This case is Ricardo Semler, CEO of Brazil’s Semco SA, one of the world’s most respected master of organizational change. The case describes the internal turmoil Semco faces is passed on from father to son as a property, and the company reached the decline stage of its business cycle. The Brazilian economy is radically changing the background, providing a composite sense of environmental chaos, as the company develops a culture of paternalistic, command-line-oriented base manageme … Read more »

This case is Ricardo Semler, CEO of Brazil’s Semco SA, one of the world’s most respected master of organizational change. The case describes the internal turmoil Semco faces is passed on from father to son as a property, and the company reached the decline stage of its business cycle. The Brazilian economy is radically changing the background, providing a composite sense of environmental chaos, as the company develops a culture of paternalistic, command-oriented management to a very democratic, participative management structure.
This is a Thunderbird Case Study.
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from
Caren Siehl,
Delly Killian,
Francisco Perez
Source: Thunderbird School of Global Management
12 pages.
Publication Date: Jan 28, 1999. Prod #: TB0199-PDF-ENG
Ricardo Semler and Semco S.A. HBR case solution

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