CAPITOLUL 4

CULTURA ORGANIZAIONAL
4.1 Conceptul de cultur
4.2. Componentele cultur or!"n#"$on"le
4.4. Ino%"$" l" Peter &ruc'er
4.(. )n%$"re" l" *d+"rd de ,ono
CAPITOLUL 4
CULTURA ORGANIZAIONAL
4.1 Conceptul de cultur
)n mod o-.nut/ de0nm cultur" c" 0nd 1"n2"m-lul "2pectelor ntelectu"le "le une
c%l#"$3/ de. d0eren$ere" 4ntre cultur . c%l#"$e rm5ne o"recum con0u#.
1
)n lm-"6
u#u"l/ punem 2emnul e!"lt$ 4ntre no$unle de cultur . civilizaie/ re2pect% 2e "ccept c"
re!ul c o c%l#"$e e2te o entitate cultural/ m" pu$n Germ"n"/ unde 2e 0"ce d2tnc$e
4ntre7
2
- c%l#"$e/ c"re mplc te8nolo!e/ mec"nc/ 0"ctor m"ter"l etc.9
- cultur/ c"re mplc %"lor/ de"lur/ c"lt$ ntelectu"le/ "rt2tce . mor"le "le 2ocet$.
)n lter"tur" mond"l de m"n"!ement 2:"u 0ormul"t d%er2e de0n$ pentru no$une" de
cultur / "-ord"re" 0c5ndu:2e dn un!8ur d0erte 0unc$e de ntere2ul m"n0e2t"t de "n"l.t/
4ntre c"re "mntm7
Geert ;o02tede con2der cultur" drept <o pro!r"m"re ment"l colect% c"re ne 0"ce 2
"cceptm ce%" mpreun/ c" mem-r " !rupulu=n"$un dn c"re 0"cem p"rte3
>
9 e%dent
"utorul 2e re0er l" un !rup 2oc"l m"re/ "prop"t de n"$une=2t"t9
*d!"r ?c8en de0ne.te cultur" c" 0nd <mod"lt"te" prn c"re un !rup de o"men re#ol%
pro-lemele @PA cu c"re 2e con0runt perm"nent3/ 4n$ele!5nd c e2te %or-" de2pre rel"$le
nterum"ne dn "ct%t"te" #lnc " une or!"n#"$.
4
)n ultmele decen/ termenul cultur " 0o2t utl#"t de un cercettor=m"n"!er pentru
" de2emn" clm"tul=pr"ctcle pe c"re or!"n#"$le le de#%olt 4n munc" #lnc cu 1cel"l$3
2"u 4n eBpunere" %"lorlor=credo:ulu comp"ne re2pect%e9 4n "ce2t conteBt m"n"!er d2cut
de2pre the right kind of culture @tpul potr%t de culturA/ de2pre culture of quality @o cultur
" c"lt$A 2"u culture of customer service @o cultur orent"t ctre clentA/ 4n$ele!5nd c
no$une" de cultur "re le!tur cu "numte %"lor pe c"re m"n"!er 4nce"rc 2 le nduc 4n
or!"n#"$le lor.
(
A."d"r/ percepem c putem "-ord" termenul de cultur dn trei unghiuri
d0erte/ re2pect% dn per2pect% m"cro/ dn per2pect%" unor n2ttu$ . dn per2pect%"
nd%dulu.
1
I. Opre" @coord.A Noul dicionar universal al limbii romne/ *dtur" Lter" Intern"$on"l/ 2CCD
2
?"muel ;untn!ton E he !lash of !ivilizations and the "emaking of #orld $rder/ ?mon & ?c8u2ter/ Ne+
For'/ 1GGD
>
G. ;o02tede E !ulture%s !omequences &ondon/ 1GHC9
4
*. ?c8en E $rganizational !ulture and &eadership/ ?"n Ir"nc2co/ 1GHC9
(
*. ?c8en : $rganizational !ulture and &eadership' >rd edton/ Jo22eK:,"22 ,u2ne22 & L"n"!ement ?ere2/
2CC4/ p"!. M
(in perspectiv macro/ con0orm cu ?"muel ;untn!ton/ popo"rele 2e de0ne2c pe ele
4n2ele 4n termen de %ec8me/ rel!e/ lm-/ 2tore/ %"lor/ o-ceur . n2ttu$9 "2oc"t
popo"relor "%em cel m" 0rec%ent !rupurle etnce/ comunt$le rel!o"2e . n"$unle9
re0lect"re" ce" m" "mpl o re!2m 4n2 2u- no$une" de CINILIZAII.
6
*lementele cultur"le
c8ee ce de0ne2c o c%l#"$e "u 0o2t 2tor"/ %ec8me"/ rel!"/ lm-"/ tr"d$le/ %"lorle .
o-ceurle/ rel"$le de 25n!e/ rel"$le poltce/ comerc"le . de "lt n"tur etc. <I2tor" um"n
e2te 2tor" c%l#"$lor3/ d"r 4n pero"d" contempor"n 2t"tul perde dn putere" = "tr-u$le
cl"2ce/ de. 2t"tele rm5n "ctor prncp"l 4n "0"cerle ntern"$on"le.
7
Putem conclu#on"
2pun5nd c "cele elemente cultur"le e2en$"le=c8ee ce de0ne2c o c%l#"$e 2e re0lect drect
4n modul cum 4n$ele! . "c$one"# nd%# 4n c"drul or!"n#"$on"l7 "dc/ e "u un "numt
comportament 4n m"n"!ementul . munc" #lnc dn or!"n#"$le de "0"cer unde lucre"#9
"."d"r/ 2e2#m o coneBune puternc 4ntre re"lt$le cultur"le l" n%el m"cro . cee" ce 2e
4nt5mpl #lnc 4n %"$" or!"n#"$lor/ "2pect 2u!er"t !r"0c "2t0el7

Con0orm cu I. Trompen""r2/ drector "l centrulu ol"nde# de 2tud ntern"$on"le 4n

"0"cer/ d0eren$ele cultur"le der% 2"u 2unt !ener"te de tre "2pecte7
G
- rel"$le nterum"ne9
- "ttudne" 0"$ de tmp9
- "ttudne" 0"$ de n"tur.
I. Trompen""r2 con2der c cele tre "2pecte 2unt probleme universale l" c"re
!rupurle=colect%t$le d"u 2olu$ d0erte. Autorul n%oc"t "6un!e 2 dent0ce )apte
dimensiuni culturale d2tncte "2oc"te d%er2elor *ays of solving pentru " 2olu$on"
D
?"muel ;untn!ton E he !lash of !ivilizations and the "emaiking of #orld $rder/ ?mon ?c8umpter/ 1GGM
M
?"muel ;untn!ton E he !lash of !ivilizations and the "emaiking of #orld $rder/ ?mon ?c8umpter/ 1GGM
H
Ad"pt"t dup A. ,urcu : +anagement comparat' *&P/ ,ucure.t/ 2CC4
G
I. Trompen""r2 E "iding the *aves of culture, -nderstanding cultural diversity in business/ London/ 1GG>9
vechime
istorie
religie
limb
tradiii
obiceiuri
valori
snge
politic
!L!"!NT!
CULTURAL!
C#!I!
"ealiti
culturale la
nivel macro
.iaa zilnic
a
organizaiei
&men2un
cultur"le
problemele universale cu c"re 2e con0runt #lnc nd%# 4n d%er2e conteBte9 ce" m"
compleB pro-lem e2te ce" c"re $ne de relaiile interumane9 e" !enere"# 2n!ur cnc
dmen2un cultur"le7
1C
L" cele cnc dmen2un cultur"le 2e "d"u!7
- " ."2e" E "ttudne" 0"$ de tmp9
- " ."pte" E "ttudne" 0"$ de n"tur.
?ntetc/ "2pectele prncp"le de d0eren$"# cele ."pte dmen2un cultur"le con0orm
"n"l#e lu Trompen""r2 2e pre#nt 4n t"-elul ce urme"#7
11
$%&en'%une( cultur(l C(r(cter%'t%c%
-niversalism/particularis
m
O per2o"n un%er2"l2t %" "der" l" un 2et de valori universale/
recuno2cute 4n "ce" cultur . %" re2pn!e %"lorle une per2o"ne=!rup9
2tu"$" e2te n%er2 pentru o per2o"n dn eBtrem" opu2.
0ndividualism/colectivism
Per2o"n" dn culturle nd%du"l2te con2der c nd%dul e2te m"
mport"nt dec5t !rupul/ c 2unt mport"nte libertile individuale ma1ime9
"-ord"re" e2te eB"ct opu2 pentru per2o"nele dn culturle colect%2te.
Neutru / afectiv
Pentru per2o"nele dn prm" c"te!ore prme"# r"$une" . "utocontrolul
"2upr" 2trlor ntero"re trte9 nd%# dn culturle "0ect%e pre0er 2 2e
m"n0e2te de2c82 . %#-l.
2pecific / difuz
Per2o"nele dn c"te!or" 12pec0c3 "-orde"# pro-lemele de l"
p"rtcul"r =e2en$"l l" !ener"l/ 2unt n0orm"le c" "ttudne/ 1rec3 4n
rel"$le cu cel"l$ etc.9 2tu"$" e2te opu2 pentru culturle de tp d0u#.
2tatut c)tigat / 2tatut
atribuit
)n culturle dn prm" eBtrem 2t"tutul=po#$" 2oc"l 2e o-$ne prn merte
propr9 4n cele cu 2t"tut "tr-ut/ per2o"n" o-$ne o po#$e prn n".tere 2"u
"p"rtenen$ l" o 1c"2t3 2oc"l.
3titudinea fa de timp
Pentru unele per2o"ne tmpul cur!e 2ec%en$"l / "r e%enmentele l" c"re
p"rtcp ele 2e 2ucced unul dup "ltul9 pentru "lte per2o"ne tmpul cur!e
2ncron . ne%t"-l 2tu"$" "ctu"l pre" 1ce%"3 dn trecut . %" n0luen$"
e%enmentele %to"re.
3titudinea fa de natur
)n unele cultur nd%dul con2der c tre-ue 2 controle#e=domne n"tur"
. 2 pre" m"Bmum de re2ur2e9 4n "lte cultur/ dmpotr%/ 2e con2der
c omul tre-ue 2 prote6e#e n"tur" . 2 e%olue#e od"t cu e".
(in perspectiva instituional/ e2te mport"nt 2 4n$ele!em cum 2e 2tructure"# 4n
tmp/ 4n orce or!"n#"$e@4ntreprndere/ prmre/ ONG etc.A un clm"t or!"n#"$on"l 2pec0c
ce %" cond$on" per0orm"n$" "tn2 de 2"l"r"$ re2pect%9 "ce2t clm"t or!"n#"$on"l 2:"
mpu2 4n lter"tur 2u- 2nt"!m" de 1cultur or!"n#"$on"l3. L" 4nceputul 2ecolulu OO/
"tunc c5nd 4ncepe " 2e nd%du"l#" m"n"!ementul c" domeniu distinct/ m"r !5ndtor
precum I. P. T"Klor . ;. I"Kol l"2 mpre2" c eB2t o <2n!ur mod"lt"te de " conduce
un !rup de o"men=or!"n#"$e3/ c "ce"2t mod"lt"te "r 0 ce" <m" -un3 pentru " o-$ne o
1C
A. ,urcu E +anagement comparat' *&P/ ,ucure.t/ 2CC4
11
A. ,urcu E +anagement comparat' *&P/ ,ucure.t/ 2CC4/ p"!. >> . urmto"rele
Relaiile
interumane
Un%er2"l2m=p"rtcul"r2m
Ind%du"l2m=colect%2m
Neutru = "0ect%
?pec0c = d0u#
?t"tut c5.t!"t = ?t"tut "tr-ut
e0cen$ 4 m"Bm9 d"c !ener"l#m/ "6un!em l" " 2olu$on" o pro-lem o"rec"re/ not"t P'
re2pect%/ 2e pune 4ntre-"re" d"c o "2t0el de pro-lem "dmte o 2n!ur 2olu$e/ not"t #2
@*ay of solvingA. ?untem de prere c e1ist uzual dou 2"u m" multe metode de " 2olu$on"
o pro-lem P de m"n"!ement . c "plc"re" 2olu$e #2 tre-ue 2 2e 0"c 4ntotde"un" funcie
de indivizii implicai )i diver)i factori specifici.
