Abstract
Human's behavior is determined by variables that are commonly understood as needs and motives and, in general, it is motivated by a desire to achieve some goal. According to Maslow, these needs are construct on a hierarchy composed of five groups - physiological, safety, love/belonging, esteem and self-actualization. In order to fulfill these needs, organizations have social behavior to address the issues of human beings, individually or collectively way. Therefore, identifying the types of actions performed and then analyzing them in the context of basic human needs, will allow us to understand isomorphic features in the social behavior of these organizations. In this sense, this study aims to analyze the social behavior of Brazilian organizations and the existence of isomorphism in these practices. The sample consists of companies listed on the ISE-BOVESPA stock market and the data were collect in the Sustainability Reports. The methodology utilize Content Analysis technique to define the categories and descriptive statistics to understand the isomorphic behavior. The findings indicate a concentration of actions on the need for ‘Safety’ and the existence of coercive and normative isomorphism in social activities for internal audiences and mimetic isomorphism in actions aimed at external audiences.
Highlights
Brazil is a large country with social problems still to be solved (IBGE, 2013)
The classification in each of the son categories adopted the nature of the action as a criterion; Development – The data were recorded as follows: a) To analyze the most prevalent isomorphic mechanism we used the results of the actions of the sector were adopted as a reference; b) To analyze the actions that fulfill human needs we considered the participation in the group was considered
Considering the goal of this research, the data collected from the Sustainability Reports allow us to assume with a relative safety margin that there is isomorphism in Brazilian organizations, in the coercive and normative aspects of social activities for internal audiences
Summary
Brazil is a large country with social problems still to be solved (IBGE, 2013). In this context, the implementation of social actions shows its relevance as a way to alleviate some situations. The behavior of organizations concerning the choices of social actions to be performed can originate from an institutionalized environment, which in turn can lead to the homogenization of social practices (Meyer et Rowan, 1977). The practice of isomorphism is drove by the need for organizations to survive, leading them to adapt to the environment in which they operate (Fennell, 1980; Meyer et Rowan, 1977)
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