Difusão da cultura organizacional de uma empresa de infoprodução em uma comunidade de empreendedoras

Abstract

Organizational culture formally defined is a set of assumptions, beliefs/values, and artifacts shared by a group in an integrated manner (SCHEIN, 2017). In this sense, this work had the general objective of analyzing the diffusion of the organizational culture of an infoproduction company in a digital community of female entrepreneurs, between the years 2020 and 2021. The methodological path adopted in the study was outlined by the qualitative approach, classified as descriptive, using as method the simple embedded case study. Primary data were collected through semi-structured interviews with the company’s management team (founder and two female directors) and a field diary to identify the constitutive elements of its organizational culture disseminated to the community of female entrepreneurs. Secondary data were also collected, such as institutional documents, internal and external company communications, electronic portals, among others. In addition to the triangulation between data sources, the fact that the researcher belongs to the community of female entrepreneurs allowed for direct observation of the research object. The data analysis technique used was thematic content analysis with categorization theoretical and empirical criteria. The main theoretical-empirical contribution of the research was to confirm the foundations provided by the organizational culture theory advocated by literature in terms of artifacts, beliefs/values, and assumptions for cultural convergence in the case studied. In empirical terms, the identification of the practices as a fundamental element for the effectiveness of cultural diffusion stood out in the analysis, as well as aspects linked to the phenomenon of mimetic isomorphism. Furthermore, this study may also motivate new research and serve as a parameter for other similar or contrasting realities.