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GESTO DE PESSOAS

EM CONTEXTO
INTERNACIONAL
Pedro B. da Camara

Publicaes Dom Quixote


Edifcio Arcis
Rua Ivone Silva, n. 6 2.
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ISBN: 9789722042642
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1SFGDJP EP"VUPS .................................................................................................................

11

Parte I A globalizao dos mercados


1SFGDJP QFMP1SPGFTTPS$ISJT#SFXTUFS EP)FOMFZ.BOBHFNFOU$PMMFHF 3FJOP6OJEP ......

15

1. Conceito de globalizao ...............................................................................................



1.1.

"HMPCBMJ[BPBSDBJDB ..........................................................................................



1.2.

"QSJNFJSBWBHBEBHMPCBMJ[BPNPEFSOB ...........................................................



1.3.

"TFHVOEBWBHBEBHMPCBMJ[BPNPEFSOB ............................................................

18

1.4.

"UFSDFJSBWBHBEBHMPCBMJ[BPNPEFSOB .............................................................

18

1.5.

%FGJOJFTEFHMPCBMJ[BP ...................................................................................

19

1.6.

%FTMPDBMJ[BPEBQSPEVP .................................................................................

21

1.7.

*NQBDUFEBHMPCBMJ[BPOPTQBTFTFNFSHFOUFTFEFTFOWPMWJEPT ..........................

22

1.8.

6NBHMPCBMJ[BPDPNSFHSBT ..............................................................................

24

2. Impacte da globalizao no mundo dos negcios...........................................................



2.1.

"FYQBOTPBNFSJDBOBEPQTHVFSSBFBDSJBPEFHSBOEFTFTQBPTFDPONJDPT



2.2.

0BQBSFDJNFOUPEBTNPEFSOBTNVMUJOBDJPOBJT ....................................................

29

2.3.

0BVNFOUPFYQPOFODJBMEBDPODPSSODJB ............................................................



2.4.

"NPWJNFOUBPupmarket das empresas nos pases desenvolvidos ......................



2.5.

"SFFTUSVUVSBPEPUFDJEPFNQSFTBSJBModownsizingFSFFOHFOIBSJBEFQSPDFTTPT



2.5.1. "USBOTJPEFNPEFMPTPSHBOJ[BDJPOBJT ....................................................



2.6.

0TQSPDFTTPTEFGVTFTFBRVJTJFT '"
.........................................................



3. Os vectores de mudana nas organizaes ......................................................................



3.1.

"DPNQMFYJEBEFSFTVMUBOUFEBEJTQFSTPHFPHSGJDB ..............................................



3.2.

0QBSBEPYPEPVOJWFSTBMJTNPFQBSUJDVMBSJTNP....................................................

44

3.3.

0TQFSDVSTPTEFJOUFSOBDJPOBMJ[BP ....................................................................

45

3.4.

$BSBDUFSTUJDBTEBFNQSFTBNVMUJOBDJPOBM ............................................................



3.5.

"FNFSHODJBEBFNQSFTBUSBOTOBDJPOBM ..............................................................

48

3.6.

0NPEPEFGVODJPOBNFOUPFBGPSNBEFQFOTBNFOUPEBFNQSFTBUSBOTOBDJPOBM

50

4. Consequncias da globalizao na gesto de pessoas .....................................................

55

4.1.

.PEFMPTEFQSFFODIJNFOUPEFDBSHPTEJSJHFOUFTFNTVCTJEJSJBTFTUSBOHFJSBT ......

55

4.2.

"FYQBUSJBPEFRVBESPT ....................................................................................



4.3.

0QFSGJMEPFYQBUSJBEP .........................................................................................

59

4.4.

"JEFOUJGJDBPFEFTFOWPMWJNFOUPEFHFTUPSFTMPDBJT ...........................................

60

Parte II A internacionalizao das empresas


1SFGDJPQFMP%S$BSMPT$PTUB 7JDF1SFTJEFOUFEP#BODP&VSPQFVEF*OWFTUJNFOUPT

65

5. Principais causas de internacionalizao .........................................................................



5.1.

Born globalsBorn transnationals ........................................................................



5.2.

%JNFOTPFNBUVSJEBEFEPNFSDBEP ...................................................................



5.3.

&TUVEPEPNFSDBEPEFEFTUJOP ............................................................................



5.4.

