A relação da identidade e da comunicação organizacional entre empresas terceirizadas e tomadoras multinacionais
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Data
2018-08-28
Autores
Pavanello, Patrícia Graziela
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Editor
Universidade Estadual Paulista (Unesp)
Resumo
Diariamente nos deparamos com a utilização de serviços, e este é o setor investigado por esta pesquisa. Especificamente o ambiente organizacional mediado pela prestação de serviços entre empresas prestadoras e tomadoras dos mesmos. O perfil de uma empresa de terceirização apresenta desafios culturais e comunicacionais, pois além de formar a sua identidade, precisa ser flexível e interagir com outras culturas em períodos sazonais. Apresenta-se o objeto de pesquisa a partir da análise sobre a comunicação organizacional e sua influência no processo de formação de identidade entre os funcionários de empresas terceirizadas e suas tomadoras de serviço. Para isso, o objetivo geral pretendeu compreender o papel da comunicação organizacional na relação entre empresas tomadoras multinacionais e prestadoras de serviços terceirizados, considerando a construção de identidade corporativa. Como objetivos específicos tem: observar como se dá a gestão da comunicação adotada pelas tomadoras e terceirizadas no que tange a relação entre elas; compreender os desafios que compõem a relação entre as empresas tomadoras e terceirizadas; e inferir sobre a influência da cultura do país de origem das multinacionais no processo de comunicação organizacional, no que se refere à construção de identidade corporativa no empregado da prestadora. As metodologias utilizadas foram a observação participante, o que resultou no diário de campo; pesquisa qualitativa, no formato de entrevistas abertas com gestores das empresas tomadoras e prestadoras, e quantitativa a partir da aplicação de questionário semiestruturado com os funcionários. Sob o olhar de conceitos relativos à identidade, comunicação organizacional, cultura organizacional, comunicação interna e paradigma relacional, foram decodificados e interpretados os resultados que, por sua vez, demonstraram que a cultura organizacional das tomadoras é fator de exigência pelas mesmas. A comunicação, por sua vez, altera-se em alguns momentos entre utilização instrumentalista e pontuações de dialogia, ao se observar a partir do viés do paradigma relacional. Conclui-se que a pesquisa possibilitou a observação de pontos de intersecção entre o planejado e idealizado com o construído cotidianamente no ambiente das organizações tomadoras e os funcionários das empresas terceirizadas, como elas em si são condicionados a atendê-las.
The profile of an outsourcing company presents cultural and communication challenges, as well as forming their identity, needs to be flexible and interact with other cultures in seasonal periods. Thus, the object of this research is based on the analysis of organizational communication and its influence on the process of identity formation among employees of outsourced companies and their service takers. For this purpose, the general objective is to understand the role of organizational communication in the relationship between multinational borrowing companies and outsourced service providers, considering the construction of corporate identity. As specific objectives it has: to observe how the communication management is adopted by the borrowers and outsourced in relation to the relation between them; understand the challenges that make up the relationship between borrowing and outsourcing companies; and to infer about the influence of the culture of the country of origin of the multinationals in the process of organizational communication, regarding the construction of corporate identity in the employee of the provider. The methodologies used were the participant observation, which resulted in the field diary, qualitative in the format of open interviews with managers of the borrowing and providing companies and quantitative from the application of a semi-structured questionnaire with the employees. In the perspective of concepts related to identity, organizational communication, organizational culture, internal communication and relational paradigm, the results were decoded and interpreted, which, in turn, demonstrated that the situations of the culture of the Borrowers ends up being demanded and the communication mixes instrumental positions and mechanistic, influence the development of the relational paradigm in terms of contextual, relational and symbolic, but it does not develop fully, bumping into structural and cultural issues related to the interpretation of communication. It is concluded that the research made it possible to observe points of intersection between the planned and idealized with the one constructed daily in the environment of the borrowing organizations and the employees of the outsourced companies, as they themselves are conditioned to serve them.
The profile of an outsourcing company presents cultural and communication challenges, as well as forming their identity, needs to be flexible and interact with other cultures in seasonal periods. Thus, the object of this research is based on the analysis of organizational communication and its influence on the process of identity formation among employees of outsourced companies and their service takers. For this purpose, the general objective is to understand the role of organizational communication in the relationship between multinational borrowing companies and outsourced service providers, considering the construction of corporate identity. As specific objectives it has: to observe how the communication management is adopted by the borrowers and outsourced in relation to the relation between them; understand the challenges that make up the relationship between borrowing and outsourcing companies; and to infer about the influence of the culture of the country of origin of the multinationals in the process of organizational communication, regarding the construction of corporate identity in the employee of the provider. The methodologies used were the participant observation, which resulted in the field diary, qualitative in the format of open interviews with managers of the borrowing and providing companies and quantitative from the application of a semi-structured questionnaire with the employees. In the perspective of concepts related to identity, organizational communication, organizational culture, internal communication and relational paradigm, the results were decoded and interpreted, which, in turn, demonstrated that the situations of the culture of the Borrowers ends up being demanded and the communication mixes instrumental positions and mechanistic, influence the development of the relational paradigm in terms of contextual, relational and symbolic, but it does not develop fully, bumping into structural and cultural issues related to the interpretation of communication. It is concluded that the research made it possible to observe points of intersection between the planned and idealized with the one constructed daily in the environment of the borrowing organizations and the employees of the outsourced companies, as they themselves are conditioned to serve them.
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Palavras-chave
Identidade organizacional, Cultura organizacional, Comunicação organizacional, Paradigma relacional, Comunicação interna, Terceirização, Organizational culture, Organizational communication, Relational paradigm, Internal communication, Outsourcing