From then on, any other ways to be seem them strangers and until unacceptable. Here it is why individuals proceeding from different societies, or deriving of different social ways, are easily identifiable for its peculiar forms to act, to feel and to think (MARTINS et al., 1999). All collective tends to consider the proper way of most correct the most sensible life as and. This leads to the etnocentrismo, to the become absorbed in thought reading that if makes of the world, to the exclusive optics of a culture, to the qualification of all the too much collectives as barbarous? inferiors, delayed and inhuman. However, the diversity of the customs teaches the cultural relativismo and demands intellectual humildade. For example, innumerable they are the cultural standards that today horrify the Brazilians of e, symmetrical form, what the Brazilians make frighten many other peoples (BORNHOLDT, 2005). In the organizations, the culture impregnates all the practical ones and constitutes a necessary set of mental representations, a complex very defined to know. It forms a current system of significaes and functions as a cement that it looks for to join all the members around the same objectives and in the same ways to act.
Without proper references, the organizations would be at the mercy of of the individual certainties of its members ahead of new situations and certainly they would suffer to damages given to the disparity from procedures and orientaes. The organizacional culture states then the identity of the organization. It is constructed throughout the time and it serves of key to distinguish different collectives. By the way, the organizacionais cultures cry out of so diverse that they are when fusing, acquisitions or incorporations of companies occur, under the crossed fire of the multiplicity in the ways to be. They also react, when, under the sting of the competition, the inadivel necessity bursts to innovate the technology, to modify the form to act, to adopt new moral position, to change the productive process.