"GJOJEBEFMJOHVTUJDBFDVMUVSBMFDPOIFDJNFOUPEPUFSSFOP .................................



5.5.

0QPSUVOJEBEF .....................................................................................................



5.6.

$PNQMFNFOUBSJEBEFEBPGFSUB OJDIPEFNFSDBEP
.............................................



6. Principais modalidades de internacionalizao ...............................................................



&TUSBUHJBTEFDPPQFSBP ....................................................................................



6.2.

&TUSBUHJBTEFDPNQFUJP ....................................................................................

81

6.3.

&TDPMIBEFNFSDBEPTEFEFTUJOPoGMBORVFBNFOUPversusBGSPOUBNFOUP ...............

82

6.1.

7. Os desafios da internacionalizao .................................................................................


7.1.



As diferenas culturais ........................................................................................

89

7.1.1. $VMUVSBOBDJPOBMFDVMUVSBPSHBOJ[BDJPOBM .................................................

89

7.1.2. "EJWFSTJEBEFDVMUVSBMDPNPGBDUPSDPOEJDJPOBOUFEBJOUFSOBDJPOBMJ[BP ....

91

7.1.3. "EBQUBPDVMUVSBMFJNQPSUODJBEPNFSDBEPBMWP...................................



7.1.4. "TEJGFSFOBTDVMUVSBJT TFHVOEP)PGTUFEF .................................................

94

7.1.5. O modelo de Trompenaars ....................................................................... 100


7.2.

A Gesto Intercultural ........................................................................................ 109


7.2.1. &NRVFDPOTJTUF ........................................................................................ 110
7.2.2. %JBHOTUJDPDVMUVSBMEPQBTEFBDPMIJNFOUP ............................................ 110
7.2.3. &TDPMIBEBNPEBMJEBEFEFFOUSBEB ............................................................ 
7.2.4. 0QPQPSVNUJQPEFFTUSVUVSBPSHBOJ[BDJPOBM ........................................ 114
7.2.5. 1SFQBSBPEPBSSBORVFEBPQFSBP ......................................................... 116
7.2.6. "DPNQBOIBNFOUPEBPQFSBPFHFTUPEFDPOGMJUPT................................. 

7.3.

A Diversidade na Empresa.................................................................................. 118


7.3.1. "EJWFSTJEBEFDPNPBNFBBPVPQPSUVOJEBEF ........................................... 119
7.3.2. 7BOUBHFOTEBEJWFSTJEBEF .......................................................................... 120
7.3.3. *NQFSJBMJTNPDVMUVSBM BDPNPEBPDVMUVSBM DPNQSPNJTTPDVMUVSBMF
121
TJOFSHJBDVMUVSBM.........................................................................................
7.3.4. "EWFOUPEBNVMUJDVMUVSBMJEBEF .................................................................. 

7.4.

A mobilizao do talento local ........................................................................... 


7.4.1. 1PMUJDBTEFMPDBMJ[BPEBHFTUP ............................................................... 124
7.4.2. *EFOUJGJDBPFSFDSVUBNFOUPEFHFTUPSFTMPDBJT ......................................... 128
7.4.3. 1BQFMEPTFYQBUSJBEPTOBJEFOUJGJDBPFEFTFOWPMWJNFOUPEFUBMFOUP ........ 

8. Modelos de gesto de subsidirias no estrangeiro .......................................................... 


8.1.

0NPEFMPNBUSJDJBM ............................................................................................. 

8.2.

0NPEFMPIFUFSSRVJDP ....................................................................................... 

8.3.

&RVJMCSJPEJONJDPFOUSFVOJWFSTBMJTNPFQBSUJDVMBSJTNP ................................... 

Parte III As melhores prticas na gesto de pessoas em contexto internacional


1SFGDJPEP1SPGFTTPS%PVUPS"MCJOP-PQFT EP*4$5& ....................................................... 145
9. Modalidades de colocao de quadros no estrangeiro .................................................... 149
9.1.

'JOBMJEBEFFEVSBPEBDPMPDBP ....................................................................... 149

9.2.

%FTMPDBPUFNQPSSJB ........................................................................................ 150

9.3.

%FTMPDBPQBSBEFTFOWPMWJNFOUPEFDPNQFUODJBT ............................................. 151

9.4.