&n re"lt$le ce 2e de!"6 perm"nent dn lume" "0"cerlor/ percepem c eB2t unele
comp"n ce 2e con2olde"# . pro2per de l" un "n l" "ltul/ 4n tmp ce "lte comp"n "6un! l"
0"lment 2"u 2e retr"! dn "0"cer9 "n"l.t d2cut de 1c5.t!tor3 . 1perd"n$3 4n lume"
"0"cerlor/ 4n2 nu e2te 0o"rte cl"r ce 0"ctor 0"c d0eren$" 4ntre cele dou eBtreme9 eB2t .
con6unctur economce ne0"%or"-le ce pot conduce l" 0"lment o 0rm/ 4n2 tpul de
m"n"!ement . 2t"re" de 2prt " or!"n#"$e conte"# m"6or 4n "ce"2t 1ecu"$e3. Ace"2t
"ccep$e/ " rolulu determn"nt "l m"n"!ementulu/ conduce l" 2upo#$" potr%t cre" eB2t
cultur m" -une 2"u m" rele/ cultur m" puternce 2"u m" 2l"-e/ . c the right kind of
culture %" n0luen$" e0cen$" une or!"n#"$.
12
Pro-"-l c "2pectul p"r"doB"l "l cultur c" .
concept e2te 0"ptul c puncte"#=re0lect 0enomene c"re eB2t dncolo de 2upr"0"$/ c"re 2unt
puternce c" mp"ct d"r n%#-le . cu un m"re !r"d de 2u-ect%2m/ de dependen$ de
2tructur" ntern " nd%dulu9 4n 2en2ul n%oc"t/ cultur" repre#nt pentru un !rup cee" ce
repre#nt per2on"lt"te"=c"r"cterul pentru un nd%d.
1>
Urm"re " "2pectelor n%oc"te p5n "cum/ %om conclu#on" c e2te recom"nd"-l "
"-ord" no$une" de cultur dn tre m"r per2pect%e / "nume7
". (in perspectiva macroeconomic/ re2pect% dn per2pect%" n"$un 2"u " unu
!rup 2oc"l m"re/ c"# 4n c"re 2tudle lu ;o02tede . Trompen""r2 rm5n dou puncte m"6ore
de reper pentru " 4n$ele!e prn ce d0er cultur" unor $r 0"$ de "ltele/ pentru " 4n$ele!e ce
"%"nt"6e compett%e "u $r precum J"pon" 2"u Coree" de ?ud 4n compet$" !lo-"l9 "lt0el
2pu2/ 4n$ele!em c "numte dimensiuni culturale precum nd%du"l2mul 2"u 2t"tutul c5.t!"t
2unt m" 0"%or#"nte pentru " "plc" 2tr"te! "!re2%e de "0"cer 4n compet$" dntre
comp"nle multn"$on"le.
-. (in perspectiva organizaiilor' 0e c 2unt comp"n=4ntreprnder/ 0e c 2unt
"lte tpur de n2ttu$/ c"# 4n c"re 2nt"!m" de cultur organizaional nece2t o "n"l# m"
det"l"t9 4n e2en$/ e2te %or-" de2pre o 12um3 de %"lor/ tr"d$ . pr"ctc 2edment"te 4n
decur2ul tmpulu . "ccept"te de ctre mem-r or!"n#"$e.
14
12
*. ?c8en : $rganisational !ulture and &eadership' >rd edton/ Jo22eK:,"22 ,u2ne22 & L"n"!ement ?ere2/
2CC4/ p"!. M
1>
*. ?c8en : $rganisational !ulture and &eadership' >rd edton/ Jo22eK:,"22 ,u2ne22 & L"n"!ement ?ere2/
2CC4/ p"!. M
14
;uc#Kn2'/ Andr#e6/ ,uc8"n"n/ &. E $rganizational 5ehaviour 3n 0ntroductory e1t/ Prentce ;"ll/ ;"rlo+/
2CC1/ p"!. D24
c. (in perspectiva indivizilor/ "0l"$ cel m" "de2e" 4n po2t"#" de 2"l"r"$ ce
m"n0e2t "numte "ttudn=comport"mente 4n rel"$" cu 1cel"l$3/ 4n rel"$" cu tmpul . 4n
rel"$" cu n"tur"9 4n "ce2t c"# e2te pre0er"-l " d2cut" de2pre ment"lt"te"=per2on"lt"te" unu
2"l"r"t . mod"lt$le de " con2tru ec8pe de m"n"!ement.
1(
A."d"r putem d2cut" de tre no$un core2pondente/ re2pect% de cultura naional/ de
cultura organizaional . de mentalitatea individului/ 4ntre "ce2te" eB2t5nd o coneBune
pro0und . o cond$on"re recproc/ 2ntet#"t !r"0c/ core2ponden$" celor tre per2pect%e de
"-ord"re " cultur 2e pre#nt 4n 0!ur" ce urme"#7
4.). Co&ponentele cultur%% or*(n%+(,%on(le
)n coneBune direct cu de0nre" m2un 0rme/ cu 2tr"te!le "plc"te de e"/ cu
pr"ctcle #lnce l" c"re recur!e/ 2e "0l conceptul de cultur or!"n#"$on"l/ re2pect%
cultur" 2pec0c de m"n"!ement " une or!"n#"$ de "0"cer.
1D
Iunc$e de 2tor" 2" propre/
"-ord"re" 2pec0c " pro-lem"tc cu c"re 2e con0runt . pr"ctcle de conducere "plc"te
curent/ orce 0rm 4. 0orme"# 4n tmp o cultur proprie de management. Cultur"
or!"n#"$on"l e2te 0lo#o0" 0rme pr%nd modul de conducere " "0"cerlor/ re2pect%
!5ndre" m"n"!erlor/ 2t"nd"rdele etce "plc"te/ "ttudnle m"n"!erlor . tr"d$"/
4nt5mplrle/ e%enmentele prn c"re " trecut 0rm".
1M
)ntr:un 2en2 m" !ener"l/ cultur"
or!"n#"$on"l po"te 0 ec8%"l"t cu no$une" de climat organizaional/ prn "ce2t"
4n$ele!5nd 2t"re" de 2prt . %"lorle ce de0ne2c %"$" #lnc " une comp"n.
;uc#Kn2' . ,uc8"n"n de0ne2c cultur" or!"n#"$on"l c" 0nd o 12um3 rel"t%
un0orm de %"lor/ credn$e/ o-ceur . pr"ctc "ccept"te de mem-r une or!"n#"$/
1(
&e2pre conceptul de per2on"lt"te 2e d2cut m" pe l"r! 4n c"ptolul 1( "l lucrr @Per2on"lt"te . 2tlur de
m"n"!ementA9 dep2re ec8p" de m"n"!ement 2e d2cut d2tnct 4n C"ptolul 12 "l lucrr.
1D
&. Loo' @edteurA E 6andbook of +anagement/ Go+er/ 1GG2
1M
P. Nc"/ coord. E +anagementul firmei/ C8.nu/ 1GG>
un%er2"l2m=p"rtcul"r2m
nd%du"l2m=colect%2m
neutru="0ect%
2pec0c=d0u#
2t"tut c5.t!"t="tr-ut
"ttudne" 0"$ de tmp
"ttudne" 0"$ de n"tur
Re-lect(re(
cultur%% .n c(+ul
unor *rupur%
'oc%(le &(r%
Re-lect(re(
cultur%% .n c(+ul
unor *rupur%
'oc%(le &(r%
Cultur"
or!"n#"$on"l
Co&p(n%% /%
%n't%tu,%%
Co&p(n%% /%
%n't%tu,%%
Per2on"lt"t
e
Ind%0%+%
Ind%0%+%
7eed8back
4n%$"te=4n2u.te de no "n!"6"$ . tr"n2m2e de l" o !ener"$e l" "lt" de 2"l"r"$.
1H
*%dent/
m" 4nt5 2e pune pro-lem" 4n$ele!er 1rdcnlor3 dn c"re 2e 0orme"# cultur" une
or!"n#"$ de "0"cer9 4n 2en2ul n%oc"t/ 2ur2ele de 0orm"re " "ce2te cultur nclud elemente
precum7
domenul de "ct%t"te 4n c"re "c$one"# 0rm"9
m"n"!ementul "plc"t9
2tlurle de m"n"!ement "dopt"te de m"n"!er9
etc" m"n"!erlor 4n "0"cer9
"ttudne" 0"$ de r2c . compet$e9
"ttudne" 0"$ de con2um"tor @clen$A9
"ttudne" 0"$ de 2"l"r"$9
"ttudne" 0"$ de "lte !rupur de ntere2 @-nc/ "dmn2tr"$eA.
Un "n"l.t con2der c 2ur2" prm"r @1rdcn"3A " cultur une or!"n#"$ de
"0"cer e2te d"t de filosofia fondatorului companiei9 ulteror/ pe p"rcur2ul decenlor/ "numte
conteBte concrete prn c"re %" trece comp"n" %or 0ltr"=2elect" valorile ma9ore l" c"re 2e
r"porte"# e" c" un tot unt"r9 4n 0ne/ "numte pr"ctc "plc"te de top:m"n"!ement .
2oc"l#"re" curent 4ntre 2"l"r"$ or!"n#"$e/ 2e con2ttue pe p"rcur2ul tmpulu 4n 2ur2e de
0orm"re " cultur or!"n#"$on"le/ "." cum 2u!erm 4n 0!ur" nr.4.1
1H
;uc#Kn2'/ Andr#e6/ ,uc8"n"n/ &. E $rganizational 5ehaviour 3n 0ntroductory e1t/ Prentce ;"ll/ ;"rlo+/
2CC1/ p"!. D24
I!ur" nr.4.1. ?ur2e de 0orm"re " cultur or!"n#"$on"le
?ur2"7 ;uc#Kn2'/ A. / ,uc8"n"n/ &. E $rganizational 5ehaviour 3n 0ntroductory e1t/ Prentce ;"ll/
;"rlo+/ 2CC1/ p"!. D>2
Unele dntre componentele cultur or!"n#"$on"le 2unt %#-le dn "0"r" 0rme/
"ltele pot 0 2e2#"te m" !reu . do"r l" o "n"l# m" "tent9 "2t0el/ componente precum
2lo!"nurle/ 2m-olurle/ rtu"lurle/ mturle . ero/ lm-"6ul etc. 2unt u.or %#-le dn
eBterorul 0rme/ 4n tmp ce "lte componente precum %"lorle 2"u 2oc"l#"re" 2"l"r"$lor 2unt
m" !reu 2e2#"-le.
)n 2nte#/ elementele=componentele cultur or!"n#"$on"le 2e pre#nt "2t0el7
1G
"A 2loganurile7 o dee ce re0lect "ct%t"te" curent " 0rme/ dee ce 2e 2c8m-
perodc9 2e 0olo2e.te pentru " mot%" 2"l"r"$ . 4n poltc" de promo%"re " 0rme9 de
eBemplu/ 0rm" N'e @9ust do itA/ 0rm" G* @*e bring good things to lifeA etc.
-A 2imbolurile/ denumte . logo:ur / 4nre!2tr"te 2"u nu c" mrc de comer$=0"-rc/
repre#nt un 2emn ce 2u!ere"# unul dn $elurle or!"n#"$e9 de eBemplu/ lter" G pentru
0rm" Gucc/ 2m-olul cruc pentru "ed !ross @0ondul "l-/ c" re%er2 "l 2te"!ulu el%e$"n/
2u!ere"# neutr"lt"te"A etc.
cA 3rtefactele @mo-ler/ 4m-rcmnte/ n2trumente etc.A . de2!n:ul cldrlor ce
con2ttue n0r"2tructur" comp"ne/ prn c"re 0rm" dore.te " 2e nd%du"l#" 4n ment"lul
opne pu-lce . "l con2um"torlor.
dA &imba9ul utl#"t 4n c"drul comp"ne/ nclu#5nd un "numt 1%oc"-ul"r te8nc3
@uneor 2e d2cut de un 6"r!on 2pec0c 4n ndu2tr" "uto/ 4n IT/ 4n "ct%t"te" l"n$urlor de
2uperm"r'etur etc.A/ c5t . d%er2e 2nt"!me 0olo2te curent 4n r"porturle cu "n!"6"$/ clen$
2u2 "lte !rupur de ntere29 de eBemplu/ P"l: L"rt "re 1"2oc"$3 . nu 2"l"r"$/ ?"n2-urK2
d2cut de 1cole!3 . nu 2"l"r"$ etc.
