ESPINDOLA, Amanda Dourado; BINOTTO, Erlaine; SIQUEIRA, Elisabete Stradiotto    CASAROTTO, Eduardo Luis. Dream or pseudo flexibility in the organizational culture in direct sales systems. []. , 21, 3, pp.1568-1576. ISSN 1984-6657.  https://doi.org/10.5935/rpot/2021.3.20022.

Organizational culture contributes to the processes of building the identity of members with an organization. However, in a context of flexible working relationships, this dimension takes on different shapes. The present study aimed to identify the features of organizational culture and how the subjects in their perception of work translate these. It was exploratory and qualitative research, which gathered documents from the organization and interviews with ten beauty consultants. The categories of analysis were 1) profile, 2) corporate culture, 3) company policies and practices in relation to consultants, 4) relations between power and identity, and 5) adaptation, achievement, and recognition. The results show a strong identity of the workers with corporate culture. Issues such as freedom, flexible hours, extra income, product quality and cheaper consumption, as well as recognition. The materials analyzed express cultural traits that strengthen the agreement with the treatment, mainly with success stories and forms of material and symbolic recognition, with strong economic agreement of the company.

: subjectivity; recognition; identity.

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