&YQBUSJBPQBSBEFTFNQFOIPEFDBSHPTEFHFTUPPVDPNFMFWBEBUFDOJDJEBEFF
QBSBEFTFOWPMWJNFOUPEFDBSSFJSB......................................................................... 151

9.5.

&YQBUSJBPQBSBJOHSFTTPOVNBDBSSFJSBJOUFSOBDJPOBM ........................................ 152

9.6.

*NQBUSJBPEFHFTUPSFTMPDBJTFUSBOTGFSODJBTFOUSFTVCTJEJSJBT ......................... 

9.7.

/PWBTNPEBMJEBEFTEFUSBCBMIPOPFTUSBOHFJSP commuter assignments DPMPDBP


154
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..............................................................................

9.8.

1SFFODIJNFOUPEFDBSHPTFNSHPTTPDJBJTEBTVCTJEJSJB ................................... 156

10. A deslocao temporria ................................................................................................. 159


10.1. 'JOBMJEBEFTNBJTDPNVOTEFEFTMPDBP ............................................................... 159
11. A expatriao .................................................................................................................. 161
11.1. 0QSPDFTTPEFTFMFDPEPFYQBUSJBEP .................................................................. 
11.1.1. 3FDSVUBNFOUPJOUFSOP ............................................................................. 
11.1.2. 3FDSVUBNFOUPFYUFSOP ............................................................................. 164
11.1.3. 0QFSGJMEFDPNQFUODJBTFTQFDGJDBTEPFYQBUSJBEP ................................. 165
11.1.4. "WBMJBPEFDBOEJEBUPTFYQBUSJBP ..................................................... 169
11.1.5. &YBNFNEJDP ........................................................................................ 
11.1.6. "TFMFDPGJOBMEPFYQBUSJBEP ................................................................. 
11.1.7. A EFTJTUODJBEPDBOEJEBUPFYQBUSJBP ................................................ 
11.2. "QSFQBSBPEBFYQBUSJBP ................................................................................ 
11.2.1. 1SPHSBNBEFGPSNBPBOUFTEBFYQBUSJBP ............................................ 
11.2.2. $POUFEPTGPSNBUJWPT ............................................................................. 
11.3. 0DPOUSBUPEFFYQBUSJBP ................................................................................... 180
11.3.1. .PEBMJEBEFTDPOUSBUVBJT ......................................................................... 180
11.3.2. .FOFTPCSJHBUSJBTOPDPOUSBUP ........................................................... 181
11.3.3. $BSUBEFNJTTPEPFYQBUSJBEP ................................................................ 

11.4. %FUFSNJOBPEPQSB[PEFFYQBUSJBP ................................................................ 


