Pop-management 15 anos depois: a incorporação do popmanagement no trabalho de executivos de grandes empresas

Abstract

The pop-management literature consists of books that are easy to read, in general, self- help help texts adapted to the corporate context and that succeed working as a manual to guide the way of proceeding in society. About 15 years ago, questions about the use of this type of literature and its consequences on the training process of executives as well as their work performance were intensified. In this research, our objective is to analyze how the executives of large Brazilian companies construct their arguments to justify the incorporation of elements of pop-management literature in their work. As methodological procedures, we use argumentative analysis. As results, through the elements used in the argumentative analysis, we highlight four lines of argument. They are: (1) Pop-management is an artifact supporting decision-making process ; (2) Pop-management provides practical guidance on how to achieve results; (3) Pop-management is a tool to disseminate knowledge; (4) Pop-management is a source for personal enhancement. In addition to these four lines of argument, the results point out that, while executives incorporate pop-management literature into their work and are inspired by the "gurus", respondents critique their content and effectiveness. In carrying out this research, we seek to contribute to an alternative view regarding the use of the pop-management literature, presenting to the future readers the vision and the interpretations of executives regarding the histories present in this literature, a suggestion expressed in the preoccupations of Wood Jr. and Paula (2001), about 15 years ago. Our findings provide clues about how executives incorporate the knowledge contained in the pop-management literature into the execution of their activities, as well as their implications, providing that, from this information, managers and executives can make decisions regarding the use of this literature in their job.