ORGANIZATIONAL CULTURE INFLUENCING THE BEHAVIOUR OF HUMAN CAPITAL IN THE UNIVERSITY LIBRARY

Abstract

Proposes to identify features of organisational culture present in the statements of the internal clients of the Division of Services for the User (DSU) in the Central Library (BC) of the Federal University of Paraíba (UFPB). The statements which form the basis of this study were obtained during the 1st Seminar on Marketing organised during the execution of the research project “Diagnosis for the application of techniques of marketing in the DSU of the Central Library of the UFPB”. During this event, the human capital of the DSU discussed aspects related to activities inherent to the Division. Organisational culture can be understood as a traditional and common form of thinking and working. It is shared in different degrees by its members and passed from one generation to another, and can be identified by resistance to change caused by values, beliefs, myths and taboos which are rooted in organisations. It is also revealed by patterns of behaviour or organisational styles assumed by individuals. In order to achieve the proposed objective, the statements were recorded and transcribed, thus facilitating the use of techniques of discourse analysis. It was found that the values and beliefs which constitute the organisational culture, condition and direct the behaviour of individuals and groups within the organisation. The analysis of the data obtained allowed us to conclude that the cultural features identified in the DSU of the Central Library of UFPB exert a direct influence on the behaviour of its human capital inducing an attitude of resistance to change.