1G
;uc#Kn2'/ A. / ,uc8"n"n/ &. E $rganizational 5ehaviour 3n 0ntroductory e1t/ Prentce ;"ll/ ;"rlo+/
2CC1/ p"!. D2M . urmto"rele
7ilosofia fondatorului
companiei
1Iltr"re3
4n tmp
Top
m"n"!eme
nt
Cultur"
or!"n#"$on"l

?oc"l#"re
"
2"l"r"$lor
eA +iturile )i eroii dn 2tor" trecut 2"u m" recent " comp"ne/ prn c"re 2e
eBempl0c "numte %"lor=credn$e ce de0ne2c cultur" or!"n#"$on"l9 de eBemplu/ mem-r
" 0"mle ;enrK Iord pentru Iord Lotor Comp"nK . 2tor dn trecutul comp"ne9
0ond"torul comp"ne pentru Art8ur Ander2en & Co9 0ond"tor ,ll . Jo8n pentru ;"rleK:
&"%d2on etc.
0A "itualurile ce 2unt pre#ente perodc 4n "ct%t"te" comp"ne/ 4n "numte conteBte/
prn ele m"n"!ementul %#5nd " 4ncorpor" elemente "le cultur or!"n#"$on"le 4n !5ndre" .
comport"mentul 2"l"r"$lor9 "2t0el de rtu"lur "u 0orm" unor ceremon l" prmre" de no
"n!"6"$/ " unor .edn$e 0orm"le l" 4nceputul #le de lucru/ " unor "ct%t$ 2port%e=cultur"le
etc.
!A .alorile con2ttue componenta esenial " cultur or!"n#"$on"le/ prn ele
4n!lo-5ndu:2e concep$le=normele 2t"-lte pentru mem-r or!"n#"$e de l" c"re "ce.t" nu
"u %oe 2 2e "-"t9 "lt0el 2pu2/ d2cutm de "numte valori )i credine ce 2unt determn"nte
pentru or!"n#"$" de "0"cer 4n "n2"m-lul e. N"lorle 4n c"re crede comp"n" 2e "0l 4n
core2ponden$ drect . 4. pun "mprent" "2upr" concepiei firmei privind etica afacerilor.
2C
Ace2t sistem de valori/ pr%t drept component de -"# " cultur or!"n#"$on"le/ nclude
"2pecte precum7 ntere2ul m"n0e2t"t 0"$ de 2"l"r"$ . clen$9 nte!rt"te" mor"l .
2t"nd"rdele etce "plc"te9 one2tt"te" . re2pect"re" le!9 one2tt"te" 4n pr"ctcele de
m"r'etn!/ %5n#r/ "pro%#on"re/ pre$ur etc.
Lul$ "n"l.t 2unt de "cord c valorile 2unt component" m"6or ce d0eren$"# o
cultur " une or!"n#"$ 0"$ de "lt"/ 0und"mentul %"lorlor 0nd d"t de normele religioase'
sociale )i morale pe c"re nd%dul le "cumule"# 4nc dn prmul "n de %"$9 Peter2 .
P"term"n propun ".":numt" re$e" M:? LcQn2eK @2hared values' 2tructure/ 2ystems' 2tyle'
2taff' 2trategy' 2killsA/ c" element ce de0ne.te comp"nle de 2ucce29 4n "ce2t c"dru/ %"lorle
2e "0l 4n centrul re$ele . 12u2$n3 cel"l$ D ?/ cee" ce con0er elementul:c8ee pentru "
o-$ne 2ucce2ul 4n "0"cer @I!ur" nr...A.
21
I!ur" nr.4.2. Ce M 1?3 " lu LcQn2eK
2C
Rel"$" dntre %"lor . comport"mentul etc 4n "0"cer "l comp"nlor 2e "n"l#e"# m" pe l"r! 4n urmtorul
c"ptol/ *tc" "0"cerlor.
21
T. Peter2/ R. P"term"n E 0n 2earch of 41cellence/ ;"rper "nd Ro+/ Ne+ For'/ 1GH2
1tr(te*%e
@2trategyA
1tructur

@2tructure
A
1%'te&e
@2ystemsA
1t%l
@2tyleA
A2%l%t,%
@2killsA
1t(--
@2taffA
1%'te& de
0(lor%
@2hared
valuesA
?ur2"7 +c:insey ;82 7rame*ork9 prelu"t dup ;uc#Kn2'/ A. / ,uc8"n"n/ &. E $rganizational
5ehaviour 3n 0ntroductory e1t/ Prentce ;"ll/ ;"rlo+/ 2CC1/ p"!. D>1
Pe m2ur ce 2e 2tructure"# 4n tmp "numte %"lor l" c"re 2e r"porte"# comp"n"/
"ce2te %"lor o0er un !8d pentru comport"mentul 2"l"r"$lor . "2!ur o drec$e comun
pentru e0ortul depu2 4n munc" #lnc9 "ce2te %"lor prncp"le %or lu" 0orm" unor 1enun$ur3
. 2e %or re!2 0rec%ent 4n r"po"rtele nterne "le comp"ne . m"ter"lele e pu-lct"re9 de
eBemplu/ 4ntre %"lorle prncp"le "le comp"ne Am"#on "%em7 1!r6" o-2e2% 0"$ de
clent3/ 1no%"re"3/ 14ncln"$" 2pre "c$une3 etc.9 pentru comp"n" ,A* ?K2tem2 %"lorle
prncp"le 2unt7 1clen$ 2unt prm" prort"te3/ 1per0orm"n$"3/ 1p"rtener"t te8nolo!c . de
no%"re3 etc.
22
Od"t dent0c"te . "ccept"te valorile principale l" c"re 2e r"porte"# 0rm"/
ele 2e 4n2cru 4ntr:un cod/ o l2t de enun$ur/ c"re 2e "duce l" cuno.tn$" 2"l"r"$lor9 "cel".
cod 2e %" promo%" prn m6lo"ce pu-lct"re 4n r5ndul con2um"torlor . "l opne pu-lce.
8A "elaia firmei cu mediul ncon9urtor prn c"re 2e re0lect comport"mentul re"l "l
or!"n#"$e 0"$ de ntere2ul 2ocet$ 4n prote6"re" medulu n"tur"l @der% drept
component " cultur prn 1cee" ce 0"ce3 comp"n" . nu prn cee" ce decl"r pu-lc c 1e2te
nece2"r " 2e 0"ce3A9 "ce"2t rel"$e e2te m" d0cl de dent0c"t dn "0"r" 0rme/ 0nd
cuno2cut prec2 do"r de per2o"nele dn 1%5r0ul3 or!"n!r"me.
2>
A 2ocializarea salariailor e2te component" cultur or!"n#"$on"le ce der% dn
rel"$le 0orm"le=n0orm"le c"re 2e con2true2c 4n tmp 4n nterorul d%er2elor !rupur=ec8pe
de lucru/ e" re0lect o "numt omo!ent"te . unt"te " !rupurlor=ec8pelor 4n depunere"
unor e0ortur pentru " "tn!e un o-ect% 2"u " "plc" o 2tr"te!e
24
9 pr"ctcle de 2oc"l#"re l"
locul de munc 2"u 4n "0"r" lu 2unt eBtrem de mport"nte pentru 1"propere"3 nolor "n!"6"$
4n 2tructur" d%er2elor !rupur de 2"l"r"$.
22
;uc#Kn2'/ A. / ,uc8"n"n/ &. E $rganizational 5ehaviour 3n 0ntroductory e1t/ Prentce ;"ll/ ;"rlo+/
2CC1/ p"!. D>2
2>
A 2e %ede" . unele "2pecte dn c"ptolul 1*tc" "0"cerlor3.
24
A 2e %ede" . unele "2pecte dn c"ptolul 1Con2truc$" une ec8pe de m"n"!ement3.
4.3. Orientarea culturii ctre performan
Orent"re" cultur or!"n#"$on"le 2pre re#ult"te . 4n"lt per0orm"n$ 2e re"l#e"# 4n
2tr5n2 le!tur cu 2"t20"cere" 2"l"r"$lor/ cu re"l#"re" 2entmentulu de 1mul$umre3 " lor/
cu nducere" une "numte lo"lt$ dn p"rte" lor etc. Pentru 2ucce2ul de#%oltr une "2t0el
de cultur/ 2"l"r"$ tre-ue tr"t"$ cu re2pect . 4ncur"6"$ 2 "- n$"t%/ 2 0e cre"t% 4n tot
cee" ce 0"c9 4n 2en2ul n%oc"t/ e2te nece2"r c" m"n"!er 2 2t"-le"2c 2t"nd"rde re#on"-le/
cl"re . 2 le "corde 2u-ordon"$lor 2u0cent "utonome pentru " eBcel".
)ntr:o 2tructur or!"n#"t/ de "0"cer @0rmA 2"u "lt tp/ 4ntotde"un" 2e pun dou
4ntre-r e2en$"le7
2(
<Cne "re putere" de " decdeR3
<Ce re!ul = procedur %or 0 urm"te pentru " "tn!e 2copul dortR3
L"ner" de " rspunde concret l" "ce2te dou 4ntre-r d0er mult de l" o 0rm l"
"lt"/ de l" o $"r = re!une l" "lt"9 4n e!"l m2ur/ d0er 2ucce2ul 4n "0"cer o-$nut de
comp"n . cre.tere" economc 4nre!2tr"t de $r E e1plicaia fiind dat ntr8o msur
apreciabil <nu ns total= de d0eren$ele cultur"le ce c"r"cter#e"# $rle = !rupurle de
per2o"ne.
2D
Con0orm cu ;o02tede/ nc o p"rte " %e$ no"2tre nu e2te eBcept"t de n0luen$ele
cultur/ ea influeneaz practicile noastre zilnice' modul de via' modul n care suntem
crescui' modul n care conducem )i suntem condu)i' modul n care murim )i teoriile pe care
suntem capabili s le dezvoltm,
2M

Prn cultur de or!"n#"$e=corpor"$e/ ;o02tede 4n$ele!e urmto"rele ."2e "2pecte7
2H
cultur" or!"n#"$e e2te holistic/ "dc nclude un <tot3 ce e2te m" mult dec5t
2um" pr$lor9
e" e2te determinat istoric/ "dc re0lect e%olu$" 4n tmp " corpor"$e9
"re coneBune cu aspecte studiate de antropologi/ cum "r 0 rtu"lurle .
2m-olurle9
"re un fundament social/ 4n 2en2ul c 2e cree"# = p2tre"# de un !rup de o"men
@dn or!"n#"$eA9
cultur" or!"n#"$on"l e2te u)oar/ de. 2pun Peter2 . P"term"n c <cee" ce e2te
u.or e2te !reu39
2(
A. ,urcu E +anagement comparat' *&P/ ,ucure.t/ 2CC4
2D
A. ,urcu E +anagement comparat' *&P/ ,ucure.t/ 2CC4
2M
Geert ;o02tede : !ultures and $rganizations' 2oft*are of the mind/ In2ttute 0or Re2e"rc8 on Intercultur"l
Cooper"ton @IRICA/ Pu-l28ed -K LcGr"+ E ;ll ,oo' Comp"nK *urope/ London/ 1GG1
2H
Geert ;o02tede : !ultures and $rganizations' 2oft*are of the mind/ In2ttute 0or Re2e"rc8 on Intercultur"l
Cooper"ton @IRICA/ Pu-l28ed -K LcGr"+ E ;ll ,oo' Comp"nK *urope/ London/ 1GG1
I"mle
Loc munc
N"$une
@cultur n"$on"lA
N"lor
Pr"ctc
Or!"n#"$e
@clm"tA
cultur" or!"n#"$on"l e2te greu de modificat / adaptat9
)ntre cultura naional . cultura organizaional eB2t d0eren$e de 0ond/ 4n 2en2ul c
pentru " dou" no$une se compar preponderent practicile acumulate prin socializare la locul
de munc de ctre indivizi )i nu valori ce de6" "u 0o2t pro!r"m"te ment"l 4nc dn 0"mle .
