Desenvolvimento organizacional e cocriação de valor na percepção de stakeholders do setor têxtil em Santa Cruz do Sul/RS.

Abstract

This research aims to investigate the possibility of co-creation of value as an Organizational Development strategy applyed in a family textile industry of Santa Cruz do Sul/RS from the perspective of its stakeholders. It’s descriptive-exploratory orientation is based on its multidisciplinary and qualitative characteristics, and the search for narrowing the theoretical gaps that delineate the studied themes provides a deeper basis on the concepts of Organizational Development, Co-creation of Value and other relevant aspects for the understanding of them. Regarding this aspect, it is understood that the predominantly empirical and positivist nature of the organizational field, very marked by quantitative research, is close to a phenomenological narrative that tries to clarify the philosophical and human issues behind the phenomena, seeking to understand the inherent meanings to the object of study much more than creating laws and rules about it. Also, considering that the structure of value co-creation is based on human actions, reflecting their cultural and subjective values, understanding the territory and territorialities as a construct for the implementation of organizational development strategies brings market agents and social cultures closer together are inserted, thus occurring more assertively. Seeking this approximation, the research was applied in Pitt Jeans, organization of the textile sector and family origin located in Santa Cruz do Sul - Rio Grande do Sul. After knowing who was its stakeholders, the search investigate their perception of organizational development based on the value co-creation strategy based on the combination of focused interview procedures with a semi-structured script and observation with nine Pitt Jeans stakeholders selected for convenience. The information collected was analyzed and related to the fundamental assumptions of value co-creation, and the specific objectives of this research were achieved. It is clarified, therefore, that, even though the textile organization of family origin and traditional development is guided by a hierarchy in decision-making, there is the possibility of an opening to a more horizontal degree of participation and communication, and that, in this way, strategic decisions based on values and human subjectivities such as the co-creation of value can be a possibility to be worked on.