A força da cultura e seu impacto nas decisões empresariais
Autor:                                    Antonio Carrilho Farias | Publicado: 2013-09-15T23:02:00-03:00

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Antonio Carrilho Farias, 15 de setembro/2013.





O
universo de estudos sobre cultura não parece caber sequer em uma obra de duas
ou três centenas de páginas, dado a imensa complexidade e abrangência desse
tema. Há, por exemplo, uma boa discussão entre os estudiosos, sobre o conceito
de natureza e cultura, no que se refere à questão em que momento acaba a
primeira e quando começa a segunda.&nbsp; Para
alguns estudiosos, o tema é polêmico e até afirmam que não há um limite rigoroso
entre natureza e cultura. Um dos possíveis indicadores dessa interface poderia ser
a produção de instrumentos, entendendo-se como tal um conjunto de artefatos
visíveis e produzidos pelo ser humano. Há outros, como o antropólogo francês
Lévi-Strauss, citado por Cuvillier (1975), que acreditam que a linha de
separação entre natureza e cultura não seria a concepção ou produção desses
instrumentos, mas a presença da linguagem simbólica. Nesse sentido, quando se
tem uma linguagem que traduza humanamente uma forma de comunicar, isso estaria
na ordem da cultura e não mais da natureza.



Gosto particularmente do trecho de
Chaui (2001, p. 289), por sua
clareza didática nessa distinção: “Dizer
que uma coisa é natural ou por natureza significa dizer que essa coisa existe
necessária e universalmente como efeito de uma causa necessária e universal.
Essa causa é natureza. Significa dizer, portanto, que tal coisa não depende de
ação e intenção dos seres humanos [...]”. &nbsp;



Como
o leitor ou a leitora pode ver nos parágrafos anteriores, não há um consenso
sobre esse limite, mas a Constituição Federal do Brasil, no seu Artigo 216,
define o que contempla o patrimônio cultural brasileiro, entendendo assim os
bens de natureza material e imaterial. Gostaria, no entanto, de trazer à
reflexão outra abordagem de cultura: a que está relacionada ao comportamento
das organizações. Sobre essa categoria, existem dois vetores a serem
examinados, a saber: o da cultura organizacional, ou seja, suas crenças, costumes, sistemas de valores,
normas de comportamento e formas de fazer negócios; o da cultura de uma região
onde a empresa já se encontra ou está sendo implantada, sobretudo aquela que se
apresenta pelos costumes, rituais, festas populares, manifestações religiosas,
literatura e arte etc. O confronto das duas é um verdadeiro desafio para o
dirigente de uma organização. Aqui surge uma pergunta: até que ponto uma
cultura organizacional pode ser mudada?



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Razões
para mudança da cultura organizacional



Tratando da dificuldade de mudança de cultura, Lacombe
(2011, p. 280-281) diz:



Uma das maiores dificuldades que uma
organização pode encontrar é mudar sua cultura. Deve-se lembrar que as decisões
sobre as pessoas que foram admitidas se basearam, implícita ou explicitamente,
na cultura existente, e que permaneceram na organização as pessoas que já
possuíam ou que se adaptaram ou aceitaram os valores e princípios em vigor.
Assim, mudar uma cultura significará mudar a forma de pensar e agir das pessoas
e, em alguns casos, trocar essas pessoas. A mudança de cultura desafia hábitos
enraizados de pensamento e ação. O que se confronta não é só o comportamento,
mas os sentimentos que dão suporte ao pensamento habitual. [...].



Mais adiante, o autor (ibidem, p. 282), citando
Myers (1991), mostra os fatos que, se compreendidos, podem facilitar a mudança da
cultura:



1.&nbsp; As culturas devem ser mudadas pelo motivo certo.

2. A cultura da empresa não é monolítica.

3. A cultura de uma organização reflete sua liderança.

4. O trabalho de mudança de
uma cultura organizacional não pode ser delegado.

5.&nbsp;&nbsp;
A mudança de cultura
requer envolvimento total.

6.&nbsp;
Mudança de cultura é um
processo de longo prazo.

7.&nbsp; As culturas estão sempre mudando: os valores
da sociedade mudam com o tempo e as empresas têm que adaptar sua cultura.



Para não estender muito este trabalho, gostaria de
comentar especificamente, ainda que de forma resumida, os itens de números 1; 3
e 7, que considero bastante decisivos para o processo de mudança.



O que seria um motivo
certo para a mudança de uma cultura organizacional? Alguns de meus alunos
encontram dificuldades para responder a essa questão que, até certo ponto,
parece simples. Suponha que um concorrente tenha lançado nova tecnologia na
venda e entrega de seus produtos, ao ponto de provocar queda das vendas em
determinada empresa e sérios reflexos no lucro e fluxo de caixa dessa empresa;
mais ainda, que um novo executivo tenha sido contratado para dirigir a empresa
afetada, tendo encontrado um ambiente acomodado, excessivamente burocrático,
sem profissionais criativos, em que não se priorizou atitudes voltadas para
estratégias de pesquisa e inovação. Esses são motivos suficientes para o novo
executivo implantar as mudanças necessárias para a empresa retomar o seu rumo.



