Organizational Culture under the Perspective of the Brazilian Regional Culture

ABSTRACT This essay has the objective of analyzing the Brazilian cultural context and its influence on the organizations universe from a cultural regional perspective that goes beyond the functionalist paradigm and advances through contemporary concepts, like cultural flows and the local cultural codes. In an international perspective, in studies that consider the perspective of cultural adaptation, it is possible finding a significant volume of research that emphasizes the distinctions between regions or nations. On the other hand, when it these studies deal with this perspective inside each culturally diversified country it seems that there isn’t the same expression in the rural areas. In Brazil there isn’t the same intensity of effort of research. Besides, in our country the cultural diversity is recognized, and the analyses that consider the influences of the culture variable can potentially contribute for the efficiency of the organization’s internal and external relations. It is defended that organizations need to contemplate in their actions what it is called local cultural legitimacy, especially when these organizations work in distinct contexts, respecting the local values and cultural practices. Brazil has different cultural regions where it is possible finding different consumers and employees and distinct cultural codes that indicate the need of different forms of management.

【摘要】本文旨在以超越功能主义范式（functionalist paradigm）的文化区域视角，结合文化流动（cultural flows）、本土文化符码（local cultural codes）等当代学术概念，分析巴西文化语境及其对组织领域的影响。从国际视角来看，在聚焦文化适应（cultural adaptation）视角的研究中，已有大量文献着重探讨不同地区或国家之间的文化差异。另一方面，当此类研究针对各文化多元国家内部的该视角展开时，其在农村地区的相关探索却明显不足，巴西的同类研究力度亦较为薄弱。此外，巴西的文化多样性已得到学界公认，而纳入文化变量影响的分析，有望提升组织内外关系的运行效率。本研究主张，组织在经营活动中需将所谓的“本土文化合法性（local cultural legitimacy）”纳入行动考量，尤其是在不同语境下开展业务时，应充分尊重当地的价值观与文化实践。巴西拥有多个各具特色的文化区域，各区域拥有差异化的消费群体、员工群体以及独特的文化符码，这意味着需要采取差异化的管理方式。