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- Title
Conscious Capitalism and Construction of Humanized Relationships: A Study in a Credit Cooperative from the Sensemaking Perspective.
- Authors
de Matos Furlanetto, Célia Dorigan; Quadros Weymer, Alex Sandro; Dorigan Matos, Raquel
- Abstract
Objective: this study aims to understand how the purpose of a credit union organization focused on humanizing financial relations can be institutionalized from the stakeholder's interpretation and action. Theoretical Framework: this purpose was analyzed based on the concepts of an integrated perspective in terms of sensemaking, construction of humanized relations, conscious capitalism, and organizing, which allowed for a contextualized and non-linear reflection on the studied phenomenon, going beyond formal and tangible parameters of the manifested expectations of the cooperative's strategic guidelines. Methods: the research strategy is a case study for presenting the uniqueness of a specific phenomenon, using content analysis as a technique from the data triangulation of semistructured interviews, participant observation, and document analysis. Results: as a result, it was possible to conclude that the legitimacy of the cooperative's strategic purpose goes through an interpretative process of individuals and their different roles that, when interacting among themselves, provide a basis for actions toward incorporating the purpose with a focus on humanized relations because it is a process of social construction and retrospective re-signification of strategic parameters that delineate behaviors. Conclusions: this study provides an expanded look at a specific phenomenon (humanized financial relations) in organizations guided by particular and universal principles (credit unions) that, while competing with non-cooperative financial institutions (banks), need to balance economic and social interests, without ceasing to be competitive.
- Subjects
COOPERATIVE banking industry; COOPERATIVE societies; CAPITALISM; CREDIT unions; SEMI-structured interviews; FINANCIAL institutions; ORGANIZATIONAL legitimacy
- Publication
RAC: Revista de Administração Contemporânea, 2023, Vol 27, Issue 2, p1
- ISSN
1415-6555
- Publication type
Article
- DOI
10.1590/1982-7849rac2022210251.en