La vague actuelle de construction de nouveaux musées tend vers une utilisation spectaculaire de l'architecture. À l'image du Guggenheim de Bilbao, le musée est devenu une œuvre en soi. En 1977, trente ans avant l'émergence de ce courant nommé « effet Bilbao », le Centre Georges Pompidou s'érigeait au cœur de Paris, suscitant une véritable commotion dans le monde des musées et de l'architecture, soulevant au passage les passions dans l'opinion publique. L'ampleur de la polémique est symptomatique de l'audace de la proposition architecturale. Force est de constater que l'architecture est porteuse de discours. Cela dit, les tentatives d'analyse de ce discours se concentrent généralement sur la valeur esthétique du message et restent dans la sphère affective. À l'aide de théories issues du champ des communications, le présent mémoire vise donc à proposer une méthode alternative de lecture du discours de l'architecture, par l'étude d'un cas particulier : celui du Centre Pompidou de Paris. Appuyée sur la conception de la rhétorique de Michel Meyer et Olivier Reboul, ainsi que sur la sémiotique de Jean-Marie Klinkenberg, l'analyse entend faire ressortir les différents arguments encodés dans l'architecture. À ces théories s'ajoute celle des relations transtextuelles, telle que définie par Gérard Genette, qui permet d'observer des rapports dynamiques entre le discours du Centre Pompidou et celui d'autres monuments. Ce mémoire aborde le discours de l'architecture du Centre à travers ses dimensions spatiales et temporelles. En se présentant sous un angle d'approche pragmatique, l'analyse établit des liens entre le contexte de l'élocution et le sens du discours de l'architecture afin de comprendre la dynamique discursive de telles constructions. Nous soutenons la thèse selon laquelle les méthodes d'analyse du discours conventionnel sont applicables à l'objet en trois dimensions. En ce qu'elles permettent de dépasser le discours affectif, elles offrent la possibilité d'une compréhension plus objective et explicite du message exprimé par l'architecture et de ses effets sur les observateurs. ______________________________________________________________________________ MOTS-CLÉS DE L’AUTEUR : architecture, rhétorique, sémiotique, transtextualité, musées, Centre Georges Pompidou, discours

Il s’agit d’étudier l’inscription en politique de l’ancien résistant et déporté Edmond Michelet (1899-1970) accédant à la carrière politique sous la Quatrième et la Cinquième République. Passant du gaullisme de guerre au gaullisme d’opposition puis au gaullisme politique dès le retour aux affaires de l’Etat du général de Gaulle en 1958, E. Michelet traduit son engagement en lien étroit avec la figure tutélaire du chef libérateur de la France. C’est donc en posant le degré de filiation, de pratiques et de mise en réseaux d’Edmond Michelet avec Charles de Gaulle, ses collaborateurs et ses détracteurs au sommet du pouvoir comme à la base de l’appareil militant, que se pose l’intérêt de notre étude. On insistera dans cette étude sur l’importance des trajectoires culturelles et idéologiques opérantes au sein des appareils politiques et dans l’environnement des gaullistes de De Gaulle à G. Pompidou. C’est l’occasion d’interroger enfin le style politique d’E.Michelet et le degré d’imprégnation des moments clés de son existence (les militances catholiques sociales de l’entre-deux-guerres ; la Résistance ; la déportation) adaptés à l’exercice original de ses activités politiques (militant et dirigeant de parti ; parlementaire ; membre de gouvernement, etc.). / It is a question of studying the registration in politics of the former Resistance fighter and the transported convict Edmond Michelet (1899-1970) reaching in the political career under the Fourth and the Fifth Republic. Passer-by of the war Gaullism in the Gaullism of opposition then the political Gaullism from the return to the affairs of the State of the general de Gaulle in 1958, Michelet translates its commitment in the service of the Gaullism into narrow link with the guardian face of the leader liberator of France. Thus while putting the degree of filiation, practices and putting in Edmond Michelet's networks with Charles de Gaulle, his associates and his detractors at the top of the power as on the basis of the militant device, arises the interest of our study. This study will emphasize the importance of operational trajectories within political apparatuses and in the Gaullist environment from De Gaulle to G. Pompidou. This is the opportunity to finally question the political style of E. Michelet and the degree of impregnation of the key moments of his life (the Catholic social militants of the inter-war period, the Resistance, the deportation) adapted to the exercise of his political activities (militant and party leader; member of government, etc.).

