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Master's Dissertation
DOI
10.11606/D.27.2010.tde-17022011-123551
Document
Author
Full name
Simone Alves de Carvalho
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2010
Supervisor
Committee
Oliveira, Paulo Roberto Nassar de (President)
Barreto Filho, Eneus Trindade
Crescitelli, Edson
Title in Portuguese
Características identitárias brasileiras: suas influências na pequena empresa
Keywords in Portuguese
Comunicação organizacional
Identidade brasileira
Identidade organizacional
Imagem organizacional
Marketing
Pequena empresa
Abstract in Portuguese
Esta dissertação de mestrado busca apresentar o tripé pequena empresa no Brasil no contexto da identidade organizacional e identidade cultural brasileira, cuja motivação foi considerar que a pequena empresa é de extrema importância para a constituição da sociedade, pois gera emprego e renda, especialmente fora dos grandes centros urbanos. A identidade e imagem organizacional são alavancadores de seu sucesso comercial e todos estes elementos estão intrinsecamente relacionados com o contexto cultural brasileiro. Esta dissertação divide-se em arcabouço teórico, em que se pesquisaram, através de levantamento bibliográfico, os temas empreendedorismo, pequena empresa, plano de negócio, marketing, comunicação organizacional, identidade e imagem organizacional, memória organizacional, mito da formação do Brasil e características identitárias brasileiras. Na segunda parte apresentam-se as análises dos estudos de casos, acompanhadas pelas entrevistas com duas pequenas empresas, uma do ramo industrial, a outra uma prestadora de serviços. Nas considerações finais constatam-se os resultados deste trabalho, em que se confirma a presença de características identitárias brasileiras na gestão e na comunicação das pequenas empresas.
Title in English
Brazilian identity characteristics: their influence on small businesses
Keywords in English
Brazilian identity
Marketing
Organizational communication
Organizational identity
Organizational image
Small business
Abstract in English
This dissertation aims to present the tripod small company in Brazil in the context of organizational identity and Brazilian cultural identity, whose motivation was to consider that the small business is of utmost importance for the constitution of society, because it generates jobs and income, particularly outside major urban centers. A positive organizational identity and image are leveraging its commercial success and all these elements are intrinsically related to the Brazilian cultural context. This dissertation is divided into theoretical, which investigated, through literature, the themes entrepreneurship, small business, business plan, marketing, organizational communication, organizational image and identity, organizational memory, myth of the formation of Brazil and features Brazilian identity. The second part presents the analysis of case studies, accompanied by interviews with two small companies, an industrial branch, the other a service provider. The final remarks note the results of this study, which confirms the presence of Brazilian identity characteristics in the management and communication of small businesses.
 
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Publishing Date
2011-05-26
 
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