.co"l.
Pe -"#" 2tudulu derul"t 4n c"drul IRIC/ ;o02tede dent0c 4n mod emprc )ase
dimensiuni d2tncte "le cultur or!"n#"$on"le7
2G
$rientarea spre proces fa de orientarea spre rezultate7 c"# 4n c"re e2te
pre0er"-l orent"re" spre rezultate9 2e con0rm un" dn op$unle lu Peter2 . P"term"n/
re2pect% culturle puternce 2"u omo!ene 2unt e0c"ce.
$rientarea spre salariai n raport de orientarea spre munc> 2e 0"ce d2tnc$e
4ntre preocuprle top m"n"!erulu pentru " 4m-unt$ c"l0c"re" re2ur2elor um"ne/ 0"$ de
preocuprle de 4m-unt$re " cond$lor de lucru9 cultur" 4ncln 4n tmp 4ntr:o drec$e.
&imitat <mrginit= n raport cu cel profesional 7 e2te dmen2une" ce d2tn!e 4ntre
cultur" 4n c"re 2"l"r"$ nu 2ep"r %"$" per2on"l de 2er%cu . con2der c 0rm" "re !r6 de
%torul lor per2on"l/ 0"$ de cultur" 4n c"re 2"l"r"$ 4. tr"te"# %"$" per2on"l c" pe o
"0"cere propre.
2istem deschis n raport cu cel nchis7 e2te dmen2une" ce de2cre clm"tul
or!"n#"$on"l 0"$ de eBteror . = 2"u 0"$ de ce no %en$.
!ontrol redus fa de control intens7 re0lect 2tructur" ntern " or!"n#"$e/ "dc
un control 2l"- = 2old "2upr" co2turlor/ d2cpln/ punctu"lt"te etc..
Prescriptiv / normativ n raport cu pragmatic7 re0lect modul de r"port"re "
or!"n#"$e l" clent = p"$9 unt$le normative pun "ccent pe re!ul . 2t"nd"rde etce/ "r
cele pragmatice pun "ccent m"6or pe clent . re#ult"tele o-$nute . m" pu$n pe procedur.
A."d"r/ cultur" or!"n#"$on"l 2e con2ttue preponderent dn pr"ctcle "cumul"te
trept"t de 2"l"r"$ . m" pu$n dn %"lor @nd%du"l .:" 0orm"t de6" %"lorle 4ntre C:G "n/ 4n
coplreA9 4ntr:o 2c8em !r"0c/ "%em7
>C
@con$nut %#-l pentru orcneA
Cultur" 1n"$on"l3
2G
?tudul e0ectu"t de ;o02tede pe "ce2t 2u-ect e2te eBtrem de ntere2"nt c" 2ur2 de n0orm"re/ d"r conclu#le l"
c"re "6un!e "utorul nu se aplic automat l" "lte 0rme 2"u $r. Ace2t 2tudu " nclu2 2C de unt$ de "0"cer dn
1C corpor"$ d0erte/ ( dn Ol"nd" . ( dn &"nem"rc"9 un" dn unt$ " 0o2t termn"lul Copen8"!" "l ?A?
@?c"ndn"%"n Arlne2 ?K2temA9 mrme" unt$lor " %"r"t de l" DC l" 2(CC de 2"l"r"$9 e."ntonul " nclu2 14C
de per2o"ne/ c5te G per2o"ne dn 0ec"re unt"te9 4ntre cele G per2o"ne 2:" nclu2 de 0ec"re d"t m"n"!erul
!ener"l/ d"r . "l$ 2"l"r"$ de pe d%er2e n%ele er"r8ce p5n l" eBecut"n$. &e. ;o02tede 2pune c unele dn
conclu#le 2"le contr"c"re"# unele dn re!ulle 0orm"te de Peter2 . P"term"n/ no credem c E 0nd %or-" de
e."nto"ne 2tructur"te complet d0ert . o-ect%e %#"te d0erte E opnle lu Peter2 . P"term"n rm5n per0ect
%"l"-le.
>C
Ad"pt"t" dup A. ,urcu E +anagement comparat' *&P/ ,ucure.t/ 2CC4
Cultur" or!"n#"$on"l
@con$nutul e po"te 0 "prec"t num" de 2"l"r"$A
)n t"-elul nr. 4.1. 2e pre#nt o 2ere de p". pentru orent"re" cultur or!"n#"$on"le
4ntr:o "numt drec$e 9 "ce.t p". = et"pe pot con2ttu un n2trument de orent"re="d"pt"re "
cultur/ 4n2 mod0c"re" %"lorlor colect%e . pr"ctclor #lnce 4ntr:o "nume direcie/ 4n mod
del-er"t/ e2te eBtrem de d0cl d"c nu c8"r mpo2-l.
>1
>1
C8"rle2 P. ;ll E 0nternational 5usiness/ LcGr"+ E ;ll/ Ir+n/ Ne+ For'/ 2CC2
T"-elul nr. 4.1. Prncp"lele et"pe . con2derente cu pr%re l" cultur" or!"n#"$on"l
"ANAG!"!NTUL 4CU A5UTORUL6 CULTURII ORGANIZAIONAL!
4ste o sarcin a managementului de nivel superior care nu poate fi transferat / delegat
!ere att putere' ct )i e1pertiz,
rebuie s nceap cu o cunoa)tere a configuraiei culturale a organizaiei,
!ere o diagnoz cultural,
Necesit opiuni strategice>
Cultur" "ctu"l 2e potr%e.te cu 2tr"te!"R
&"c nu/ 2tr"te!" po"te 0 "d"pt"tR
&"c nu/ ce mod0c"re cultur"l e2te nece2"rR
Ace"2t mod0c"re e2te e0cent E "%em o"men de c"re e2te ne%oeR
C"re %or 0 ro2turle 4n cond$le de preocup"re . de -"n " m"n"!ementuluR
Pro0turle 2cont"te %or dep. co2turleR
C"re e2te pero"d" de tmp nece2"r pentru "ce2te 2c8m-rR
&"c 2unt 4ndoel/ e2te m" -ne 2 2e mod0ce 4ntr:un "numt 0el 2tr"te!"R
?u-culturle d0erte pot 2 ce"r "-ordr d0erteR
!rearea unei reele de ageni de schimb n cadrul organizaiei>
C5$%" o"men <c8ee3 l" to"te n%elurle.
&"c o"men <c8ee3 n$"# "c$une"/ cel"l$ le %or urm" eBemplul.
Oponen$ pot 0 e%t"$R
Proiectarea modificrilor structurale adecvate>
&ep"rt"mente de n$ere . de 0n"l#"re.
&ep"rt"mente pentru 0u#on"re 2"u 2ep"r"re or pentru 2"rcn de 2er%cu.
&epl"2"re nd%du"l 2"u 4n !rupR
?"rcnle 2e potr%e2c "pttudnlorR
Proiectarea modificrilor de proces adecvate>
*lmn"re" 2"u 2t"-lre" mod"lt$lor de control.
Autom"t#"re" 2"u dmpotr%.
?t"-lre" 2"u 4ntrerupere" le!turlor de comunc"$e.
)nlocure" controlulu d"telor de ntr"re prntr:un control "l d"telor de e.reR
"evizuirea politicii de personal>
Recon2der"re" crterlor de "n!"6"re.
Recon2der"re" crterlor de promo%"re.
Per2on"lul m"n"!er"l e2te l" curent cu nole 2"le 2"rcnR
Pro!r"m"re" perodc " rotaiei posturilor.
A 0 2u2pco2 cu pr%re l" proectele de 2pec"l#"re " "ltor per2o"ne9 ne%o"
de 2pec"l#"re tre-ue 2 0e re2m$t c8"r de ctre ce ce urme"# 2 0e 2pec"l#"$.
!ontinuarea e1tinderii monitorizrii culturii organizaionale>
Aten$e 2u2$nut/ per2e%erent.
Repet"re" perodc " diagnozei culturale,
?ur2"7 Geert ;o02tede : !ultures and $rganizations' 2oft*are of the mind/ In2ttute 0or Re2e"rc8 on
Intercultur"l Cooper"ton @IRICA/ Pu-l28ed -K LcGr"+ E ;ll ,oo' Comp"nK *urope/ London/ 1GG19
CopKr!8t S All r!8t2 re2er%ed.
&e. e2te eBtrem de d0cl 2"u c8"r mpo2-l de 2c8m-"t="d"pt"t cultur"
or!"n#"$on"l 4ntr:o "numt drec$e/ totu. "ce2t demer2 tre-ue 2 "- loc . el po"te 2 0e
"tn2 prn %#une . e0ort 2u2$nut orent"t 4n m" multe pl"nur7
$rientarea spre aciune, L"n"!er dn 0rmele de 2ucce2 4. 2electe"# %"lorle . 4.
orente"# "ct%t$le dn munc" #lnc 2pre "c$une" r"pd9 e nu:. ro2e2c tmpul 4n d2cu$
2terle/ c !5nde2c . "plc r"pd 2tr"te!/ mod0c . "d"pte"# d%er2e "c$un 1dn mer23/
men$n 2u- control propru do"r un" 2"u dou c8e2tun m"6ore . de2centr"l#e"#
pro-lem"tc" de det"lu9 4n "2t0el de 0rme/ m"6ort"te" dec#lor 2e 2u-ordone"# prncpulu
1o dec#e -un e2te dec#" lu"t l" tmp3 etc.
Promovarea climatului inovativ. )n 0rmele ce ".e"# l" -"#" 2ucce2ulu lor proce2ele
de no%"re perm"nent/ "ce"2t preocup"re 2e %" re0lect" de l" %5r0 . p5n l" -"#" pr"mde/
c5t . 4n to"te domenle 4n c"re re!2m pre#ent comp"n"9 teoretc/ "t5t no%"$" te8nc c5t
. ce" 2oc"l pot 2 0e "2ml"te trept"t . eBer2"te 4n munc" #lnc de ctre 0ec"re 2"l"r"t/
"2pect "r!ument"t pertnent de ctre P. &ruc'er.
>2
?tmul"re" clm"tulu no%"t% pre2upune
c" m"n"!er 2 "dopte c5t m" pu$ne dec# de det"lu/ e tre-ue 2 4. con2olde#e
perm"nent %#une"=concep$"/ 2 de0ne"2c perodc unul 2"u dou o-ect%e m"6ore de "tn2
pentru or!"n#"$e9 e tre-ue 2 "plce 2tr"te!" 0rme/ 0r " dct" "2upr" modulu 4n c"re %"
0 re"l#"t 0ec"re oper"$une 4n p"rte.
$rientarea ctre nvarea continu. A." cum "m "r!ument"t "nteror/ trm "2t#
4ntr:o 2ocet"te=econome " cuno".ter/ "r 0ec"re comp"ne=n2ttu$e tre-ue 2 2e -"#e#e pe
cuno".tere . 2 o eBplo"te#e c" o re2ur2 d2tnct9 1munctorul3 de "2t# " de%ent un
kno*ledge *orker / dec un 2"l"r"t c8em"t 2 proce2e#e cuno.tn$e pentru " 0 per0orm"nt. )n
"ce"2t nou re"lt"te 2:" mpu2 conceptul de organizaie care nva . cel de lifelong
learning/ cee" ce nduce o compet$e 0r precedent 4ntre nd%#/ comp"n . $r. A."d"r/
4ntre-"re" 1 C"re e2te cel m" e0cent mec"n2m de 4n%$"re pentru nd%#=comp"nR3
c"pt o nou 2emn0c"$e . mert o "n"l# m" pro0und.
>>
4.4. Ino0(,%( l( Peter $ruc7er
>2
&e2pre "ce"2t drec$e de orent"re " cultur or!"n#"$on"le d2cutm m" eBtn2 4n p"r"!r"0ul 1Ino%"$" l"
Peter &ruc'er39 %e# Peter I. &ruc'er E 0nnovation an 4ntrepreneurship/ ;"rper T Ro+ Pu-l28er2/ Inc./ 1GHD9
tr"ducere 4n lm-" rom5n 0novaia )i 2istemul 3ntreprenorial/ *d. *ncclopedc/ ,ucure.t/ 1GG>
>>
&e2pre "ce2t "2pect d2cutm m" pe l"r! 4n p"r"!r"0ul 1)n%$"re" l" *du"rd de,ono3.
