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A estratégia na mudança de cultura organizacional
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Orientador(es)
Resumo(s)
A concorrência local e global entre as organizações suscita a necessidade de criar diversos
mecanismos de diferenciação a diferentes níveis, para manter os níveis de competitividade.
Estas podem necessitar de desenvolver estratégias ao nível do mercado, do produto e/ou de
processos, assim como focar também a cultura organizacional e os ativos humanos. Os
gestores devem cada vez mais aprofundar o seu conhecimento, no sentido de criar processos
internos de mudança congruentes com o seu modelo de negócio, que promovam a inovação
constante, o alinhamento cultural e consequentemente o aumento da satisfação dos seus
colaboradores e a produtividade da empresa, assim como de todos os stakeholders. A
presente investigação tem como objetivo a contextualização teórica acerca da mudança da
cultura organizacional na Carl Zeiss, um modelo desenvolvido e aplicado numa organização
internacional, onde é focado o processo de desenvolvimento e implementação desse mesmo
modelo. Procedemos a um estudo de caso, em que é analisado o modelo de mudança cultural
da Carl Zeiss, uma empresa global. Considerando o grupo Carl Zeiss como uma learning
organization, pretendemos investigar como o Modelo de Mudança Cultural promove a
inovação e as alterações na liderança.
In a globalized economy the competition among organizations push them to the need to create several mechanisms to make a difference in the market. The firms need to develop different market, product and process strategies, as well as to focus the organizational culture and human assets. Managers must understand and create internal change processes adapted to their business model, which ought to promote cultural alignment and consequently the increased satisfaction of the workers, the firm productivity and the satisfaction of the stakeholders in general. Our research aims to develop a reflexion and a standard in theoretical terms about the cultural change. We aim to understand the importance of the organizational culture, the way it appears and we want to present a specific organizational change model, developed and used in an international organization, as well as to show how this model is developed and put into place. We made a case study where we analyse the cultural change model of Carl Zeiss, AG a global organization. Considering the Carl Zeiss group as a learning organization, we want to research how the Cultural Journey model promotes innovation and the leadership style change.
In a globalized economy the competition among organizations push them to the need to create several mechanisms to make a difference in the market. The firms need to develop different market, product and process strategies, as well as to focus the organizational culture and human assets. Managers must understand and create internal change processes adapted to their business model, which ought to promote cultural alignment and consequently the increased satisfaction of the workers, the firm productivity and the satisfaction of the stakeholders in general. Our research aims to develop a reflexion and a standard in theoretical terms about the cultural change. We aim to understand the importance of the organizational culture, the way it appears and we want to present a specific organizational change model, developed and used in an international organization, as well as to show how this model is developed and put into place. We made a case study where we analyse the cultural change model of Carl Zeiss, AG a global organization. Considering the Carl Zeiss group as a learning organization, we want to research how the Cultural Journey model promotes innovation and the leadership style change.
Descrição
Dissertação de Mestrado em Estratégia
Palavras-chave
Cultura organizacional Processo de mudança Estratégia e gestão de pessoas Organizational change Change process Strategy and people management
Contexto Educativo
Citação
Editora
Instituto Superior de Ciências Sociais e Políticas