Financial Management
December 08, 2023
Purpose-driven management in cooperative financial institutions
Edson Mangefesti Franco; Samira Furtado de Queiroz
This research presents a study on purpose-driven management in cooperative financial institutions, aiming to improve the sales process and achieve goals. Two surveys were conducted in credit cooperatives of the same cooperative system of different sizes, located in Nova Petrópolis (RS) and Lavras (MG). The results obtained provided insights to understand what motivates sales teams to achieve their goals and to discover the challenges and opportunities associated with purpose-driven management in sales.
The research sought to analyze the importance and effectiveness of purpose in companies as a driver of greater profitability, as well as the possible benefits of this management model for the organizations that adopt it. Humanized companies, which adhere to new positive approaches and prioritize the well-being of employees, customers, investors, partners, communities, and societies, gain recognition and appreciation from their “stakeholders”, contributing to a better world through their business practices[1].
Most companies do not understand what truly motivates their employees. Many organizations continue to rely on short-term incentive practices, such as cash for performance, despite evidence that such methods can be counterproductive[2]. Motivation, which is intrinsically linked to purpose, is identified as the main stimulus for employees and is essential to ensure individual satisfaction and creativity in their business or operational projects[2]. Therefore, it is fundamental to understand that true motivation lies in the connection with a greater purpose, the pursuit of learning, autonomy, and the positive impact that work can have on the world[2]. Since fair compensation and benefits are necessary to sustain life, balancing these elements with management that promotes a meaningful purpose is crucial[2].
Table 1. Economic-financial data
| Data | Cooperative A | Cooperative B |
| Large scale | Small scale | |
| Years of existence | 118 | 33 |
| Number of partners | 188.232 | 4.762 |
| Number of agencies | 46 | 3 |
| Share capital | BRL 216,661,000.00 | BRL 4,842,000.00 |
| Net worth | BRL 542,928,000.00 | BRL 10,212,000.00 |
| Total deposits | BRL 3,362,226,000.00 | BRL 54,852,000.00 |
| Credit operations | BRL 3,094,743,687.14 | BRL 53,203,000.00 |
| Result (leftovers) | BRL 87,397,368.00 | BRL 1,333,000.00 |
| Total assets | BRL 4.457.649.000,00 | BRL 80,685,000.00 |

References
[1] Mackey J.; Sisodia, R. Capitalismo Consciente: como libertar o espírito heroico dos negócios. Rio de Janeiro (RJ): Editora Alta Books. 2018.
[2] Pink D.H. Motivação 3.0. Rio de Janeiro (RJ): Editora Sextante. 2019.
[3] Scott K. Empatia Assertiva: como ser um líder incisivo sem perder a humildade. Rio de Janeiro (RJ): Editora Alta Books. 2019.
[4] Sisodia R.; Wolfe D.B; Sheth J. Empresas Humanizadas: Pessoas, Propósito, Performance. Rio de Janeiro (RJ): Editora Alta Books. 2019.
[5] Souza J.B.L.; Meinen E. Cooperativas de crédito: Gestão eficaz, conceitos e práticas para uma administração de sucesso. Brasília (DF): Editora Confebras. 2010.
[6] Banco Central do Brasil (BACEN). 2020. Panorama do Sistema Nacional de Crédito Cooperativo. Disponível em: https://www.bcb.gov.br/estabilidadefinanceira/coopcredpanorama. Acesso em: 02 out. 2022.
[7] Covey S.M.R; Merril R.R. A Velocidade da Confiança: o elemento que faz toda diferença. Rio de Janeiro (RJ): Editora Alta Books. 2017.
[8] Magaldi S.; Neto J.S. Gestão do Amanhã: tudo o que você precisa saber sobre gestão, inovação e liderança para vencer a 4ª revolução industrial. São Paulo (SP): Editora Gente. 2018.
[9] Dweck C.S. Mindset: A nova psicologia do sucesso. São Paulo (SP): Editora Objetiva. 2017.
Como citar
Franco E. M.; Queiroz S. F. Gestão por propósito nas instituições financeiras cooperativas. Revista E&S. 2023; 4: e20230093.
Sobre os autores
Edson Mangefesti Franco, Diretor Executivo no Sicoob União Central, Praça Cel. Caetano Mascarenhas, 230 – Centro – CEP 35774-000 – Paraopeba/MG, Brasil.
Samira Furtado de Queiroz, Advisor Professor, Pecege – Rua Cezira Giovanoni Moretti, 580 – Santa Rosa – Postal Code 13414-157 – Piracicaba/SP, Brazil.