Un" dntre mod"lt$le e%dente de " 4ncur"6"=dr6" cultur" or!"n#"$on"l " une
0rme ctre per0orm"n$ e2te "cee" de " promo%" eBplct proce2ul de no%"re 4n tot cee" ce
0"ce 0rm". L" -"#" proce2elor de no%"re 2e "0l creativitatea salariailor/ prn "ce"2t"
4n$ele!5nd !ener"re" de idei noi )i utile cu pr%re l" produ2e/ 2er%c/ metode de lucru/
proce2e . procedur dn "ct%t"te" or!"n#"$e.
>4
Termenul de inovaie %#e"# 4ndeo2e-
domenul te8nc . te8nolo!c/ 4n$ele!5nd prn "ce"2t" un element de nout"te ce 4m-unt$e.te
cuno".tere" 2"u pr"ctc" dn 2t"dul "nteror9 "tunc c5nd e2te -re%et"t no%"$" conduce l"
"cord"re" unu p"tent "utorulu e.
Teoretc/ "ct%t"te" curent " orcru or!"n#"$ de "0"cer 14n2ume"#3 2"u
cumule"# cnc 0unc$un7
: 0unc$une" de RT&9
: 0unc$une" de produc$e9
: 0unc$une" de m"r'etn! @comerc"lA9
: 0unc$une" 0n"nc"r:cont"-l9
: 0unc$une" de re2ur2e um"ne.
)n "-ord"re" modern/ e2te nece2"r c" preocup"re" pentru nou/ pentru no%"$ = n%en$
2 c"r"cter#e#e deopotr% to"te cele ( 0unc$un "le 0rme/ re2pect% no%"$" nu 2e re#um
num" l" domenul de cercet"re:de#%olt"re9 !r"0c/ dee" n%oc"t 2e po"te 2tructur" "2t0el7
1Orce pr"ctc 2e -"#e"# pe teore E 2pune Peter &ruc'er E c8"r d"c pr"ctcen
4n2. nu 2unt con.ten$ de "ce"2t"3
>(
. )n mod o-.nut/ "2ocem no$une" de no%"$e/ dec de
nout"te=4m-unt$re/ cu cee" ce 2e 4nt5mpl 4n domenul te8nc9 &ruc'er "r!umente"# 4n2
>4
C. Cooper/ C. Ar!Kr2 @edtor2A E he 5lack*ell 4ncyclopedia of +anagement' 2nd edton/ Nol. III/ / L.A.
;tt/ R. &. Irel"nd E 4ntrepreneurship/ ,l"c'+ell Pu-l28m!/ ?UA/ 2CC(
>(
Peter I. &ruc'er E 0nnovation and 4ntrepreneurship/ ;"rper T Ro+ Pu-l28er2/ Inc./ 1GHD9 tr"ducere 4n lm-"
rom5n 0novaia )i 2istemul 3ntreprenorial/ *d. *ncclopedc/ ,ucure.t/ 1GG>
8UNCIUNIL! 8IR"!I
R9$ PRO$UCI! "AR:!TING 8INANCIAR;
CONTA<IL
R!1UR1!
U"AN!
PROCESE DE INOVARE
pertnent c no%"$" e2te m" de!r"- un termen 2oc"l dec5t unul te8nc9 no%"$" nu tre-ue
2 0e te8nc . nu tre-ue 2 0e ne"pr"t 1un lucru39 inovaiile sociale precum #"rul/
"2!ur"re"/ cumpr"re" 4n r"te/ .colle . un%er2t$le/ 2er%cul c%l/ -ncle/ rel"$le de
munc etc./ 2pune &ruc'er/ "u 2c8m-"t 0und"ment"l econom" . 2ocet"te" modern.
>D
Putem con2der" c "m-ele tpur de no%"$e conduc 0rm" ctre per0orm"n$/ dec de%n
trept"t componente de "cee". %"lo"re pentru 12tructur"re"3 cultur or!"n#"$on"le7
Teor" "-orde"# 2nt"!m" de no%"$e dn m" multe per2pect%e/ precum no%"$" c"
produ2/ no%"$" c" proce2/ m"n"!ementul no%"$e etc./ prn managementul inovaiei
4n$ele!em cre"re" "cele cultur or!"n#"$on"le@medu nternA 4n c"re comport"mentul
no%"t% 2 0e 4ncur"6"t . r2pltt9 "ce2t enun$" e2te u.or de 0ormul"t 4n2 eBtrem de d0cl
de tr"n2pu2 4n pr"ctc" #lnc " une comp"n.
>M

)n optc" lu Peter &ruc'er/ no%"$" " "%ut un mp"ct enorm "2upr" e%olu$e 2ocet$
moderne/ 0"%or#5nd pro!re2ul 4n "ct%t"te" comp"nlor . " "ltor tpur de n2ttu$9 2uccnt/
"mntm unele repere 2torce7
"A )n domenul te8nc/ p5n pe l" 1H(C no%"$" er" o"recum 1m2tero23/ nece2t" 1o
2clpre de !enu3/ e0ortur nd%du"le 4n 1l"-or"to"re de cercet"re3/ er" re#er%"t une elte9
2pre 0nele 2ec. "l OIO:le"/ "ct%t$le de no%"re = n%en$e de%n 22tem"tce/ pl"n0c"te/ cu
un 2cop -ne de0nt.
-A )n domenul social "p"r$" une no%"$=n%en$/ -re%et"re" . e0ectele e med"te/
2unt m" pu$n u#u"le 4n e%olu$" 2ocet$9 "lt0el 2pu2/ "2t0el de elemente de nout"te 2oc"l 2e
2tructure"# 2u- 0orm" unu kno*8ho* !ener"l#"t/ c"re 4n2/ n$"l/ nu e2te %#-l . nu po"te
0 -re%et"t=4nre!2tr"t 4n e%den$" une "!en$ " 2t"tulu.
>H
&rept core2pondent l" kno*8ho*8ul
>D
Peter I. &ruc'er E 0nnovation and 4ntrepreneurship/ ;"rper T Ro+ Pu-l28er2/ Inc./ 1GHD9 tr"ducere 4n lm-"
rom5n 0novaia )i 2istemul 3ntreprenorial/ *d. *ncclopedc/ ,ucure.t/ 1GG>/ p"!. 2H:2G
>M
C. Cooper/ C. Ar!Kr2 @edtor2A E he 5lack*ell 4ncyclopedia of +anagement' 2nd edton/ Nol. III/ / L.A.
;tt/ R. &. Irel"nd E 4ntrepreneurship/ ,l"c'+ell Pu-l28m!/ ?UA/ 2CC(/ p"!. 21C . urmto"rele
>H
In2ttu$" n%oc"t 4n Rom5n" e2te O?IL @O0cul de ?t"t pentru In%en$ . LrcA / c"re $ne e%den$" tuturor
no%"$lor=n%en$lor/ "cord petente/ -re%ete/ denumr de m"rc/ denumr de produ2 etc.9 n2ttu$ 2ml"re
eB2t 4n to"te $rle occdent"le.
Ino0(,%( te=n%c .n
(ct%0%t(te( -%r&e%
Ino0(,%( 'oc%(l> pe p%(,(
propr%e? .n rel(,%( cu
cl%entul etc.
0nflueneaz )i
direcioneaz cultura
organizaional
P!R8OR"ANA
@N A8AC!RI
2oc"l n%oc"t/ "n"l.t d2cut 4n c"#ul comp"nlor de capitalul de inovaie social "l 0rme/
re2pect% de p"rte" de "ct%e nt"n!-le ce determn 8otr5tor %"lo"re" de p"$ " une
comp"n9 pentru m"n"!er e2te d0cl 2 m2o"re . 2 !e2tone#e "dec%"t "ce2te active
intangibile/ de. eB2ten$" lor e2te cert @cuno.tn$e/ -r"ndur/ no%"$/ modele de "0"cer
etc.A.
>G
*Bempl0c"t%/ pot 0 n%oc"te o 2ere de inovaii sociale cu mp"ct m"6or 4n
2tructur"re" 2ocet$ moderne
4C
7
*Btndere" 4n%$m5ntulu !ener"l " 0o2t po2-l d"tort une no%"$ mnore/ l"
m6locul 2ecolulu ONII/ "nume m"nu"lul n%ent"t de Jo8"nn Comenu2/ un
re0orm"tor ce8 c"re e2te con2der"t prntele 22temulu de educ"$e !ener"l dn
$rle occdent"le.
)n 6urul "nulu 1HCC/ Pl8elm %on ;um-oldt/ un dplom"t !erm"n " 0ond"t
Un%er2t"te" dn ,erln pentru " prelu" conducere" ntelectu"l " Ir"n$e9 dee" de
un%er2t"te modern tp ;um-oldt " 0o2t mport"t ulteror 4n ?UA/ $"r c"re prn
4m-unt$re" modelulu " c5.t!"t trept"t 2uprem"$" 4n "ct%t"te" .tn$0c . de
cercet"re/ mpun5ndu:2e 4n pl"n economc l" n%el mond"l.
)n "n 1G4C/ 0ond"torul 0rme Lc&onn"ldU2 " n%ent"t un nou tp de re2t"ur"nt
"merc"n/ de d2tr-u$e fast8food9 el " plec"t de l" 4ntre-"re" <)n ce con2t %"lo"re"
pentru con2um"torR39 pe -"#" conclu#lor l" c"re " "6un2 el " mpu2 ulteror
"numte 2t"nd"rde pentru produ2ele %5ndute/ " reproect"t te8nolo!" curent . "
o0ert un tp de 2er%cu d0ert con2um"torulu modern.
)n con0ormt"te cu opn" lu Peter &ruc'er/ eB2t ."pte m"r 2ur2e c"re 0"%or#e"#
proce2ul de no%"re pentru "ntreprenor9 firmele antreprenoriale 2unt con2der"te cele c"re
2tue"# 4n centrul preocuprlor no%"re" . "d"pt"re" l" 2c8m-"re/ eBplo"t"re" cuno.tn$elor
c" re2ur2 etc./ cee" ce 4n2e"mn c . un ILL 2"u o m"re corpor"$e pot "%e" un
comport"ment "ntreprenor"l9 cele ."pte 2ur2e ce conduc l" no%"re 2unt
41
7
interne/ 4n 2en2ul c 2unt %#-le n$"l 2"l"r"$lor dn 0rm 2"u dntr:un
2ector economc7
: nepre%#utul E 2ucce2ul nepre%#ut/ e.ecul nepre%#ut/ e%enmentul
ne".tept"t dn eBteror9
: ncon!ruen$" E dntre re"lt"te "." cum e2te de 0"pt . re"lt"te" "." cum 2e
pretnde c e2te/ 2"u "." cum "r tre-u 2 0e9
>G
J. L. Ire2tone/ L. P. Lc*lroK E :ey 0ssue in the Ne* :no*ledge +anagement / ,utter+ort8:;enem"nn/
?UA/ 2CC>/ p"!. 2MD
4C
Peter I. &ruc'er E 0nnovation and 4ntrepreneurship/ ;"rper T Ro+ Pu-l28er2/ Inc./ 1GHD9 tr"ducere 4n lm-"
rom5n 0novaia )i 2istemul 3ntreprenorial/ *d. *ncclopedc/ ,ucure.t/ 1GG>
41
Peter I. &ruc'er E 0nnovation and 4ntrepreneurship/ ;"rper T Ro+ Pu-l28er2/ Inc./ 1GHD9 tr"ducere 4n lm-"
rom5n 0novaia )i 2istemul 3ntreprenorial/ *d. *ncclopedc/ ,ucure.t/ 1GG>
: no%"$" -"#"t pe nece2t"te" proce2ulu9
: 2c8m-rle dn 2tructur" ndu2tre 2"u dn 2tructur" pe$e c"re "u pe to"t
lume" pe nepre!tte.
e1terne' 4n 2en2ul c pro%n dn "0"r" 0rme 2"u 2ectorulu de "ct%t"te7
: demo!r"0ce @trendur 4n 2tructur" popul"$eA9
: 2c8m-r 4n recept%t"te/ d2po#$e . 4n$ele!ere9
: cuno.tn$e no/ "t5t .tn$0ce c5t . ne.tn$0ce.