A dissertação apresenta um estudo de Beaubourg, Centre d\'art et culture Georges Pompidou (1977), último filme dirigido por Roberto Rossellini. A produção registra o início das atividades da instituição cultural parisiense cuja concepção arquitetônica e conceitual é abordada no primeiro capítulo. Desse contexto, o estudo avança para uma análise detalhada que identifica a variação dos registros adotados pelo filme diante dos espaços e situações apresentados no museu. A mobilidade do ponto de vista se sobressai como uma das características do filme, o que leva, nos próximos capítulos, ao estudo do movimento e da mobilidade de câmera no cinema rosselliniano. Atenção especial é concedida à Viagem à Itália (1954) no segundo capítulo e O Renascimento (1973), no capítulo final. Também são tratados alguns conceitos empregados pelo diretor, como \"microscópio\". No desenvolvimento, observamos como a mobilidade do plano abandona o contato direto com a realidade para se dirigir a um passado histórico reconstituído na artificialidade dos cenários e da encenação. O zoom emerge como recurso de mobilização da visão que explora a informação histórica para extrair dela a abstração do pensamento e da ideia. A conclusão retoma, em tom mais livre e interpretativo, a discussão de Beaubourg. / Beaubourg, Centre d\'art et culture Georges Pompidou (1977), the last film directed by Roberto Rossellini, is the main subject of this master thesis. In the first chapter, I discuss the architectural and institutional concept of the Pompidou Centre. From this context, the study advances towards a detailed analysis of the filmitself, considering whole range of different strategies employed during the filming. Camera mobility is one of its major characteristics, which leads, in the following chapters, to a broader understanding of movement and point of view in relation to filmic image. This discussion is subsidized by a detailed and somewhat auteurist study of two sequences from Journey to Italy (1954), in Chapter 2, and The Age of the Medici (1973) in the final chapter. I also describe some of the director´s unique concepts, such as the \"microscope\" and elaborate on the relations between historical representation and Rossellini\'s employment of zoom and tracking shots. Aiming to encounter the essential image, the director found means of approaching the abstractness of ideas. In the conclusion, an interpretative analysis of Beaubourg is resumed taking into account themes developed in previous chapters.

A dissertação apresenta um estudo de Beaubourg, Centre d\'art et culture Georges Pompidou (1977), último filme dirigido por Roberto Rossellini. A produção registra o início das atividades da instituição cultural parisiense cuja concepção arquitetônica e conceitual é abordada no primeiro capítulo. Desse contexto, o estudo avança para uma análise detalhada que identifica a variação dos registros adotados pelo filme diante dos espaços e situações apresentados no museu. A mobilidade do ponto de vista se sobressai como uma das características do filme, o que leva, nos próximos capítulos, ao estudo do movimento e da mobilidade de câmera no cinema rosselliniano. Atenção especial é concedida à Viagem à Itália (1954) no segundo capítulo e O Renascimento (1973), no capítulo final. Também são tratados alguns conceitos empregados pelo diretor, como \"microscópio\". No desenvolvimento, observamos como a mobilidade do plano abandona o contato direto com a realidade para se dirigir a um passado histórico reconstituído na artificialidade dos cenários e da encenação. O zoom emerge como recurso de mobilização da visão que explora a informação histórica para extrair dela a abstração do pensamento e da ideia. A conclusão retoma, em tom mais livre e interpretativo, a discussão de Beaubourg. / Beaubourg, Centre d\'art et culture Georges Pompidou (1977), the last film directed by Roberto Rossellini, is the main subject of this master thesis. In the first chapter, I discuss the architectural and institutional concept of the Pompidou Centre. From this context, the study advances towards a detailed analysis of the filmitself, considering whole range of different strategies employed during the filming. Camera mobility is one of its major characteristics, which leads, in the following chapters, to a broader understanding of movement and point of view in relation to filmic image. This discussion is subsidized by a detailed and somewhat auteurist study of two sequences from Journey to Italy (1954), in Chapter 2, and The Age of the Medici (1973) in the final chapter. I also describe some of the director´s unique concepts, such as the \"microscope\" and elaborate on the relations between historical representation and Rossellini\'s employment of zoom and tracking shots. Aiming to encounter the essential image, the director found means of approaching the abstractness of ideas. In the conclusion, an interpretative analysis of Beaubourg is resumed taking into account themes developed in previous chapters.

