Sample Solution

In order to gather information and diagnose Natura’s organizational culture, I used five main sources. The first one was Natura’s website, used to assess the way it introduces itself to the public and the way it communicates with consumers. On the website it is also possible to look at the products they offer, the history of the brand, and the social and environmental causes they are involved with. In addition, I found it relevant to start researching there, because through it we can analyze Natura’s perspective on itself, which influences its organizational culture. The second source I based my research on was Natura’s Annual Report of 2017. In this document it is possible to analyze the brand positioning, as well as its mission and values. Moreover, the annual report provides information on the company management, staff training, strategies to reduce environmental impacts, and the most significant activities of the year within the company. After reviewing these sources, I interviewed Alessandra Liuchy, member of Natura’s human resources team. The interview was informal and took place through WhatsApp, where I sent her a series of questions and she answered me in voice message format. Among the questions, I asked what her impressions of the company were, what she thinks about working there, how the relationship between employees and their relationship with the managers is. In the questionnaire, I also included questions about the company’s values, how these are perceived in their day-to-day life, and the benefits of working there. However, after researching Natura’s organizational culture through internal sources, I decided to look at an external perspective on the subject as well. For that, I relied on an article published by Exame magazine in 2010. In this article, the British consultant Carolyn Taylor, author of the book Walking the Talk, discusses methods for developing a healthy business culture by mentioning Natura as an example. Lastly, to support the theoretical assumptions behind this study, I used Miller’s book, 2015, Organizational communication: Approaches and proc