A."d"r/ pentru " drec$on" cultur" or!"n#"$on"l 4n 2en2ul dort/ prima condiie e2te
c" top m"n"!ementul 2 nduc un clm"t 4n c"re 2"l"r"$ 2e 2mt 4ncur"6"$ . r2plt$ 2
4n%e$e 22tem"tc cele ."pte 2ur2e de no%"re" 4n munc" #lnc.
?, 2uccesul nea)teptat repre#nt o oc"#e ce tre-ue lu"t 4n con2der"re . mpune o
"numt condut pentru conducere" comp"ne9 0ec"re "ntreprenor e2te d"tor 2:. pun o
2ere de 4ntre-r %2 " %2 de un e%entu"l succes nea)teptat7 1Ce "r 4n2emn" pentru no d"c l:
"m eBplo"t" R3/ <Unde ne:"r duceR3/ <Ce "r tre-u 2 0"cem pentru ":l tr"n20orm" 4ntr:o
oc"#eR3/ <Cum ne comportm noR3. *2te -necuno2cut c"#ul comp"ne &u Pont ce .:"
propu2 4n "n 2C/ prn d%#" e de cercet"re/ 2 0"-rce o 0-r polmer#"t@"dc nylon:ulA9
tmp de m" mul$ "n nu 2:" o-$nut nc un re#ult"t/ 4n2 4n 1G2H un cercettor t5nr dn
c"drul ec8pe de proect " ut"t 4n +ee':end o mBtur de 2u-2t"n$e pe un 4ncl#tor "prn29
.e0ul ec8pe de proect " "n"l#"t mnu$o2 compo#$ re#ult"t/ "r 4n 1G>( &u Pont 4nre!2tr"
0-r" polmer#"t c" n%en$e9 &u Pont rm5ne . "2t# o corpor"$e multn"$on"l ce .te 2
eBplo"te#e to"te 2ur2ele de no%"re.
42
Un "lt eBemplu e2te cel "l comp"ne npone
L"t28u28t" c"re/ 4n "n (C/ " "ccept"t dee" c popul"$" 2r"c dn medul rur"l 4. %"
permte 2 cumpere un tele%#or9 comp"n" " conceput o metod or!n"l de d2tr-u$e
@door8to8doorA . " eBplo"t"t 2ucce2ul ne".tept"t pe "ce"2t p"$.
4>
?pre deo2e-re de succesul nea)teptat/ e)ecul neprevzut r"reor trece neo-2er%"t9
e.ecul "p"re c" re#ult"t "l une !re.el 2"u o 2ere de !re.el 2ucce2%e 4n proect"re/ eBecu$e
etc. 1P"rte" -un3 " e.eculu e2te c "tunc c5nd 2e con.tent#e"# !re.e"l" / e" po"te "tr"!e o
2c8m-"re m"6or de optc="-ord"re/ cee" ce %" conduce l" "p"r$" no%"$e9 e.ecul tre-ue
con2der"t un 2mptom "l oc"#e de no%"$e . tre-ue tr"t"t cu 2ero#t"te/ 2pune &ruc'er.
44
Un eBemplu cuno2cut pr%nd eBplo"t"re" e)ecului neprevzut e2te cel "l 0rme Iord/ cu
modelul de "utomo-l 1*d2el3 l"n2"t 4n 1G(M9 "ce2t model " 0o2t un e.ec tot"l 4n2/
conducere" Iord nu " d"t %n" pe 1clentul r"$on"l3/ c " "n"l#"t "tent comport"mentul
42
8ttp7==en.+'ped".or!=+'=&uPont
4>
Peter I. &ruc'er E 0nnovation and 4ntrepreneurship/ ;"rper T Ro+ Pu-l28er2/ Inc./ 1GHD9 tr"ducere 4n lm-"
rom5n 0novaia )i 2istemul 3ntreprenorial/ *d. *ncclopedc/ ,ucure.t/ 1GG>
44
Peter I. &ruc'er E 0nnovation and 4ntrepreneurship/ ;"rper T Ro+ Pu-l28er2/ Inc./ 1GHD9 tr"ducere 4n lm-"
rom5n 0novaia )i 2istemul 3ntreprenorial/ *d. *ncclopedc/ ,ucure.t/ 1GG>/ p"!. >M
con2um"torulu/ 4n$ele!5nd c trept"t 2e mpune" o "lt 2e!ment"re " pe$e/ dup 2tlul de
%"$ . nu dup dmen2une" "utomo-lulu9 ulteror/ 0rm" " proect"t modelul 1T8under-rd3
c"re " 4n2emn"t un 2ucce2 m"6or pe p"$.
4(
@, 0ncongruena repre#nt un 2mptom "l 2c8m-r . repre#nt o d2ton"n$ 4ntre
cee" ce e2te . cee" ce 1"r tre-ue 2 0e39 e" po"te 0 pr%t c" o 10"le3 2"u 1ruptur3 ce
"nun$ 2c8m-r 4n c"drul une ndu2tr/ pe$e 2"u proce29 0rm" "re d"tor" de ":. pune
4ntre-r precum7 1Ce "r pute" eBplo"t" "ce"2t ncon!ruen$ R3/ 1Ce "r tr"n20orm":o 4ntr:o
oc"#eR3/ 1Ce 2e po"te 0"ce R3 *B2t/ 2pune &ruc'er/ d%er2e tpur de ncon!ruen$ 7
4D
: o ncon!ruen$ 4ntre re"lt"te" une ndu2tr . pre2upunerle c"re 2e 0"c de2pre
"ce"2t"9 2e m" nume.te ncon!ruen$" dntre re"lt"te" perceput . ce" adevrat9
: o ncon!ruen$ 4ntre %"lorle=".teptrle unu 0urn#or . %"lorle=".teptrle clen$lor
re2pect%9 4ntotde"un" c5nd productorul recl"m 1lp2" de lo!c3 " clentulu/ 2e
n".te o oc"#e de " 4m-unt$ 1ce%"3 4n le!tur cu produ2ul=2er%cul 0urn#"t/
4ntruc5t 2:" 2c8m-"t percep$" clentulu cu pr%re l" cee" ce "re 1%"lo"re3 pentru el.
>. Un %ec8 pro%er- 2pune c Anecesitatea e2te m"m" n%en$e39 necesitatea tre-ue
4n$ele"2 pentru " o pute" de0n c5t m" -ne . pentru ": pute" %ede" 2olu$"9 nece2t"te"
porne.te de l" ne%o" de " per0ec$on" o metod/ de " 4nlocu o 1%er! 2l"-3 4ntr:un proce2.
O m"re p"rte dn no%"$le -"#"te pe necesitatea impus de un proces eBplo"te"#
ncon!ruen$ele/ "ltele eBplo"te"# demo!r"0". Un eBemplu "l necesitii bazate pe
incongruen e2te cel "l reproectr lnotpulu pentru cule!ere" lterelor/ de ctre Ottm"r
Ler!ent8"ler/ numt . 1"l dole" Guten-er!3/ 4n "nul 1HH4/ lnotp c"re nu m" 0u2e2e
2c8m-"t de pe %reme" lu Guten-er!/ dec de "pro"pe 4CC de "n9 noul lnotp/ -"#"t pe
2elect"re" mec"nc " lterelor/ " de%ent 2t"nd"rd 4n m" pu$n de ( "n . " du2 l" o cre.tere
0r precedent " m"ter"lelor tprte9 p5n l" "cele moment #"rele "%e"u m"Bm H p"!n/
2tu"$e ce 2:" 2c8m-"t complet ulteror.
4M

Un eBemplu de necesitate bazat pe demografie e2te cel "l comp"ne ,ell Telep8one
?K2tem c"re/ 4n 1GCG/ 4n urm" une "n"l#e 2t"t2tce pentru urmtor 1( "n/ tr!e" conclu#"
c numrul cre2cut de con%or-r tele0once r"port"t l" cre.tere" popul"$e "r duce l" un
nece2"r de oper"tor de tele0one 0o"rte m"re9 "ce2te c0re ndc"u c 4n "n 1G2( 2"u 1G>C
to"te 0emele dn Amerc" cu %5r2t" 4ntre 1M . DC de "n "r tre-u 2 munce"2c c" oper"to"re/
4(
Peter I. &ruc'er E 0nnovation and 4ntrepreneurship/ ;"rper T Ro+ Pu-l28er2/ Inc./ 1GHD9 tr"ducere 4n lm-"
rom5n 0novaia )i 2istemul 3ntreprenorial/ *d. *ncclopedc/ ,ucure.t/ 1GG>/ p"!.
4D
Peter I. &ruc'er E 0nnovation and 4ntrepreneurship/ ;"rper T Ro+ Pu-l28er2/ Inc./ 1GHD9 tr"ducere 4n lm-"
rom5n 0novaia )i 2istemul 3ntreprenorial/ *d. *ncclopedc/ ,ucure.t/ 1GG>
4M
8ttp7==en.+'ped".or!=+'=Ottm"rVLer!ent8"ler
d"c 2e contnu" 22temul m"nu"l "l m"ne%rr con%or-rlor9 do "n m" t5r#u comp"n"
,ell " pu2 4n 0unc$une prm" centr"l "utom"t de tele0one.
4H
A, 2tructurile industriei )i ale pieei/ de. unele dntre ele dure"#/ c5teod"t/ "n de
#le . p"r 2t"-le 2unt 4n 0"pt 0r"!le9 "tunc c5nd 2tructur" ndu2tre=pe$e 2e de#nte!re"#/
comp"nle dn top 2unt o-l!"te 2 1n%ente#e3 un nou mod de " 0"ce "0"cerle pentru "
2upr"%e$u9 "2t0el de momente ec8%"le"# cu oc"# 2pec"le pentru " promo%" inovarea 4n
cee" ce 0"ce 0rm"9 4n c"# contr"r/ 2e perde 2uprem"$" 0rme re2pect%e c"re/ de o-ce/ nu %"
m" pute" 0 ncod"t redo-5ndt.
4G
Putem "mnt c" eBemple7
: ;enrK Iord " 4n$ele2 c 2tructur" pe$e 2e 2c8m-" 4n Amerc" l" 4nceput de
2ecol OO/ c "utomo-lul nu %" m" 0 un "cce2oru "l celor -o!"$9 4n 1GCH el proecte"#
modelul T . inoveaz producia de mas " "ce2tu"/ plec5nd de l" pote# c propr lu
munctor 4. %or cumpr" un "utomo-l/ pote# ce 2:" con0rm"t ulteror9 m" mult/
preocup"re" 2" pentru reducere" co2turlor pentru modelul T " condu2 4n p"r"lele l" "lte #ec
de no%"$ te8nce9
(C
: P. &ur"nt/ un "lt "merc"n/ c"re 4n 1GC( " 2e2#"t 4n 2c8m-"re" 2tructur
pe$e9 o"recum 2ml"r el " tr"t"t "ce"2t oportunt"te c" o oc"#e de " no%"/ 4n0n$5nd 4n
1GCH comp"n" Gener"l Lotor2/ cumpr5nd comp"n de "utomo-le de6" eB2tente .
nte!r5ndu:le 4ntr:o m"re "0"cere modern9 GL/ cu 2edul l" &etrot/ " rm"2 p5n 4n pre#ent
o corpor"$e multn"$on"l de pre2t!u/ "2t# "%5nd 2H4.CCC de 2"l"r"$ . oper"$un 4n >>
de $r.
(1
B, (emografia/ pr%t prn "tr-utele popul"$e precum mrme/ 2tructur/ %5r2t/
ocup"$e/ 2t"tut educ"$on"l . %ent repre#nt un" dntre 2c8m-rle eBterne u.or de
pre%#ut9 "m pute" 2pune/ rem"rc &ruc'er/ c demo!r"0" " n0luen$"t . " condu2 "pro"pe
to"te tmpurle "%5nd o mport"n$ m"6or pentru cee" ce 2e %" cumpr"/ de ctre cne . 4n ce
c"ntt"te=c"lt"te/ d"r e" e2te 4n "cee". m2ur mport"nt pentru 2tructur" 0or$e de munc9 de
eBemplu/ 4n "n MC Ct-"n' " 0o2t 2n!ur" comp"ne "merc"n ce " "ccept"t 2 "n!"6e#e
0eme tnere/ lcen$"te 4n d%er2e domen/ con2der5nd c "cel moment e2te o oc"#e de "
no%" 4n pr%n$" promo%r lor pe d%er2e po#$ de m"n"!ement.
