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.
