Identidade organizacional projetada e identificação organizacional de colaboradores de uma startup Cearense

• Autor(a) principal: Rocha, Luana dos Santos
• Data de Publicação: 2018
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Repositório Institucional da Universidade Federal do Ceará (UFC)
• Texto Completo: http://www.repositorio.ufc.br/handle/riufc/38716
• topic: Identidade Organizacional; Identidade Corporativa; Identidade Projetada; Identificação Organizacional; Startup

The objective of this study was to analyze the relationship between identification of employees of a startup in Ceará with its projected identity. For this, it was necessary to identify the attributes that qualify the projected identity by the startup; identify the attributes of the projected identity by the startup that the employees have identification; analyze the relationship between the attributes of the organizational identity, disclosed by the organization, with the attributes by which employees have identification. A bibliographic research was carried out on the main concepts and types of identity, on projected identity, for example, that understands how an organization represents itself to its stakeholders through the disclosure of its key attributes. So, it was intended with this research to investigate the identification of the internal public with the key attributes projected by the startup under analysis. Regarding the methodology, this research is descriptive, with a quantitative approach. As for the research techniques, a case study and field research was used; whose instrument of data collection was the questionnaire. In a population of 4 (four) employees, a sample of 3 (three) respondents was obtained. In general, with the analysis of the data it was possible to infer that the internal public, that is, the 3 (three) respondents agree with most of the 6 (six) attributes that are projected by the startup; the 3 (three) are closely involved with the startup; that there is a strong link between the characteristics of the internal public and the company; the 3 (three) employees do not consider the attributes disclosed by the startup to be totally attractive, because the results show a higher average for appeal than attractiveness. This last result may be reflection of a change that the company has passed, positioning itself recently as a targeted economy startup, which may also represent a transition between real identity and ideal identity.