(2
C, 2chimbri ale modului de percepere cree"# oc"# de no%"$e 4n "0"cer/ poltc/
educ"$e/ 2nt"te etc.9 de eBemplu/ !r6" cre2cut pentru 2nt"te " 0"%or#"t "p"r$" unor no
4H
Peter I. &ruc'er E 0nnovation and 4ntrepreneurship/ ;"rper T Ro+ Pu-l28er2/ Inc./ 1GHD9 tr"ducere 4n lm-"
rom5n 0novaia )i 2istemul 3ntreprenorial/ *d. *ncclopedc/ ,ucure.t
4G
Peter I. &ruc'er E 0nnovation and 4ntrepreneurship/ ;"rper T Ro+ Pu-l28er2/ Inc./ 1GHD9 tr"ducere 4n lm-"
rom5n 0novaia )i 2istemul 3ntreprenorial/ *d. *ncclopedc/ ,ucure.t
(C
8ttp7==en.+'ped".or!=+'=;enrKVIord
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8ttp7==+++.!m.com=corpor"te="-out=
(2
Peter I. &ruc'er E 0nnovation and 4ntrepreneurship/ ;"rper T Ro+ Pu-l28er2/ Inc./ 1GHD9 tr"ducere 4n lm-"
rom5n 0novaia )i 2istemul 3ntreprenorial/ *d. *ncclopedc/ ,ucure.t
pe$e7 o p"$ " re%2telor de 2nt"te/ " re2t"ur"ntelor cu 2pec0c %e!et"r"n/ " 0"rm"clor
n"tur2te etc.9 tr"d$on"l/ 2nt"!m" 1p"8"rul e2te pln pe 6umt"te3 conduce l" percep$
complet d0erte/ 0ec"re po#$on5ndu:2e 0"$ de e" dup proprul lu 22tem de %"lor9 de
eBemplu/ e%"lu"re" d2tnc$e 4ntre 1cl"2" de m6loc3 . 1cl"2" muncto"re3 :" perm2 lu
Pll"m ,enton 2 d2tr-ue cu mult 2ucce2 4nciclopedia 5ritannica 4n ?UA . J"pon".
(>
;, 0novaia bazat pe cuno)tine noi d0er de celel"lte no%"$ prn tmpul nece2"r
de#%oltr/ r"t" e.ecurlor/ pre%#-lt"te" . pro%ocrle pe c"re le "duce "ntreprenorulu.
Ino%"$" c"re "re l" -"# cuno.tn$e no/ .tn$0ce . ne.tn$0ce/ "re ne%oe de un
tmp m" 4ndelun!"t pentru "plc"re9 cr#ele m"6ore dn econome 0"c 2 2e 2curte#e pero"d"
de "plc"re " une no de9 o c"r"cter2tc " "ce2tor no%"$ e2te 0"ptul c ele nu 2e -"#e"#
ncod"t pe un 2n!ur 0"ctor/ c pe con%er!en$" m" multor cuno.tn$e/ nu to"te .tn$0ce 2"u
te8nolo!ce9 dn #ece p"tente/ ."pte 2"u opt "p"r$n de no%"$ -"#"te pe de !en"le . c"re/
pentru " 0 "plc"te cu 2ucce2 nece2t o munc sistematic/ pe p"rcur2ul m" multor "n de
#le9 "."d"r/ comp"nle tre-ue 2 4. or!"n#e#e "ct%t"te" de R&& con0orm "ce2tu
prncpu de cut"re 22tem"tc.
(4
4.B. @n0,(re( l( !dC(rd de <ono
*2te oportun 2 d2cutm de2pre procesul de nvare/ dec de2pre "cumul"re" de
cuno.tn$e/ com-n"re" . eBplo"t"re" lor "t5t l" n%el de nd%d c5t . l" n%el de or!"n#"$e.
)n c"#ul organizaiilor/ c" urm"re " unor proce2e de 4n%$"re 2tructur"te 4n
tmp/ comp"nle=n2ttu$le 4. 2t"-le2c o "numt po#$e 4n compet$" !lo-"l9 ele
cumule"# trept"t/ c" persoane 9uridice/ d%er2e mrc/ p"tente/ n%en$/ no%"$/ -"#e de
d"te/ -"#e de cuno.tn$e/ "lte componente ce $n de kno*8ho*. *%dent eBplo"t"re" 2"u
punere" 4n %"lo"re " "ce2tor cuno.tn$e 2e 0"ce num" prn ntermedul 2"l"r"$lor dntr:o
or!"n#"$e.
)n c"#ul indivizilor' "cumul"re" de cuno.tn$e . "-lt$ 2e 0"ce tot pe
p"rcur2ul "nlor/ 4n2 pe -"#" unor proce2e de 4n%$"re ce 2unt m" pu$n 4n$ele2e .=2"u
eBplct"te9 orce per2o"n 4n%"$ perm"nent pe -"#" " dou proce2e nterdependente7
: un proce2 de 4n%$"re instituional/ re2pect% prn p"rtcp"re" 4n
2tructur 0orm"l or!"n#"te pentru "ct%t$ de pred"re:4n%$"re9 cel m"
(>
Peter I. &ruc'er E 0nnovation and 4ntrepreneurship/ ;"rper T Ro+ Pu-l28er2/ Inc./ 1GHD9 tr"ducere 4n lm-"
rom5n 0novaia )i 2istemul 3ntreprenorial/ *d. *ncclopedc/ ,ucure.t
(4
Peter I. &ruc'er E 0nnovation and 4ntrepreneurship/ ;"rper T Ro+ Pu-l28er2/ Inc./ 1GHD9 tr"ducere 4n lm-"
rom5n 0novaia )i 2istemul 3ntreprenorial/ *d. *ncclopedc/ ,ucure.t
"de2e" "ce2t proce2 "coper un nter%"l de 1(:2C de "n/ 4n prm" p"rte "
%e$ per2o"ne7
: un proce2 de 4n%$"re informal prn po2t"#ele ndu2e de medul 2oc"l
"2upr" nd%dulu/ prn re2trc$le mpu2e de %"$" de # cu # "2upr"
per2o"ne9 "ce2t proce2 "re loc pe p"rcur2ul 4ntre! %e$ " per2o"ne7
Cu re0erre l" "ct%t$le de pred"re:4n%$"re/ 4n lter"tur" mond"l de m"n"!ement 2:
" mpu2 de0nt% "n"l2tul "merc"n *d+"rd de ,ono prn lucr"re" 2i1 hinking 6ats9 el "
de#%olt"t conceptul de !5ndre l"ter"l . o 2ere de te8nc de 2tmul"re" " cre"t%t$
2"l"r"$lor9 de ,ono " 2cr2 m" multe cr$ cu re0erre l" proce2ul de 4n%$"re " nd%dulu/
"ct%5nd 2mult"n 4n c"lt"te de con2ult"nt pentru corpor"$ precum I,L/ &u Pont/ ?8ell/
*rc22on/ LcQn2eK etc.
((
)n lucr"re" n%oc"t/ "utorul " propu2 pentru prm" d"t metod"
celor 1."2e plr3 E si1 hats prn c"re 2e "mpl0c enorm proce2ul de gndire n grup/
orce .edn$ de -r"n2tormn!/ pr"ctc orce pro-lem de 2olu$on"t prn 4n%$"re r"pd .
!5ndre cre"t%. )n e2en$/ orce ec8p de proect/ orce unt"te de no%"re " 0rme po"te
recur!e l" metod" lu de ,ono9 m" mult/ "plc"re" "ce2te metode po"te 0 utl#"t cu 2ucce2
4n .col . un%er2t$ pentru " 1con2tru3 proce2ul de !5ndre de tip selectiv sau pe problem
survenit " %torulu 2"l"r"t.
Con0orm cu de ,ono/ d0cult"te" m"6or 4n tmpul proce2ulu de !5ndre "l une
per2o"ne e2te d"t de confuzie9 no 4ncercm 2 10"cem mnt"l3 pre" multe lucrur 4n "cel".
((
*. &e ,ono E 2i1 thinking 6ats' Pen!un ,oo'2/ London/ 2CCC9 "utorul " 2cr2 D2 de cr$ de2pre !5ndre .
4n%$"re c" proce2e="-lt$ 2pec0c um"ne9 lucrrle 2"le 2unt tr"du2e 4n pe2te >M de lm-9 "utorul " de%ent un
nume de re0ern$ 4n 4ntre"!" lume.
> "n 2( "n
Perioada de nvare instituional
C "n MC "n
Perioada de nvare continu
tmp/ "2t0el c emo$le/ n0orm"$"/ lo!c"/ 2per"n$ele . cre"t%t"te" 2e 12upr"pun3 4n -un
m2ur "r e0cen$" proce2ulu de !5ndre %" 0 lmt"t9 4n e2en$/ de ,ono "r!umente"# c
e2te pre0er"-l a separa procesul general de gndire 4n ."2e pr$ d2tncte/ urm5nd "
drec$on" 0ec"re p"rte " m"tere cenu. 4n 0unc$e de n"tur" pro-leme "n"l#"te.
(D
A."d"r/
de ,ono "r!umente"# c m"ter" cenu.e 2"u creerul 2e compune dn )ase pri distincte/
0ec"re "%5nd "numte 0unc$/ 0nd o"recum 2pec"l#"te pentru un "numt tp de !5ndre .
4n%$"re9 "utorul propune ."2e culor d2tncte pentru cele ."2e hats "le creerulu um"n/
0ec"re 0nd mai eficient pentru un "nume tp de !5ndre . "cumul"re de cuno.tn$e/ dec de
2olu$on"re " unor pro-leme concrete9 !r"0c 2e pre#nt "ce"2t 1p"rt"6"re3 " creerulu 4n
0!ur" nr.
I!ur" nr.4.>. Cele si1 hats propu2e de *. &e ,ono
A."d"r/ con0orm cu de ,ono creerul um"n e2te o"recum specializat . orce proce2 de
!5ndre po"te 0 drec$on"t 4n mod del-er"t/ dup n"tur" pro-leme ce urme"# " 0
2olu$on"t/ "ce"2t drec$on"re " !5ndr %" e%t" con0u#" .=2"u 2upr"punere" 4n utl#"re"
celor D 1pr$3 "le creerulu conduc5nd l" eficien ma1im 4n proce2ul de 4n%$"re. Alt0el
2pu2/ n funcie de natura problemei P de soluionat / un numr de n 2"l"r"$ %or pute" utl#"
2ucce2% cele ."2e hats : dup un !r"0c / 4ntr:o ordne con%ent 4n pre"l"-l/ pe -"# de
(D
*. &e ,ono E 2i1 thinking 6ats' Pen!un ,oo'2/ London/ 2CCC
APlr%(D (l2
<gndire obiectiv' neutr'
bazat pe cifre' fapte etc,=
APlr%(D ro/%e
<gndire emoional' reflect
sentimente' suprare etc,=
APlr%(D *(l2en
<gndire pozitiv' optimist'
reflect sperana etc,=
APlr%(D 0erde
<gndire creativ )i generarea
de noi idei =
APlr%(D (l2('tr
<gndire sintetic' e1prim
controlul' mi1eaz utilizarea
celorlalte cinci hats etc,,=
APlr%(D ne(*r
<gndire prudent' preventiv'
identific partea slab a unei
idei=
"utod2cpln etc. E o-$n5ndu:2e un ma1imum de sinergie pe 0ec"re tp de !5ndre utl#"t9
!r"0c "ce2t lucru 2e po"te 2u!er" "2t0el7
(M
)n 2nte#/ 0ec"re dntre cele si1 hats m"!n"te de *du"rd de ,ono nclud "2pecte
precum7
(H
1Plr"3 "l- 2"u partea alb " ntelectulu nclude !5ndre" "n"ltc/
o-ect%/ neutr/ -"#"t pe c0re . 0"pte prec2e. Pentru " eBplo"t" "ce"2t component "
!5ndr/ 0"%or#5nd "2t0el unele componente "le proce2ulu de 4n%$"re/ e2te utl 2 ne
m"!nm rel"$" "%ut cu un computer/ 0"$ 4n 0"$9 "ce2t" prelucre"# do"r c0re . d"te/
"0.e"# 2m-olur/ 0!ur etc./ 4n2 el nu "duce 1contr""r!umente3/ nu 1contr"#ce3 opn"
no"2tr9 "ce"2t p"rte " !5ndr d2tn!e 4ntre 0"pte E pro-"-lt$/ 4ntre 0"pte:credn$e/ re$ne
n0orm"$le=d"tele une pro-leme "." cum 2unt ele eBpu2e.