Cette recherche porte sur l’entourage institutionnel de Georges Pompidou, Premier ministre d’avril 1962 à juillet 1968, puis président de la République de juin 1969 à son décès le 2 avril 1974. Histoire politique de l’administration, elle étudie l’organisation, la structure, et le fonctionnement des deux institutions coutumières que sont le cabinet du Premier ministre et le Secrétariat général de la présidence de la République sous Georges Pompidou. Elle analyse les évolutions de ces organes sur le temps long et étudie les adaptations apportées par Georges Pompidou en terme de rupture et de continuité. Elle s’interroge notamment sur le poids des héritages gaulliens et sur le rôle de Georges Pompidou dans la stabilisation des institutions de la Ve République. Cette recherche retrace également l’histoire des hommes et des femmes qui ont travaillé à ses cabinets civils et militaires à Matignon puis au Secrétariat général de l’Élysée entre 1962 et 1974. À travers l’étude de leur formation, de leur profil, de leur carrière, elle précise les caractéristiques propres à cet entourage politique et enrichit les travaux sur le personnel politico-administratif au cours des années 1960-1970. Enfin, l’analyse des relations entre Georges Pompidou et son entourage, entre ses collaborateurs et d’autres entourages politiques, pose la délicate question de l’influence de conseillers du Premier ministre puis du chef de l’État sur lui-même, et sur le processus décisionnel. / This research is about the institutionnal entourage of Georges Pompidou during his mandates as a Primer Minister (April 1962-July 1968) and as a President of the French Republic (June 1969-April 2th 1974, when he prematurely died). It focuses on two institutions whose organisation, structure and internal functioning have been empirically shaped : the Prime Minister Cabinet and the Secretary-Generalship of the Presidency. It analyses their long-term evolution and the way Georges Pompidou modified them, from both points of view of rupture and continuity. It interrogates the impact of the gaullist legacy and Pompidou's personal influence regarding the global stabilisation of the Fifth Republic's institutions. This research also aims to depict the history of men and women that worked for Pompidou in its civilian and military cabinets, in Matignon and at the Elysee's Secretary-Generalship between 1962 and 1974. A thorough exploration of their professional background, their profile and career allows us to describe the specificities of this political entourage. Furthermore, it contributes to the understanding of the political and administrative high-level servants during the 1960's and the 1970's. Finally, by analysing the relations between Georges Pompidou and his staff, and between this staff and other political circles, we get onto the sensitive question of influence. This research then tries to assess the influence that the advisors may have exerted on their Prime Minister and President, and on the decision-making process.

Made available in DSpace on 2016-04-27T19:31:02Z (GMT). No. of bitstreams: 1 Francis Marcio Alves Manzoni.pdf: 4650612 bytes, checksum: d280605200508f5454820784cdcdaacd (MD5) Previous issue date: 2015-02-27 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / This thesis addresses some dimensions about the creation of the Sao Paulo Cultural Center, since it's idealization as the central library of the state capital, in the second half of the 1970, to a transformation of their original design to house a multidisciplinary cultural institution, opened in 1982 on land adjacent to the subway line, between Avenida 23 de Maio and Rua Vergueiro. Aims to highlight the importance of public spaces as places where culture converges part of relations between citizens and public administration, where they breed unrest within the city because of social inequality and cultural, color, gender and sexuality differences. In this work, the Cultural Center is considered in relation to the city that crosses and their influence on city life. This research sought to recognize the agents involved with the planning of the "new cultural institution", identifying their references and contributions, taking as its starting point the need to expand the Mário de Andrade Library, due to the overcrowding of books in his tower and insufficient space to meet readers and researchers at that institution. It was surveyed the socio-cultural landscape transformations of the city of Sao Paulo in the 1970s and 1980s, the emergence of demands of the population in relation to culture and leisure as well as the development of public policies for culture in this period. Focusing research on the concept of cultural center and its popularity since the late 1970s, this research seeks to contribute to reflection on the culture of public spaces as places of negotiation, of which participated managers related to municipal administration, artists, agencies culture and diverse publics, whose values, identities and interests influence the constitution and functioning of these institutions, much beyond the meanings of art-­‐ spectator / Esta tese aborda algumas dimensões do processo de criação do Centro Cultural São Paulo, desde a sua idealização como Biblioteca Central de São Paulo Vergueiro , na segunda metade dos anos 1970, até