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Intimacy at work: Playback theatre and corporate cultural change in Mercedes Benz, Brazil

Dennis, Rea 2010, Intimacy at work: Playback theatre and corporate cultural change in Mercedes Benz, Brazil, Journal of organisational transformation and social change, vol. 7, no. 3, pp. 301-319.

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Title Intimacy at work: Playback theatre and corporate cultural change in Mercedes Benz, Brazil
Author(s) Dennis, ReaORCID iD for Dennis, Rea orcid.org/0000-0002-6214-3504
Journal name Journal of organisational transformation and social change
Volume number 7
Issue number 3
Start page 301
End page 319
Total pages 19
Publisher Maney Publishing
Place of publication London, England
Publication date 2010
ISSN 1477-9633
2040-056X
Keyword(s) playback theatre;
cultural development
personal story
social change
people-centred change
Summary On the back of a faltering economic year in 2007 and a major merger of motor car and truck dealerships, international motor car giant Mercedes Benz adopted a radical approach to re-aligning the company vision for their Brazilian business. Adopting a people-centred approach to change, they integrated participatory theatre and personal stories into a nationwide cultural development programme producing twelve performances in twelve cities. The central content of the performances came from employees who told personal stories that were then performed onstage. Each event acted as a unique expression of workplace values that would be led by employee attitudes and behaviour. Through the dialogic process, the company established a new code of conduct for customer care for the next phase of company activity. This article critiques various aspects of the programme and considers the value and limitations in the person-centred approach facilitated through theatre.
Language eng
Field of Research 190404 Drama, Theatre and Performance Studies
160805 Social Change
Socio Economic Objective 950105 The Performing Arts (incl. Theatre and Dance)
HERDC Research category C1.1 Refereed article in a scholarly journal
Copyright notice ©2010, Maney Publishing
Persistent URL http://hdl.handle.net/10536/DRO/DU:30065060

Document type: Journal Article
Collection: School of Communication and Creative Arts
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Created: Wed, 23 Jul 2014, 13:34:18 EST by Rea Dennis

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