AnÃlise de uma organizaÃÃo à luz dos modelos de Mintzberg e de Alves com base em elementos da cultura organizacional

AUTOR(ES)

OtÃvio Roberto Moraes da Silva

DATA DE PUBLICAÇÃO

2005

RESUMO

This dissertation analyses one organization in the light of two theoretic models: Mintzbergâs organizational structure model and Alvesâ multidimensional-reflexive analysis model. Both the present and the projected status of the organization were researched from the perception of the internal and external stakeholders of ADVB Pernambuco â AssociaÃÃo dos Dirigentes de Vendas e Marketing do Brasil (Marketing and Sales Officersâ Association). The analyses of the internal and external perspectives of the organizationâs identity subdivided in the identification of the perception that the internal and external stakeholders had about its present status and its projected future. Differences (gaps) were observed between these perceptions. The intended contribution to ADVB-PE is a broader understanding of the organization being analyzed and its direction in the marketing context in which it operates, enhancing its chances of survival and development. As to the data collection, a qualitative approach was taken, taking the focal group and the case study strategy its research technique. Elements of the method proposed by Moingeon and Ramanantsoa were adopted in the conduction of the focal group in order to obtain deeper answers. The results lead us to the conclusion that the two models have allowed us to analyze the organization according to the objectives proposed, although Alvesâ model has shown to be more satisfactory to the making of this analysis

ASSUNTO(S)

cultura organizacional identidade focal (foccus) group stakeholders stakeholders organizational structure grupo focal estrutura organizacional administracao organizational culture

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