Diante do exposto, o item três, na sequência acima, torna-se
óbvio, porque as decisões tomadas para processar essas mudanças na cultura
passam a ser reflexos dos desejos e atitudes desse executivo, de sua liderança.

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Sobre o item sete, é possível visualizar efeitos
recentes de mudanças com o rumo que o mundo vem tomando com a explosão das
redes sociais. É fácil e comum hoje um cliente, insatisfeito com um produto ou o
atendimento de uma empresa, postar comentários negativos em uma rede social,
provocando danos à imagem dessa organização. E o que isso significa? Que as organizações
precisam adaptar-se, criando mecanismos internos para dar respostas rápidas e,
mais do que isso, antecipar-se na melhoria de seus processos.






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Impacto
de uma decisão empresarial: seus efeitos reversivos





O Brasil é um País territorialmente tão grande e de tanta
influência migratória que, se uma pessoa decidir fazer um percurso de norte a
sul com cruzamentos de leste a oeste, poderá ter a impressão de estar
percorrendo vários países diferentes, os “diversos brasis”, uma expressão
bastante usual para quem se interessa pela antropologia brasileira. É comum a
designação de alguns executivos do sul do país para dirigir uma empresa filial,
instalada em alguma cidade do nordeste brasileiro, por exemplo, e ter sérias
dificuldades em lidar com a cultura local. Cada região do Brasil tem os seus
festejos próprios que são sagrados para seu povo e no Nordeste não seria
diferente com a festa de São João. Logo o executivo que insiste em manter
expediente administrativo durante todo o dia da véspera da festa junina, em uma
fábrica, terá sérias dificuldades para “segurar” o pessoal e manter a
produtividade. Assim, aqueles que tiveram a sabedoria da adaptação, sem serem
paternalistas, promoveram formas de compensação para liberar o trabalhador administrativo
na véspera desses festejos, para que as pessoas possam viajar para o interior e
“curtir” a festa, e tiveram sucesso. Os que não se adaptaram e insistiram em
manter o expediente, tiveram sérios aborrecimentos e enfrentaram problemas de
absenteísmo, com elevados números de ausências, implicando em queda da
produtividade.



Se
formos ao outro lado do mundo, uma experiência interessante de empresa
americana instalada no Japão é narrada por Ouchi (1982, p. 49-50), abordando alguns
pontos de reflexos sobre valores coletivos. Veja a seguir um curioso trecho
dessa obra: 



[...] Talvez o aspecto mais difícil de os ocidentais compreenderem nos
japoneses seja a forte orientação para valores coletivos, particularmente um
senso coletivo de responsabilidade. Permitam-me ilustrar um caso sobre uma
visita a uma nova fábrica no Japão, de propriedade de uma empresa eletrônica
americana e operada por ela. A empresa americana, uma firma particularmente
criativa, freqüentemente chama a atenção dentro da comunidade empresarial por
suas novas abordagens do planejamento, projeto organizacional e sistemas de
administração. Em conseqüência deste estilo empresarial, a matriz determinou
que se fizesse um estudo completo dos trabalhadores japoneses e o projeto de
uma fábrica que aliasse o melhor do Oriente ao melhor do Ocidente. Em seu
estudo, a firma descobriu que as firmas japonesas quase nunca fazem uso dos
incentivos individuais de trabalho, tais como ganho por peça ou até avaliação
de desempenho individual vinculada a aumentos de salário. A empresa tinha
concluído que recompensar realização individual e a capacidade individual é
sempre bom.

Na área de montagem final de sua nova fábrica, longas filas de moças
japonesas faziam a fiação dos produtos eletrônicos em um sistema de pagamento
por peça: quanto mais você fizesse você ganharia. Cerca de dois meses depois da
inauguração, as contramestras aproximaram-se do gerente da fábrica e disseram
com humildade: “Honrado gerente da fábrica, sentimo-nos embaraçadas por nossa
ousadia, mas precisamos falar com o senhor porque todas as moças ameaçaram
deixar o trabalho nesta sexta-feira.” (Isto naturalmente, seria um grande
desastre para todos os interessados.) “Por que”, quiseram saber, “nossa fábrica
não pode ter o mesmo sistema de remuneração das outras empresas japonesas?
[...] A ideia de que qualquer uma de nós pode ser mais produtiva do que a outra
está errada, porque nenhuma de nós na montagem final poderia fazer nada se
todas as outras pessoas na fábrica não tivessem feito seu trabalho logo de
início. Separar uma pessoa como sendo mais produtiva é errado e para nós é
também pessoalmente humilhante.” A empresa mudou seu sistema de remuneração
para o modelo japonês. [...] (OUCHI, 1982, p. 49-50)



Esse
é um dos mais interessantes exemplos que costumo compartilhar com meus alunos
nas aulas de cultura e clima
organizacional, procurando reforçar a necessidade de atenção e adaptação a
uma cultura regional ou local, sob o risco de danos, às vezes, irreversíveis
para a organização. É evidente no texto a força da cultura do povo japonês,
orientada para valores coletivos, dando ênfase ao trabalho em equipe. Mais do
que isso, o seu entusiasmante senso de responsabilidade.