11.4.1. 1FSPEPJEFBMEFFYQBUSJBP .................................................................... 184
11.4.2. 1SBWJTPEFOPSFOPWBP ..................................................................... 185
11.4.3. 3FHSFTTPQSFDPDFEPFYQBUSJBEPQPSJOBEBQUBPPVSB[FTEJTDJQMJOBSFT .... 185
11.4.4. %FTSFTQFJUPQFMPQSB[PEFFYQBUSJBPBDPSEBEP ...................................... 186
11.5. 3FHSBTQBSBBSFJOTFSPEPFYQBUSJBEPOPSFHSFTTPFNQSFTBNF ..................... 186
11.5.1. 'BTFTEPQSPDFTTPEFSFQBUSJBP ............................................................. 
11.5.2. 'BDUPSFTSFMFWBOUFTOBSFJOTFSPEPFYQBUSJBEP ....................................... 188
11.5.2.1. 'BDUPSFTMJHBEPTWJEBQSPGJTTJPOBM .......................................... 188
11.5.2.2. 'BDUPSFTTPDJBJT ........................................................................ 190
11.6. 0FRVJMCSJPEBWJEBQFTTPBMFQSPGJTTJPOBM .......................................................... 191
11.6.1. 1PUFODJBJTDBVTBTEFDPOGMJUPFOUSFBWJEBQFTTPBMFQSPGJTTJPOBM .............. 192
11.6.1.1. Os casais com dupla carreira ................................................... 192
11.6.1.2. "EFTMPDBPFFEVDBPEPTGJMIPT .......................................... 
11.6.1.3. "JOTFSPEPDOKVHFFGJMIPTOPQBTEFBDPMIJNFOUP ........... 194
11.6.2. 2VFTUFTBBOBMJTBSBOUFTEBFYQBUSJBP ................................................. 196
11.6.3. 2VFTUFTBBOBMJTBSEVSBOUFBFYQBUSJBP ............................................... 
11.6.4. 2VFTUFTBBOBMJTBSOBGBTFEFSFQBUSJBP ............................................... 198
11.6.5. "DPNQBOIBNFOUPEPSFQBUSJBEP ............................................................. 199
11.7. "HFTUPEBTSFDPNQFOTBT .................................................................................... 199
11.7.1. .PEBMJEBEFTEFHFTUPHMPCBMEBDPNQFOTBPEFFYQBUSJBEPT ................ 202
11.7.1.1.0NPEFMPEBGPMIBEFCBMBOP ................................................ 204
11.7.2. 0TBMSJPCBTF ......................................................................................... 205
11.7.2.1.-PDBMEFQBHBNFOUP ................................................................ 
11.7.3. $PNQMFNFOUPTBMBSJBMEFFYQBUSJBP ...................................................... 
11.7.4. 3FNVOFSBPWBSJWFMPVJODFOUJWPT........................................................ 212
11.7.5. %FUFSNJOBPEPEPNJDMJPGJTDBMEPFYQBUSJBEP ..................................... 212
11.7.6. #FOFGDJPTJOFSFOUFTDPOEJPEFFYQBUSJBEP ......................................... 
11.7.7. 0VUSPTCFOFGDJPTFTQFDGJDPT fringe benefits
.......................................... 214
11.7.8. %FTQFTBTQPOUVBJTSFMBUJWBTFYQBUSJBP ................................................ 215
11.7.9. %FUFSNJOBPEBFOUJEBEFQBHBEPSB ....................................................... 215
11.7.10. $FTTBPEFSFHBMJBT .............................................................................. 216
11.7.11. *OUFHSBPEPFYQBUSJBEPOPRVBESPMPDBMEFVNBTVCTJEJSJB ............... 216
11.8. "HFTUPEPEFTFNQFOIP ..................................................................................... 
11.8.1. "GJYBPEFPCKFDUJWPT............................................................................ 218
11.8.2. 0BDPNQBOIBNFOUPFfeedbackBPMPOHPEPBOP .................................... 221
11.8.3. "BWBMJBPEFEFTFNQFOIP..................................................................... 221

11.9. (FTUPEBGPSNBP ............................................................................................. 


11.9.1. 'PSNBPEVSBOUFPQFSPEPEFFYQBUSJBP............................................ 225
11.9.2. "DUVBMJ[BPSFMBUJWBNFOUFBDUJWJEBEFEBFNQSFTBNF......................... 226
11.9.3. 'PSNBTEFBWBMJBPEBSFMFWODJBFJNQBDUFEBGPSNBPQSPHSBNBEB ... 
11.10. "HFTUPEBDBSSFJSBEPFYQBUSJBEP ....................................................................... 228
11.10.1. *EFOUJGJDBPFEFTFOWPMWJNFOUPEFUBMFOUP ........................................... 229
11.10.2. 1MBOFBNFOUPEFDBSSFJSBEPFYQBUSJBEP ................................................. 
11.10.3. #PBTQSUJDBTOBHFTUPEBDBSSFJSBEFHFTUPSFTFYQBUSJBEPT .................... 
11.10.4. $POTFRVODJBTEBNHFTUPEFDBSSFJSBEFHFTUPSFTSFQBUSJBEPT ........... 
12. O insucesso na expatriao ............................................................................................. 
12.1. &NRVFDPOTJTUF .................................................................................................. 
12.2. Causas de insucesso ............................................................................................. 
12.3. .FMIPSFTQSUJDBTJOUFSOBDJPOBJTQBSBFWJUBSPJOTVDFTTP ...................................... 

