José Luis Felicio Carvalho

O monge, o executivo e o estudante ludibriado: uma análise empírica sobre leitura eficaz entre alunos de administração

3Os cursos de graduacao em administracao reunem o maior contingente de estudantes universitarios em todo o sistema superior de ensino no Brasil. Por outro lado, desde o surgimento das primeiras escolas, o processo de formacao dos futuros gestores e gerentes brasileiros vem sendo alvo de criticas contundentes, mesmo por parte de academicos da area. Essas criticas se referem nao somente a mercantilizacao do ensino superior em administracao, como tambem as consequencias, para praticantes e estudantes, da emergencia do fenomeno pop em gestao. A desordem perscrutada nesta pesquisa relaciona-se a dificuldade apresentada por alunos de administracao quanto a distincao entre livros populares de gestao, livros esotericos e livros de autoajuda, bem como ao debate sobre as consequencias advindas de uma incapacidade de se estabelecer uma clara distincao entre esses tres generos literarios. Ao analisar os resultados de uma pesquisa de campo conduzida em uma universidade publica situada na cidade do Rio de Janeiro - cujos dados foram coletados por meio de questionarios e submetidos a tratamento estatistico nao-parametrico -, foi possivel destacar as relacoes entre os tres tipos de literatura, no que se refere a percepcao dos alunos. Os resultados, que servem como alerta para aqueles que se preocupam com o ensino e com a disseminacao do conhecimento em administracao no Brasil, indicam que os futuros administradores nao parecem distinguir se estao lendo livros de autoajuda, esotericos ou de popmanagement . Palavras-chave : leitura na graduacao; ensino de administracao; literatura pop-management ; estatistica nao-parametrica.

Redes interorganizacionais, poder e dependência no futebol brasileiro

A partir do caso de um clube de futebol profissional, a pesquisa procura construir uma rede interorganizacional de modo a identificar os atores envolvidos e a examinar como se estabelecem relacionamentos entre eles. Os dados foram obtidos por meio de entrevistas semi-estruturadas com informantes diretamente envolvidos no caso e com outros profissionais relevantes. As analises focalizaram relacoes duais: televisao / esporte; esporte / patrocinador; e televisao / patrocinador. Observou-se que a maior empresa nacional de televisao, representando uma emissora aberta e um canal fechado, e a grande detentora do poder na rede, sendo a unica empresa de transmissao capaz de pagar os direitos cobrados e, assim, oferecer um recurso essencial para as entidades esportivas e para os patrocinadores, que e a exposicao. Os patrocinadores, tambem, sao importantes para as entidades esportivas, pois representam, em media, 25% das receitas dos clubes. As entidades esportivas, a seu turno, fornecem o “produto” – o “desempenho esportivo” – mas, em funcao de sua relativa debilidade financeira, tem apenas reduzido poder na rede.

O "Grande Irmão" e a empresa: indústria cultural, reality shows e espetáculos organizacionais

This essay aims a closer communication between dissatisfied researchers and organizationals actors not so effectively identified with critical readings and more interested in paying homage to certain products of the cultural industry. The main goal of the text is to disclose the closing points between reality shows and productive organizations. In this sense it invites other equally unsatisfied academics with the recurrent difficulty to establish a critical dialogue between theoreticians and practitioners. Initially the text discusses mass culture, reality shows and companies as products and producers of a social representation focused on the show and the hiperreality. It illustrates its arguments presenting three aspects of the problem: selection of participants, power saggy games and behavior manipulation. In such context, the position of academics as mere spectators does not seem to accord with the challenges faced by the players/participants/actors of the programs and the organizations.

INVESTIMENTO EXTERNO DIRETO CHINÊS NO BRASIL: MOTIVAÇÕES, DESAFIOS E PERSPECTIVAS

The objective of this research was to identify motivations presented as established by Chinese companies that perform foreign direct investment in Brazil, as well as the challenges encountered in this process and their future prospects. After a structured bibliography review of topics from foreign direct investment and Chinese investment in Latin America and Brazil, we conducted an empirical study on qualitative basis from the consultation to key informants, the methodological approach that has been used in international business studies that focus on containing China or with managers and / or Chinese managers as respondents. The procedures of data collection involved semi-structured interviews conducted, in person and by phone, in addition to questionnaires containing open questions, while processing the data followed the protocol of classical content analysis. The results of the empirical stage of the research highlight cultural and political issues that underlie strategic business decisions.

A dimensão histórica dos discursos acerca do empreendedor e do empreendedorismo

This theoretical essay, through a historical perspective in organizational studies, seeks to identify and discuss the discursive appropriation of the idea of entrepreneurship at three different times: (a) in the classical period of the formation of capitalism; (b) in monopolistic capitalism; and (c) in current capitalism. As the discourses are not neutral, the identification of these discontinuities enable the unveiling of ideological arguments that often naturalize historical phenomena that permeate the discourses, corroborate the current resuscitation of a specific entrepreneur model and opt for the contemporary capitalist company as the central point of the process of the generation of wealth, income and employment in society. The results suggest that the (re)production of discourses in the logic of the market system nowadays allows the idea of entrepreneurship to have an important role in society: to ensure that every individual accepts as his own the goals of reproduction of the capitalist system. For this reason, this process moves away from the quest for emancipation and, instead, promotes oppressive models of individual behavior through appropriate expectations and specific forms of conduct.

PLANEJAMENTO DE CENÁRIOS E AMPLIFICAÇÃO DA VARIABILIDADE DA DEMANDA

This case was based on the problems facing the Delta, a leader in the Brazilian urban pest control, from the dengue epidemic in the summer of 2007/2008, while sales of insecticides and repellants by industry players reached volumes significantly higher than expectations. Failures in forecasting demand caused shortages of products to sell, wear the companys relationship with its dealers, difficulties in production and also loss of market share from DELTA and GAMMA deputy leader for alternative brands. The nature of the problems suggests questions involving the structure of industry and the establishment of the marketing arena, as well as decisions on governance, administration and management involved in setting up own business. Constructed from data collected through literature review, desk research and direct observation techniques, the narrative unfolds from the ideas of uncertainty, organizational transformation and integration by providing opportunities for exploiting the case in disciplines of Strategy, Marketing, Production and Ethics, preferably at the graduate level or raw materials of post-graduation.

LEGITIMIDADE, DISCURSOS ORGANIZACIONAIS E RESPONSABILIDADE SOCIAL EMPRESARIAL

The purpose of this paper is to identify and discuss the power´s relations between social actions implemented by private organizations within Corporate Social Responsibility and the attribution legitimate process to the businessman´s social role. Grounded in the Structuralism Theory, developed by Anthony Giddens, this study relied upon the discourse analysis method and spotlighted the organizational discourses published on two business publications.