É possível aliar valores e propósitos substantivos com desempenho no mercado? um estudo sobre os fundamentos da gestão social em uma organização privada

Abstract

This research aims to comprehend to what extent it is possible that a second sector organization can adopt a management model that is not totally oriented by instrumental rationality. The object of this study was the communication agency Sátia – Comunicação Consciente. The instruments of data collection were: the semi-structured interview, applied with five of the six members of the staff, and documentary analysis. The evidence analysis was made through an analysis table where Social Management foundations (characterized by communicative action) were confronted with its analogous elements existing in Strategical Management (oriented by instrumentality). The research has concluded the company studied works with a management model that reflects largely the foundations of Social Management, being characterized as an horizontal management, with a strong presence of dialogicity and intersubjectivity. Therefore, through the pieces of evidence collected it can be perceived that the organization is more oriented by the communicative acting than by the instrumental acting. Although most Social Management foundations are present, there is a certain dose of instrumentality in the organization, due to being a second sector organization. The company aims to ally values and purpose of the staff with sustainability in the Market, getting this balance through dialogue and the consensus among all the members of the staff.