalho

Abstract: This article results from a research on telework which was conducted with six public and private organizations. We also did a phone survey for which we have some 500 respondents, half of which are “salaried teleworkers”. After having presented a portrait of who does telework, we deal with issues such as the impacts of telework on work organization and working conditions, as well as the advantages and disadvantages that workers see in telework. We also address the issue of satisfaction among teleworkers, and conclude on the main dimensions to be addressed by organizations that want to implement telework. While the research was not carried out in Brazil, but in Canada, Brazilian firms have the same interest as Canadian firms in developing telework, that is reducing urban congestion, increasing their presence in different parts of the large national territory and ensuring the satisfaction of their workers to increase productivity and quality.

All that jazz: três aplicações do conceito de improvisação organizacional

Abstract: The theme of improvisation constitutes an emerging topic in the field of management and organizations. The concept entered organization studies in association with the jazz metaphor but, due to the growing number of empirical studies, it is acquiring an increasing level of prominence and instrumental value. This article discusses the relationship between jazz music and management studies. It starts with an exploration of the relationship between jazz and organizing and then focuses on the central element of jazz, i.e. improvisation. The implications of the concept of improvisation are then discussed, with the emphasis given to internal (structure), external (turbulence), and interface (organizational change) issues.

Fatores de localização de incubadoras e empreendimentos de alta tecnologia

Abstract: This article examines, in the light of the main theories of industrial location, the locational issues concerning technological incubators and high tech firms. First, it touches aspects of the Traditional Theory of Industrial Location and the main theoretical advances in relation to the seminal writings, trying to identify what are the most relevant factors to the creation and the development of high tech firms. Second, it investigates the relation between Brazilian high tech incubators and the milieu where they are found, trying to assess what are the most relevant factors that push the creation process and the development of such businesses. The data presented result from a national survey that included the totality of the high tech incubators in operation in the country and reflect the incubators managers’ point of view regarding the locational aspects of the businesses.

AME de estratégia e liderança. Empreendedorismo e construção da base de recursos

Abstract: Strategies for attaining competitive advantages emphasize developing and configuring existing resource strengths into a valuable and unique resource base. But what if you do not yet have a legacy of resource strengths? Entrepreneurs in emerging organizations must first assemble resources, then combine them to build a resource platform that will yield distinctive capabilities. The case studies included in this article illustrate the challenges entrepreneurs confront in identifying, attracting, combining, and transforming personal resources into organizational resources. We offer two analytical tools for assessing initial resource needs and developing a resource strategy that can enhance possibilities for wealth creation. Our pathway approach provides guidance for entrepreneurs constructing a resource base.

Governança e pensamento estratégico: uma crítica a Michael Porter

Abstract: In this essay, the author analyses, or more precisely deconstructs, the essence of thinking about “strategy” and the overall governance of organizations predominating the current academic management scene By drawing on a simultaneously historical, heuristic, epistemological and methodological reading of the dominant work and system on this subject, which he refers to as “porterism”, the author presents a resolutely critical review of the full range of theories of managerial “strategy” as well as those of the most notable author in the field, namely, Michael Porter

Tecnologia de informação e mudança: uma abordagem crítica

Abstract: This article critically analyzes the purely “tecnicist” and instrumental perspective that prevails in the information technology (IT) literature. The adaptive changes are differentiated from the paradigmatic changes, and the changes enabled by the IT are restricted to the efforts to improve the organization performance still within the dominant paradigm. Within the adaptive changes facilitated by IT, it is discussed how the distortions caused by the instrumental reasoning in the stakeholders' perception of the nature of information, language, communication and cognition seriously hurt the strategic management of information systems. Without neglecting the consequences of these distortions, it is defended that the IT myth brings consequences even worse, once this conception assumes that IT, by itself, can change the world. Presupposing that, to confront the myth, new epistemologies are necessary, aspects of the systemic view, critical theory and post-modernism are presented. To overcome the limits of the instrumental reasoning, the article suggests a paradigmatic and ideological change perspective, supported by a substantive reason that direct people's actions towards the search of ecology equilibrium and the practice of social justice, situating the debate of the change process on an ethical perspective.

