O processo de coordenação com base em conflitos e integração de interesses: um estudo multicasos em agências de publicidade e propaganda à luz de Mary Parker Follet

• Ano de defesa: 2014
• Autor(a) principal: Santos, Fernanda Romagnoli
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Positivo; Brasil; Pós-Graduação; Programa de Pós-Graduação em Administração; UP
• Palavras-chave em Português: Administração de conflitos; Diversidade cultural; Agências de propaganda; Etnologia; CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: https://repositorio.cruzeirodosul.edu.br/handle/123456789/3013

This work aims at making an empirical verification of Mary Parker Follett’s (1868- 1933) theoretical assumptions concerning the coordination process based on a constructive approach of conflict and the integration of interests. According to Follett, diversity is the basis of a collaborative union as opposed to uniformity, and the conflicts that come as a result of this diversity causes change or brings out the new. It is the coordination’s role to integrate the interests towards a common goal. Follett considers conflict to be a natural thing that arises amid a job, where the combination of various specialties are needed and this coordination is much more connected to the collaborative force than to a hierarchical structure. Advertising agencies were used as an empirical field for presenting diversity, latent or explicit conflict, and the need to coordinate these elements in pursuit of the common goal of meeting customer demands, characterized by the requirement of original ideas and the execution of high-level complexity. Through this ethnographic work in three advertising agencies, it was possible to verify the relevance of the Follett’s theory of perennial issues in organizations.