Ana Luiza Amancio Martins
Alumni – Undergraduate Research Student

Humanized Companies in Brazil: The first application of Raj Sisodia’s Firms of Endearment study in the Brazilian context

Goal: Apply Sisodia’s study to determine Brazilian humanized companies (or Firms of Endearment).

Abstract: The objective of this work was to adapt the research developed by Sisodia (2003) and replicate it in the Brazilian context, and, therefore, to evaluate and identify the Humanized Companies in Brazil. The end result is the listing of Brazilian companies with the greatest acceptance and recognition as “most humanized companies” or “most admired companies” by different stakeholders in their business. 

Keywords: Humanized Companies; Conscious Capitalism; Culture; Purpose; Stakeholder Management; Leadership.