O impacto dos gestores narcisistas nas organizações

Abstract: Destructive narcissism (DN) is both a common and significant problem in organizations. The outward self-confidence, drive for power, and ruthlessness of destructively narcissistic managers (DNManagers) facilitate their rise to positions of power. At the same time, their devaluation of others, singular focus on what is best for themselves, and difficulties in working with others can markedly impair an organization’s morale and performance, and even drive away the most talented employees. Most large organizations have enough DNManagers to present a significant and costly problem. This article begins by discussing the nature and origins of DN. It next discusses how DN can both facilitate a manager’s rise to positions of power and do significant damage to the organizations they work for. Two detailed case studies are provided. The article explores why DNManagers are able to survive and prosper in some organizations despite their destructive behavior, how people can recognize DNManagers more quickly, and how to design organizations to decrease the prevalence of DNManagers. Finally, the article provides recommendations for how other managers, executives and boards of directors can deal with DNManagers and CEOs.

Captação de recursos por fundos de investimento e mercado de ações

Abstract: O presente artigo analisa a relacao contemporânea e defasada entre fluxos de entrada e saida de recursos nos fundos de acoes no Brasil e o desempenho de alguns ativos fundamentais, tais como o Indice Bovespa, a taxa de câmbio comercial e a taxa de juros no mercado interbancario. Os principais objetivos do trabalho sao (1) encontrar evidencias de que o fluxo de recursos depende do desempenho desses ativos, com particular atencao para o Indice Bovespa, e (2) verificar se as estatisticas de captacao de recursos podem ser utilizadas para prever precos futuros, principalmente o valor da carteira do Indice Bovespa. Com o auxilio de diversas ferramentas de analise de series temporais, sao obtidos resultados que indicam haver evidencias da dependencia entre captacao de recursos e desempenho do Indice, mas que o conhecimento do fluxo de recursos nao ajuda a prever seu o desempenho futuro, resultado compativel com a eficiencia semiforte do mercado brasileiro de acoes.

Resistência carnavalesca ao espetáculo global

Abstract: Este artigo apresenta uma proposta de aplicacao critica pos-moderna do "espetaculo" de Debord e do "carnaval" de Bakhtin as encenacoes que tem acontecido nas ruas das cidades, nos campi de universidades e na Internet resistindo a nova economia globalizada. Na ultima decada, a Administracao Publica passou por uma virada pos-moderna, ficando presa as encenacoes conflitantes de um espetaculo corporativo orquestrado pela midia e ao carnaval de resistencia do discurso de globalizacao. Pretende-se neste artigo teorizar a interacao do espetaculo e do carnaval como construcoes teatrais de poder e resistencia empresarial e estatal. Sao analisados o crescimento do espetaculo da industria de monitoramento, que atesta codigos corporativos de conduta em narrativas de progresso, e os carnavais anti-sweatshop1 e anti-globalizacao, que desempenham um roteiro de entrega no teatro de rua, nos shows de moda anti-sweatshop e no ativismo cibernetico.

Jazz & novos formatos organizacionais. All that jazz: três aplicações do conceito de improvisação organizacional

Abstract: The theme of improvisation constitutes an emerging topic in the field of management and organizations. The concept entered organization studies in association with the jazz metaphor but, due to the growing number of empirical studies, it is acquiring an increasing level of prominence and instrumental value. This article discusses the relationship between jazz music and management studies. It starts with an exploration of the relationship between jazz and organizing and then focuses on the central element of jazz, i.e. improvisation. The implications of the concept of improvisation are then discussed, with the emphasis given to internal (structure), external (turbulence), and interface (organizational change) issues.