Gestão da diversidade: diferenças e similaridades entre uma empresa norte-americana e sua subsidiária brasileira

Abstract

This research aimed to answer how North-American diversity policies and practices are translated to the Brazilian reality. Its importance lies in the contribution to the understanding of the phenomenon of diversity and how it is managed in the company. Similarly, the approach of the Theory of Identity, Prejudice, Discrimination and Stereotype in the Management of Diversity. It is characterized as a qualitative research, with descriptive purposes and inductive means, which proposed level of analysis is the organizational and which variables were the aspects of diversity management, defined as programs and policies clearly displayed to Internet users who browse companies websites. Surveys were conducted through document analysis, literature, and researches already done. It was chosen, among North-American companies, initially selected and which have branches in Brazil, one that had clear content, unique links and specific pages to diversity - IBM. In the result analysis, techniques involving content, document and reflective analysis were used. The data processing involved document and content analysis. Taking into account, exclusively, the websites analysis, results show that the discourse of diversity management practices from the holding are adapted to Brazil, although it can not be inferred that the Brazilian subsidiary promotes these discourses as practices, policies / programs in the same way they may be conducted by the holding. Differences and similarities between the North-American company and its Brazilian subsidiary were also observed. Differences regarding to how to bring their diversity policies out to Internet users; focus areas for the equal opportunities group, awards and recognitions received; disclosure of demographic data and the dissemination of local (Brazil) diversity history. Similarities showed consistency in values, business philosophy and strategy. The contributions that this research can generate are beyond the focus extension or deepening now investigated a start point for further research in the areas of administration, sociology, psychology and communication; to companies, a self-assessment of their diversity policies in Brazil, if any, or an incentive to those who still do not have; to society, a way to meet companies that value the human being, regardless of their origin, race, sex, sexual orientation or age and the ones which work for to end of prejudice within the workplace.