It is therefore highly prized in contemporary business administration theories. It is also shown that the whole of modern society is oriented toward technological advance and it consequently tends to value efficiency above all other values. Considering other values found in different cultures, there needs to be a better knowledge of them. This study establishes ludus as a typical value of Brazilian culture. An analogy is drawn between the sense of playfulness described and praised by Brazilian authors, and the sense of detachment from technology proposed by Jacques Ellus as a condition for creating a real civilization with technological progress.
Efficiency is a value highly considered, particularly in our contemporary technological society.
This paper intends to show that the conflict is in fact apparent, the values being contrary and not contradictory. There is a way of integrating them. Efficiency is highly prized in a culture turned toward productivity. It is therefore cultivated in contemporary business administration theories. It also tends to be prized above all other values in modern society, as society is more and more oriented toward technological advancement.