Identidade organizacional: um caso de manutenção, outro de mudança

This paper seeks to verify the factors which outline the identity of two Brazilian organizations, Alfândega and TELEPAR, which were intentionally chosen. It is presupposed that the analysis of organizational identity cannot be detached from the view of the institutional context. To this end, we have sought to evaluate the relationship pattern between the factors which determine organizational identity and the institutional reference context with a basis in comparative case study. By using multiple sources of evidence, it has been found that there exist values, rules, expectations of roles and real patterns of interaction which, all together, denote the existence of specific social structures in terms of that which is central, distinctive and enduring for the people who are part of them. The analysis of the data allows to conclude that cultural precepts of the institutional context carry in their wake symbolic contents which are shared in society which affect the formulation and maintenance of organizational identity.