a sua transformação em Centro Cultural multidisciplinar, inaugurado em 1982. Tem por objetivo destacar a relevância dos espaços públicos de cultura na vida urbana, como lugares para onde converge parte das relações entre os cidadãos e a administração pública, onde se reproduzem as tensões vividas na cidade, em razão da desigualdade sócioeconômica, das diferenças culturais, de cor, gênero e sexualidade. Neste trabalho, o Centro Cultural é estudado em relação à cidade que o atravessa, ao mesmo tempo em que analisa a sua influência na vida da cidade. Foram analisados documentos produzidos pela administração municipal, como relatórios de planejamento da Biblioteca Central de São Paulo - Vergueiro e relatório de adaptação do edifício para seu funcionamento como Centro Cultural São Paulo; procuramos conhecer os agentes envolvidos no processo por meio de entrevistas de história oral e pesquisas em jornais e revistas que acompanharam de perto a construção e o funcionamento da instituição. Dentre os resultados, apresentamos um conjunto de referências e experiências de instituições culturais que fizeram parte da constituição do Centro Cultural São Paulo; estabelecemos relações entre as políticas culturais desenvolvidas na capital paulista e as transformações no perfil de sua população, entre 1975 e 1985, reconhecendo a emergência de demandas da população em relação à cultura e ao lazer; exploramos o significado e principais características vinculadas à ideia de Centro Cultural, ao mesmo tempo em que buscamos compreender o processo de criação do Centro Cultural São Paulo na administração dos prefeitos Olavo Setúbal (1975-1979) e Reynaldo de Barros (1979-1982), analisando as políticas culturais de seus respectivos secretários de cultura: Sábato Magaldi e Mário Chamie. Esta pesquisa procura contribuir para reflexão sobre os espaços públicos de cultura como lugares de negociação, dos quais participaram gestores ligados à administração municipal, artistas, órgãos de cultura e públicos diversos, cujos valores, identidades e interesses influenciam na constituição e no funcionamento dessas instituições, para além dos significados de arte espectador

Le musée contemporain ne se caractérise plus seulement comme un lieu voué à préservation, conservation et présentation des collections mais comme un lieu inscrit dans des réseaux, comme le montre l'étude de la politique de diffusion : celle-ci est l'objet de ma thèse en sciences de l'information et de la communication intitulée " La diffusion culturelle à l'échelle internationale : les enjeux de la politique du prêt des œuvres et des expositions du Mnam-Cci (Centre Georges Pompidou) pendant la période 2000-2007 ".Le Mnam-Cci est l'un des plus importants musées au monde grâce à sa collection d'art moderne et contemporain. Il offre non seulement des expositions temporaires mais aussi de nombreuses activités culturelles : cinémas, conférences, concerts, spectacles. Sa collection se compose de 60 000 œuvres, est empruntée auprès des musées du monde entier.Compte tenu de la richesse de la collection, la politique du prêt des œuvres est l'une des stratégies importantes du musée. Dans la perspective d'une étude muséologique, l'analyse de la politique du prêt des œuvres nous paraît des plus pertinentes.La première partie de la thèse met en évidence les mécanismes de la circulation des œuvres et celles des expositions dans un contexte des territoires à l'échelle internationale. La deuxième partie de la thèse décirt la circulation des biens culturels à l'heure de la mondialisation. La dernière partie de la thèse montre le développement de la stratégie communicationnelle à l'échelle internationale à travers la politique de diffusion.C'est ainsi que ce travail montre la diffusion culturelle à l'échelle internationale par l'intermédiaire de la politique du prêt des œuvres et des expositions du Mnam-Cci.

Projeté pour des musées nationaux et municipaux d’art moderne à l’occasion de l’exposition universelle de 1937, le Palais de Tokyo à Paris est aujourd’hui un centre d’art contemporain international, connu aussi en lien à l’esthétique relationnelle proposée par son cofondateur (avec Jérôme Sans) Nicolas Bourriaud. Une étude de sa genèse jusqu'au site contemporain manquait jusqu’alors. En se fondant sur des expositions centrales et des vastes matériaux d’archives de la politique et administration des Beaux-Arts, cette étude traite dans un premier temps des pensées et institutions l’occupant dès sa conception : MNAM (1937-1977), conception du Centre Pom-pidou, Musée d’Art et d’Essai (1977-1986), Institut des Hautes Études en Arts Plastiques (IHE-AP, 1988-1990) préfiguration d’Orsay, Maison de la Photographie (1984-1993), projet du Palais des Images/Palais du Cinéma (1984-1998, avec Cinémathèque, FÉMIS, BIFI), puis Site de créa-tion contemporaine (2002-). Dans un deuxième temps nous présentons son rôle en tant que mo-nument de la pensée du rôle de l’art dans la société: Dès sa genèse dans le contexte d’un échan-ge international sur les musées modernes des années trente, jusqu’au débats contemporains d’une esthétique politique, notamment de l’art relationnel, du discours de l’art participatif, du « New Institutionalism » et l’esthétique philosophique. L'étude se propose aussi d'apporter une compréhension générale de la genèse