Mudança cultural planejada: uma descrição do processo conduzido em uma organização do ramo de varejo

Abstract

Corporate changes are happening faster and are becoming even more required considering all the marketing demand and the search for results, standardization of activities and resources. In that context, it is common not to get too involved in observe their trajectory or their impacts on companies daily routine and, mainly, at the companies culture. This study aims to describe a planned cultural change process in a retail organization, as well as describe the cultural characteristics of the organization before and after the introduction of the change process, identify the critical points of the planned cultural change process, and the impacts of these changes to the organization. It was made for that a data collection as a case study in a retail company where the process of cultural change and its results were mapped within the medium-term strategic planning as a way to bring a competitive advantage and the evolution in the model of business. The description of the process carried out to bring clarity to the practical difficulties to carry out a cultural change but also points out that through correct stimuli, based on existing theories, it is possible to achieve results in terms of revenue and satisfaction with the company and its constituent parts.