Parte IV Perspectivas futuras


13. A funo recursos humanos internacional (RHI) ........................................................... 241
13.1. 1BQFMEBGVOPSFDVSTPTIVNBOPTJOUFSOBDJPOBM ................................................. 241
13.2. "GVOP3)*DPNPHVBSEJEPDEJHPEFDPOEVUBFQSJODQJPTUJDPTEB
NVMUJOBDJPOBM ...................................................................................................... 
13.3. 0QBQFMEBGVOP3)*OBHFTUPEFFYQBUSJBEPT ............................................... 245
13.4. &TUSVUVSBPJOUFSOBEBGVOP3)*QBSBBTTFHVSBSBHFTUPEFFYQBUSJBEPT ....... 246
14. A identificao e desenvolvimento de gestores globais ................................................... 249
14.1. 0QBQFMEPHFTUPSHMPCBM ..................................................................................... 249
14.2. 0TUSBPTEJTUJOUJWPTEPHFTUPSHMPCBM .................................................................. 251
14.3. "USBJS SFUFSFEFTFOWPMWFSHFTUPSFTHMPCBJT ........................................................... 
15. As carreiras internacionais .............................................................................................. 
15.1. &TQFDJGJDJEBEFEPSFHJNFEPTRVBESPTJOUFSOBDJPOBJT .......................................... 258
OEJDFEF'JHVSBT .................................................................................................................. 261
OEJDFEFRVBESPT ................................................................................................................. 

Prefcio do Autor

Segundo o que tem vindo a lume na imprensa escrita (e na falta de


dados ociais), h mais de 5 000 empresas portuguesas internacionalizadas, a operar geralmente em mais do que um mercado estrangeiro.
Julgo que, numa estimativa conservadora, haver para cima de
10 000 portugueses expatriados, ao servio dessas empresas, em todos os
continentes.
Como so preparados para a aventura de ir viver para outro pas,
muitas vezes cultural, tnica e religiosamente diferente do nosso?
Que condies remuneratrias, regalias, apoio vida familiar, viagens, etc. so ajustados, antes da partida?
Como so acompanhados no pas de acolhimento e como avaliado o
seu desempenho?
Que preparao existe e que preocupao posta no seu regresso e reintegrao na casa-me?
Estas so algumas das questes-chave a que este livro procura dar resposta e que a investigao existente mostra estarem pouco estudadas e
regulamentadas entre ns, sendo serem frequentemente decididas casusticamente, com muito voluntarismo, pouco planeamento e resultados que
cam aqum do desejado.
Num mundo globalizado como o nosso, no preciso sair fora das
fronteiras para ter que lidar com culturas diferentes e ter que gerir a
diversidade nas empresas.
De facto, com uma populao imigrante de cerca de 450 000 pessoas,
oriunda da Europa de Leste, de frica, do Brasil e da sia, temos necessariamente empresas que lidam com pessoas que tm referenciais culturais
e civilizacionais diferentes dos nossos.
Estaremos a faz-lo bem e a aproveitar o potencial que essa diversidade
nos traz?
11

Tudo indica que, infelizmente, a resposta negativa e que a diversidade geralmente vista como uma ameaa ou uma fonte de incompreenso e no como a real oportunidade que representa.
Tambm abordo, em detalhe, as diferenas culturais e a forma de as
gerir e as tornar num factor diferenciador e numa vantagem competitiva
das nossas empresas.
Tive o raro privilgio de estruturar a cadeira de Gesto Internacional
de Recursos Humanos do ISCTE e de a leccionar, entre 1998 e 2007.
Foram dez anos intensos de estudo e de pesquisa, enriquecidos com os
trabalhos de consultoria, nesta rea, realizados para muitos clientes, que
agora transponho para a presente obra.
Foi minha preocupao ter uma abordagem pragmtica, que permita
aos gestores que a lerem operacionalizar os conceitos expostos.
Deu-me prazer escrever este livro, que me parece vir preencher uma
importante lacuna no nosso panorama editorial de gesto.
Estou conante em que lhe seja til a si, Leitor, dando-lhe pistas para
gerir uma das questes que ganha, dia-a-dia, maior importncia na nossa
sociedade.
O Autor
Abril de 2008

12

Parte I

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Prefcio
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15

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16

1. Conceito de globalizao

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1.1. A globalizao arcaica


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1.2. A primeira vaga da globalizao moderna


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1.3. A segunda vaga da globalizao moderna


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1.4. A terceira vaga da globalizao moderna


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18

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1.5. Denies de globalizao


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19

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20

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1.6. Deslocalizao da produo


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21

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1.7. Impacte da globalizao nos pases emergentes


e desenvolvidos
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22

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Caso de estudo

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Condensado de )#3, Mar/Abril 2000, pp. 132 e segs.

/PIFYFNQMPNBJTGSJTBOUFRVFPEB$IJOB RVF OPTMUJNPT


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Call Centers



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1.8. Uma globalizao com regras


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24

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