Organizational images in Brazilian companies: detection and analysis with data mining/Imagenes organizacionales en empresas Brasilenas: deteccion y analisis con tecnicas de mineria de datos

The organizational images allow visualizing the business context in which organizations are embedded, and define behavioral models that respond to their organizational culture. This work begins with the approach of Morgan (1986) and uses 35 questions to identify metaphors in a sample of companies in the state of Rio Grande do Sul. Quantitative analysis was performed by data mining techniques. The techniques identified images that are present in the sample. Analyzes are importance for the management of culture and business behavior, due to the identification of images may achieve organizational objectives.