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Considerações finais: desafio para o
executivo





Conforme
foi tratado na parte relacionada às razões para a mudança da cultura
organizacional, uma crise forte que afete os resultados e, em consequência, a
sobrevivência da organização, é um bom motivo para se implantar mudanças. Mas
não se pode esquecer que, antes mesmo dessa crise acontecer existem sinais ou
sintomas, que justificam as decisões de mudança. Entre eles está o fato de uma
cultura organizacional ser considerada “fraca”. E o que seria uma cultura
organizacional “fraca”? Sem dúvida, aquela em que a organização é desprovida de
orientações estratégicas (missão, visão, valores etc.); de políticas; de normas
executivas que orientem as decisões programadas; de sistemas de controles e
informações, que ajudem a manter a organização no rumo certo, entre outras
carências de um modelo organizacional que constitua um referencial de empresa
saudável, como propõe Beckhard (1972), que já tratei em outros ensaios,
abordando questões sobre avaliação de desempenho organizacional e sobre feudos organizacionais. Além dessas características, já tive também oportunidade
de mostrar que a liderança, através de exemplos, começando pelo executivo
principal, que deve ser referência para seus liderados nos escalões abaixo na
estrutura, é um fator relevante para que haja confiança das pessoas em que haverá
mudanças para melhor e que seus dias na organização serão mais felizes e de
orgulho de a ela pertencer. É nessa direção que começa a resolução dos
conflitos entre o sistema e o indivíduo, como bem explicitado por Argyris (1969) e a integração indivíduo –
organização, como propõe McGregor (1980, p. 54 e 55).



Assim,
se um executivo, que for convidado a dirigir uma organização em crise, tiver
clareza das características da cultura da região, onde a empresa está instalada
e dos referenciais de uma cultura organizacional forte, poderá traçar
estratégias alinhadas a seus propósitos de atender a esses dois vetores,
adotando posturas que assegurem a consolidação das mudanças na direção do rumo
certo. Entre as recomendações para o executivo principal ter o controle da
mudança, destaco, pelo menos, cinco que ele deve adotar:



1.&nbsp;&nbsp;&nbsp;
Ter atitude favorável, enquanto agente de mudança,
deixando clara sua linha de conduta.

2.&nbsp;&nbsp;&nbsp;
Melhorar o sistema de recompensas para obter
aceitação dos novos valores.

3.&nbsp; Substituir normas informais por novos procedimentos
explicitados, institucionalizando e monitorando suas práticas.

4. Promover transferências de pessoas, rotação de
cargos e/ou demissões, se as resistências não forem removidas por
sensibilização.

5.&nbsp; Criar grupos de funcionários facilitadores para desenvolver
um clima de alto nível de confiança e de ações inovadoras.



Um
grande desafio e a importância, no entanto, para determinada organização se
transformar em uma cultura forte, são em saber que desenvolveu uma competência organizacional tácita, criando
dificuldades para seus concorrentes a copiarem, como já tratei em outro ensaio específico em março de 2011.




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________



Referências



ARGYRIS,
Chris. Personalidade e Organização: o
conflito entre o sistema e o indivíduo.
Rio de Janeiro: Renes, 1969.



BECKHARD,
Richard. Desenvolvimento
organizacional: estratégias e modelos; tradução de Meyer
Stilman. S. Paulo: Edgard&nbsp;Blucher, 1972.



BRASIL.
Constituição da República Federativa do Brasil (Emenda Constitucional nº 66 de
13 de julho de 2010). In: www.senado.gov.br/legislacao/const/con1988/CON1988_13.07.2010/index.shtm
. Acesso
em 15/08/2013



CHAUI, Marilena. Convite à filosofia. 7 ed.
São Paulo: Ática, 2001.



CUVILLIER, Armand. Sociologia da Cultura. Porto Alegre: Globo, 1975.



LACOMBE, Francisco José Masset. Recursos humanos:
princípios e tendências. 2. ed. São Paulo: Saraiva, 2011.



MC
GREGOR, Douglas. O lado humano da empresa;
tradução Margarida Maria C. Oliveira. São Paulo: Martins Fontes, 1980.



OUCHI,
William G. Teoria Z: como as pessoas podem enfrentar o desafio japonês;
tradução de Auriphebo Berrance Simões. São Paulo: Fundo Educativo Brasileiro,
1982;



Créditos das figuras



Ilustração
da diversidade cultural brasileira. In:&nbsp; http://www.tocadacotia.com/turismo/os-melhores-lugares-para-viajar-no-brasil



Mapa ilustrando
a miscigenação do povo brasileiro. In: http://www.coladaweb.com/cultura/cultura-do-brasil



Mudança
da cultura organizacional. In: http://www.google.com.br/#q=figuras+da+mudan%C3%A7a+da+cultura+organizacional