(G
1Plr"3 ro.e 2"u partea ro)ie " ntelectulu nclude !5ndre"
emo$on"l ce der% dn 2entmente/ eBperen$/ "cumul"te 4n decur2ul tmpulu9 re#ult"tul
"ce2tu tp de !5ndre " 0orm" unor ntu$/ pre#um$ 2"u pre2upuner ce pot sau nu 2
core2pund cu re"lt"te". *Bprm"re" une 6udec$ de %"lo"re -"#"te pe red hat %" 0 de
0orm" 1cred c3 / 1e2te de pro!no#"t c3/ dec %" con$ne ne%t"-l o do# de ncerttudne/
de "2pecte non: r"$on"le "le !5ndr9 totu./ deo"rece der% dn eBperen$/ ntu$" po"te
conduce l" soluii de succes ma1imD pentru " o-$ne re#ult"te m"Bme e2te nece2"r c"
nd%dul 2:. eBercte necon2tr5n2 !5ndre" emot% . ntu$".
1Plr"3 ne"!r 2"u partea neagr " ntelectulu nclude pruden$"/
c"r"cterul pre%ent% "l !5ndr/ -"#" e%"lur crtce " unu 0"pt=de etc.Creerul une
per2o"ne/ 2pune de ,ono/ 4. 0orme"# treptat o 2ere de 1patterns de ".tept"re3
(M
*. de ,ono E 2i1 thinking 6ats' Pen!un ,oo'2/ London/ 2CCC/ p"!. 12:24
(H
*. de ,ono E 2i1 thinking 6ats' Pen!un ,oo'2/ London/ 2CCC
(G
*. de ,ono E 2i1 thinking 6ats' Pen!un ,oo'2/ London/ 2CCC/ p"!. >>:4D
?"l"r"tul 1 E 0olo2e.te green hat
?"l"r"tul 2 E 0olo2e.te green hat
?"l"r"tul > E 0olo2e.te green hat
?"l"r"tul n E 0olo2e.te green hat
2inergie ma1im pe o
problem de creativitate
2inergie ma1im pe o
problem de creativitate
re#ult
@0orme=modele "le re"lt$ 4ncon6urto"reA9 c5nd %enm 4n cont"ct cu un 0"pt ce nu
core2punde unu pattern 2e "cce2e"# tendn$" n"t% de 2upr"%e$ure " nd%dulu/ de " e%t"
un percol/ e2te p"rte" tr"d$on"l " !5ndr Occdent"le/ de " e%t" r2p" nutl . "2um"re"
de r2cur eBce2%e/ de " rem"rc" erorle 4n orce r"$on"ment 0orm"l/ de " 2e2#" orce
neconcord"n$ 4ntre o predc$e . eBperen$" dn trecut etc.
DC
A nu omte 4n2 c este cu mult
mai u)or s fii critic dect constructiv/ dec e2te ne%oe " 0olo2 cu pruden$ "r!umentul .
contr""r!umentul.
1Plr"3 !"l-en 2"u partea galben " ntelectulu nclude !5ndre"
po#t%/ concentr"t pe "%"nt"6e poten$"le . m" pu$n pe r2cur "2oc"te/ der% dn
optm2mul une per2o"ne/ 2per"n$" e 4n m" -ne etc. *Ber2"re" " "cee" ce de ,ono nume.te
yello* hat tre-ue 0cut cu pruden$ de ctre o per2o"n 4ntruc5t eB2t . nd%# optm.t
c %or c5.t!" l" lotere/ "ttudne ce 4n2e"mn un optm2m eB"!er"t ce tre-ue e%t"t9 "pelul
l" !5ndre" po#t% nu %" 0"ce "-2tr"c$e de r"$on"ment 2"u !5ndre" lo!c/ 2pecul"$le
po#t%e 2u- um-rel" yello* hat ec8%"le"# cu o con2truc$e r"$on"l de tp the best
scenario pentru " dent0c" d%er2e oportunt$/ dec p"rte" !"l-en " !5ndr rm5ne
t"n!ent l" green hat 4n2 nu 2e 2upr"pune cu !5ndre" cre"t%.
1Plr"3 %erde 2"u partea verde " !5ndr nclude !5ndre" cre"t%
ce !enere"# de no/ 4n%"$/ "2ocer no 4ntre "2pecte cuno2cute etc. )ncerc"re" de " eBer2"
voit "ce"2t p"rte " !5ndr de ctre un !rup de 2"l"r"$ " 0rme %" "%e" drept con2ecn$ c
: 4ntr:o pero"d d"t de tmp E 0ec"re %" 0"ce un e0ort 2 0e cre"t%/ 2 "duc ce%" nou l"
0"ptele de6" cuno2cute/ dec 0ec"re " p"rte l" o 4nt5lnre de tp brainstorming/ d"r 0olo2e.te
del-er"t num" !5ndre" cre"t%.
D1
Ace"2t p"rte " !5ndr opere"# cu 2c8m-"re" un!8ulu
de "n"l#/ cu no optc de "-ord"re/ cu 2olu$ neortodoBe/ cu pro%ocr "le medulu eBtern/
cu "2um"re" de r2cur etc./ e2te po2-l c" dup un e0ort de !5ndre cre"t% 4n !rup 2 nu
re#ulte de no pertnente/ 4n2 e2te e2en$"l 4n a ncerca !ener"re" de de no/ pe o pero"d
con%ent de tmp. &e ,ono propune conceptul de gndire lateral @lateral thinkingA c"
4nlocutor pentru 2nt"!m" de creativitate9 4n proce2ele de !5ndre l"ter"l 6udec"t"=e%"lu"re"
2t"-l 2e 4nlocue.te cu o 6udec"t=e%"lu"re dn"mc....
D2
)n 0ne/ " ."2e" 1p"rte3 " ntelectulu/ "nume 1plr"3 "l-"2tr @blue
hatA "re/ 2pune de ,ono/ rolul unu diri9or de orchestr 4n r"port cu celel"lte cnc hats' '
re2pect% "2!ur 1m"npul"re"3 celorl"lte componente "le !5ndr/ 2tructur"re" proce2ulu de
!5ndre9 eBer2"re" "ce2te pr$ " m"tere cenu. %" con0er decdentulu o "nume po#$e 4n
DC
*. de ,ono E 2i1 thinking 6ats' Pen!un ,oo'2/ London/ 2CCC/ p"!. (>:M1
D1
Conceptul de brainstorming e2te eBplct"t 4n C"ptolul CON?TRUCIA UN*I *C;IP* &*
LANAG*L*NT9 2e2#m 4n2 o po2-l coneBune 4ntre metod" lu de ,ono . 2e2unle de brainstorming,
D2
*. &e ,ono E &ateral hinking for +anagement/ Pen!un ,oo'2/ london/ 2CCC
m"n"!ementul 0rme/ 4n proce2ele de dec#e=control.
D>
Alt0el 2pu2/ rolul "ce2te blue hat e2te/
4n e2en$/ de " proect" soft*are:ul nece2"r pentru !5ndre"=4n%$"re" de ctre decdent cu
pr%re l" c8e2tune" p"rtcul"r/ re2pect% pro-lem" ce tre-ue 2olu$on"t de m"n"!er .
ec8p" 2". ?ntetc/ ne putem m"!n" rolul propu2 de ctre *. de ,ono pentru blue hat/ prn
"n"lo!e cu rolul unu dr6or de orc8e2tr/ 4n urmto"re" 0orm !r"0c7
A."d"r/ 4ndeo2e- C*O . "l$ repre#ent"n$ dn top m"n"!ement trebuie 2 recur! l"
eBer2"re" %ot " blue hat/ de. e%dent c "ce2t "tr-ut rm5ne l" l"ttudne" tuturor
2"l"r"$lor.
)n -un m2ur "prop"t de concep$" lu &ruc'er cu pr%re l" inovaia tehnic )i
social / %om re!2 l" *. de ,ono opn" c dele no nu 2e re#um l" domenul te8nc9 "lt0el
2pu2/ no%"$" po"te 0 "2oc"t cu orce domenu "l !5ndr9 cre"t%t"te" . !ener"re" de no
de pot 0 "mpl0c"te prn eBer2"re" gndirii laterale de ctre 2"l"r"$ une or!"n#"$.
D4
U#u"l/ orce per2o"n 4n%"$ . "cumule"# cuno.tn$e/ prn cont"ct cu medul 2oc"l . 0orm"
n2ttu$on"l " 4n%$r/ re2pect% )coala' cu d0ertele e trepte9 pe p"rcur2ul "nlor 0ec"re
D>
*. de ,ono E 2i1 thinking 6ats' Pen!un ,oo'2/ London/ 2CCC
D4
*. &e ,ono E &ateral hinking , 3 e1tbook of !reativity' Pen!un ,oo'2/ London/ 2CCC
blue at
blue at
!ite at
!ite at
red at
red at
blac" at
blac" at
#ello! at
#ello! at
blue at
blue at
Procese de
management
nd%d 4. 2tructure"# proprul mod de " !5nd . 4n%$"9 proce2ele de !5ndre . 4n%$"re
rm5n non: 2ep"r"te . 2e poten$e"# recproc/ 2e 2u2$n recproc.
L" -"#" proce2ulu de !5ndre=4n%$"re/ 2pun p28olo!/ 2e "0l proce2ul de nvare
vertical sau logicD prn ntermedul 4n%$r lo!ce cuno.tn$ele 2e 2tructure"# 4n cern$e
2u- 0orm" unor 10orme 2"u tp"re3 @patternsA9 mnte" %" oper" "po cu n0orm"$le "cumul"te
4ntr:o m"ner 2pec0c/ lo!c" . 6udec"t" 2top5nd proce2ele nutle9 4n e2en$/ mnte"
opere"# cu tpur de p"ttern:ur . rel"$ 2"u 12tr#3 4ntre "ce2te modele "cumul"te
@patternsA.
&e ,ono propune conceptul de 4n%$"re=!5ndre l"ter"l c" un proce2 d2tnct de
4n%$"re" 2trct lo!c9 pentru " 2tmul" cre"t%t"te"/ 2pune el/ demer2urle non:lo!ce pot 0
"ccept"te c" 0nd utle.
D(
&rept conclu#e l" cele "rt"te p5n "cum %om 2u-ln" coneBune" pro0und 4ntre
proce2ele de 4n%$"re perm"nent de ctre 0ec"re 2"l"r"t "l comp"ne . cel de organizaie
care nva/ 4n 2en2ul c pe m2ur ce cre.te c"l0c"re" 2"l"r"$lor 2e "mpl0c trept"t .
1cuno".tere"3 "cumul"t de ctre n2ttu$e9 2u- r"port n2ttu$on"l/ cuno.tn$ele 2e
2tructure"# 4n -r"ndur/ no%"$/ modele de "0"cer etc.. )n 0!ur" ce urme"# 2ntet#m
"portul cuno.tn$elor n2ttu$on"le de tpul n%oc"t l" cre.tere" %"lor de p"$ " une
comp"n 4ncep5nd cu "n HC . p5n 4n pre#ent.
I!ur" nr.4.>. N"lo"re" cont"-l %er2u2 "ct%ele nt"n!-le "le une comp"n
?ur2"7 Ad"pt"t dup J. L. Ire2tone/ L. P. Lc*lroK E :ey 0ssue in the Ne* :no*ledge +anagement /
,utter+ort8:;enem"nn/ ?UA/ 2CC>/ p"!. 2MD
D(
*. &e ,ono E &ateral hinking , 3 e1tbook of !reativity' Pen!un ,oo'2/ London/ 2CCC
1E)F 1EBF 1EF )FFF
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