Organizational culture and internationalization: how to adapt a brand to different cultures - a study case of the program De la clase a la cuenta

• Grant number: 15/09706-9
• Support type: Scholarships in Brazil - Scientific Initiation
• Effective date (Start): August 01, 2015
• Effective date (End): January 31, 2016
• Field of knowledge: Applied Social Sciences - Communications - Public Relations and Propaganda
• Principal researcher: Roseane Andrelo
• Grantee: Jéssica de Oliveira Mugnatto
• Home Institution: Faculdade de Arquitetura, Artes e Comunicação (FAAC). Universidade Estadual Paulista (UNESP). Campus de Bauru. Bauru , SP, Brazil

Abstract

The highly globalized scenario in which we operate nowadays is characterized by the dissolution of geographical boundaries given the facility to communicate with people from other continents, the increasing competitiveness and the concerning with the dialogue between the organization and its publics, given that they are the one who dictate the success or failure of a brand. The interaction between different cultures creates the need of developing a new way to manage: a strategic look that knows how to create new ways of relating, taking into account that people come from different cultures and dialoguing, sometimes mediated by technologies. The main objective of this project is to create outline guidelines for organizational communication plans aimed at intercultural dialogue. In order to do that, a study about the brand "De la clase a la cuenta - Da classe ao mercado" will be developed. An educational partnership between the University of Seville, Spain, and the State University of São Paulo "Júlio de Mesquista Filho", Brasil. The motivation of this work is to understand how the internationalization of the project was developed, studying which adaptations were necessary to approach to the Brazilian public. The methodology therefore consist of two stages: 1) literature on globalization; impact of information and communication technologies; formation of the image and corporate identity; culture; organizational culture and intercultural dialogue; 2) case study of the brand "De la clase a la cuenta", through the document analysis, the website and the social media of the program, interviews with managers from Spain and Brazil, research with Brazilian students who participated in the first edition in State University of São Paulo and Spanish students who participated in the 20th edition of the program, when the internationalization and contact with the Brazilian culture took place.