Mudanças nas lógicas institucionais e sua legitimação: o caso do mercado bancário brasileiro

Abstract

Technology has been bringing many changes to all sectors, and it is no different in the banking sector. Through the lens of Institutional Theory, a deeper analysis of the entire organizational field is possible, allowing one to understand the performance of each actor in this field, as well as foreseeing the changes that are to come. This work has examined the last 40 years of the Brazilian banking market, identifying and characterizing the logics of this field. The two main national newspapers in circulation were consulted, as well as the greatest website in the financial area. It was also searched, on databases, studies on banking communication. And, to tie the data triangulation, interviews with managers and executives of traditional and digital financial institutions were carried out. With this database, the institutional logics that rule the organizational field, as well as its main actors, were identified and tracked down. Moreover, it was revealed the changes happening in this field, allowing this work to offer practical and effective contributions for both traditional and digital institutions, which allows the management strategy to be anticipated by seeking an alignment to the logics. By anticipating movements, this research highlights that companies will be able to maintain their legitimacy with their public and follow the evolution of the organizational field.