Las estrategias de captación y sentido de pertenencia en las mujeres de Herbalife: estudio de casos en la organización multinivel de Santiago
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2016
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es
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Universidad Andrés Bello
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Licencia CC
Licencia CC
Resumen
La presente memoria de título pretende conocer cómo es utilizado el concepto de cultura organizacional a través de un estudio de casos, problematizándose en cuáles son las estrategias de captación que configuran un sentido de pertenencia sobre las afiliadas a la organización multinivel de Herbalife. Para esta tesis, se realizó una metodología cualitativa bajo una estrategia etnográfica durante un mes, a su vez se aplicaron diez entrevistas a mujeres significativas y ex participantes dentro de esta organización. De acuerdo a los estudios críticos del management, este modelo empresarial seduce a través de una satisfacción personal sobre sus miembros estrategia que sólo busca ejercer un control ideológico, basado en el uso exacerbado de las emociones que es influenciado por la retórica imagen de líderes carismáticos que debe ser replicada por quienes se integren, sin ser cuestionado, de manera que este poder simbólico adoctrina, violenta e invade todas las áreas de la vida pública y privada de las asociadas.
The following thesis work aims to understand how the concept of organizational culture via a case study focusing in which are the strategies of recruitment that build up a sense of ownership over the participants of the multilevel organization of Herbalife. For this thesis a qualitative methodology based under an ethnographic strategy was used on a time span of one month. Also ten interviews to women now ex participants of the organization and where important among the ranks of it According to the studies critical management studies this businesses model seduces through personal satisfaction over its member. This strategy only aims to enforce an ideological control base on the exacerbated use of emotions which is influenced for the rhetorical image of charismatic leaders which must be replicated by the new participants without question. As it is, this symbolic power indoctrinates, violates and invades all the areas of the public and personal life of the participants.
The following thesis work aims to understand how the concept of organizational culture via a case study focusing in which are the strategies of recruitment that build up a sense of ownership over the participants of the multilevel organization of Herbalife. For this thesis a qualitative methodology based under an ethnographic strategy was used on a time span of one month. Also ten interviews to women now ex participants of the organization and where important among the ranks of it According to the studies critical management studies this businesses model seduces through personal satisfaction over its member. This strategy only aims to enforce an ideological control base on the exacerbated use of emotions which is influenced for the rhetorical image of charismatic leaders which must be replicated by the new participants without question. As it is, this symbolic power indoctrinates, violates and invades all the areas of the public and personal life of the participants.
Notas
Tesis (Sociología)
Palabras clave
Cultura organizacional, Estrategias de captación, Sentido de pertenencia, Herbalife, Estrategia etnográfica, Estudios críticos manageriales, Poder simbólico, Chile, Región Metropolitana