Empresas como agentes de benefício para o mundo: reflexão sobre visões de futuro no Brasil

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2009
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The objective of this research consisted in exploring the common factor of visions of the future in three segments of the São Paulo community (executives, social entrepreneurs and thinkers), especially with respect to possible cooperative alliances between the world of business and society as a whole, as well as the strategies used to fulfill them. We investigated whether, with their experience of life, the interviewed subjects practiced their visions of the future; what were the common aspects of these visions regarding the future and the future of business; the strategies used to fulfill these common visions perceived as positive and how they could contribute for the discovery of a cooperative relation between business and society. We had 30 interviews (10 from each segment), in accidental sample, recorded and later submitted to an analysis according to Enrique Pichon-Rivière’s Social Psychology referential, with the inclusion of some indicators of the interactive process (cooperation, communication and telecommunication) and of the reaction of the interviewed and interviewers in relation to the applied contents (transference and counter-transference). We based ourselves on the Appreciative Investigation protocol of the project 'Business as an Agent of World Benefit' of the 'Weatherhead School of Management' and concepts converging with the adopted referential with respect to the intergame between man and the world, the protagonism, the story telling, the project as a plan for the future and the creation of new metaphors. Regarding the imagined future, as a unanimous result we have the concern with the environment; the change of values (with the revisiting of the welfare notion, the 'subjective deaths' by prejudice, the expanded reception of the health professionals and health as a value); the interconnection (present in the accounting world, in the fair economic models, in the vision of the administrator as a statesman, in the integration between the 'inside and outside of the business', in the conscience of wealth as a global and not individual measure, in ethics, in the volunteering by conscience, in the concern with the environment, with oneself and with the other as well as with life and death); coherency, linking and listening (focused on the quality of the relationships and not of technology, on honoring the other, on the sharing of experiences, on the giving/receiving between business and community, on the good care of children and adults); inclusion/exclusion (with the creation of intentionally inclusive public spaces and the effective inclusion of the excluded in the company); education (through the reasoning that deals with the current linearity and stimulates the thinking on complexity, through the acknowledgement of every day’s healthy and constructive perspectives, and through the formation that involves managers, entrepreneurs and communities, including knowledge, ethics and gratitude); interiority (soul of the business, intuition, transcendence as a differential that influences a new perception of profit, holiness of life, encounter with oneself); profit (review of this concept with the focus on life, on welfare, and in the grounding of people); consumption/consumer (in relation to the change in the way of analyzing intelligent investments, a new vision of poverty); long term (connected to sustainability, to people’s self-valorization and to the education of the employees). Among the many planned strategies used in the different segments, we can mention the intention of inclusion in public spaces by several agents, the review of the welfare concept, the shared benefits, the more precocious inclusion of youngsters in the world of business not as a form of exploitation, the incentive of leadership attitudes in young people for the new world and long term, as a topic to be deeply analyzed. As for the relation between business and society, it seems that these segments are not very clear on the role performed by the companies, by the NGOs and by the communities. Issues emerge on the need for expansion of innovating ideas by non-lucrative institutions, the need of strengthening civil society, of a new concept of social organization, of the NGOs not being necessary any more, of the solidary communities to be considered as legal institutions and of the expansion of the sense of social responsibility, extended to the ecosystem.


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