IBM: o desafio da mudança

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Isabella Freitas Gouveia de Vasconcelos


This article discusses the concepts of "Market Driven Quality" used by IBM as a tool for organizational change. The discussion focuses the IBM practices from the point of view of organizational culture and synbolic interactionism presenting the challenges that this company must face in the future, specially in the Brazilian subsidiary.


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VASCONCELOS, I. F. G. de. IBM: o desafio da mudança. RAE - Revista de Administracao de Empresas , [S. l.], v. 33, n. 3, p. 84–97, 1993. Disponível em: Acesso em: 19 may. 2024.
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