de l’esthétique relationnelle et ses critiques principales. Le Palais de Tokyo est conçu comme monument, espace d’une mémoire sociale de l’art selon Aby Warburg et un cadre théorique s’appuyant sur Walter Benjamin, qui informe de son rôle décisif dans le développement de critères formels de la théorie sociale de l’art au 20ème et 21ème siècle. / Projected for national and municipal museums of modern art on the occasion of the 1937 world fair, the Palais de Tokyo in Paris today is an international centre of contemporary art, known, too, by virtue of relational aesthetics brought forward by its co-founder (with Jérôme Sans) Nicolas Bourriaud. A monographic study of its genesis up to the contemporary site was yet mis-sing. This study examines the thought and projects that occupied it, based on central exhibitions and vast materials from the archives of cultural politics and arts administration: National Muse-um of Modern Art (1937-1977), the conception of the Centre Pompidou, Musée d’Art et d’Essai (1977-1986), Institut des Hautes Études en Arts Plastiques (IHEAP, 1988-1990), préfiguration d’Orsay, Maison de la Photographie (1984-1993), a project for Palais des Images/Palais du Ci-néma (1984-1998, with Cinémathèque, FÉMIS, BIFI), Site de création contemporaine (2002-). The study also focuses on its role as monument of the thinking of art’s function in society, from the context of an international exchange on modern museums in the thirties, up to contemporary debates of political aesthetics, particularly of relational art, the discourse of participatory art, ‘New Institutionalism’ and philosophical aesthetics. The study also provides a global view on the genesis of relational aesthetics and its principal critiques. Thus, the Palais de Tokyo is consi-dered as monument, a space of social memory of art following Aby Warburg and a theoretical frame based on Walter Benjamin, informing on its crucial role in the development of formal criteria of theories of art’s social role in the 20th and 21st centuries.

Le musée contemporain ne se caractérise plus seulement comme un lieu voué à préservation, conservation et présentation des collections mais comme un lieu inscrit dans des réseaux, comme le montre l’étude de la politique de diffusion : celle-ci est l’objet de ma thèse en sciences de l’information et de la communication intitulée « La diffusion culturelle à l’échelle internationale : les enjeux de la politique du prêt des œuvres et des expositions du Mnam-Cci (Centre Georges Pompidou) pendant la période 2000-2007 ».Le Mnam-Cci est l’un des plus importants musées au monde grâce à sa collection d’art moderne et contemporain. Il offre non seulement des expositions temporaires mais aussi de nombreuses activités culturelles : cinémas, conférences, concerts, spectacles. Sa collection se compose de 60 000 œuvres, est empruntée auprès des musées du monde entier.Compte tenu de la richesse de la collection, la politique du prêt des œuvres est l’une des stratégies importantes du musée. Dans la perspective d’une étude muséologique, l’analyse de la politique du prêt des œuvres nous paraît des plus pertinentes.La première partie de la thèse met en évidence les mécanismes de la circulation des œuvres et celles des expositions dans un contexte des territoires à l’échelle internationale. La deuxième partie de la thèse décirt la circulation des biens culturels à l’heure de la mondialisation. La dernière partie de la thèse montre le développement de la stratégie communicationnelle à l’échelle internationale à travers la politique de diffusion.C’est ainsi que ce travail montre la diffusion culturelle à l’échelle internationale par l’intermédiaire de la politique du prêt des œuvres et des expositions du Mnam-Cci. / A contemporary museum isn’t any longer a place that is only dedicated to collecting, preserving, and presenting the collections, but a place which is integrated into a network, as the studies of strategies of diffusion are showing. This is the subject of my thesis worked in the field of communication and information science with the title: “International diffusion of culture: the lending strategies of works of art and exhibitions at the National Museum of Modern Art (Georges Pompidou Center) during 2000 and 2007”.The National Museum of Modern Art (Pompidou Center) is one of the most important museums of the world thanks to its modern and contemporary collections. The Pompidou Center does not only present temporary exhibitions, but also a range of other cultural activities: cinema shows, concerts, conferences and spectacles. Its collection comprises 60, 000 pieces of works of art which are borrowed by museums all over the world.Taking its rich collection into consideration, the lending strategies of works of art are one of the important drivers of the museum. The analysis of these lending strategies is crucial from a museology standpoint.The first part of the thesis deals with the circulation mechanism of works of art and the exhibitions in the context of international territories. The second chapter of the thesis looks at the circulation of cultural goods in the context of globalization. The last part of the thesis deals with the development of international communication strategies via the strategy of diffusion.That is how this work shows an international diffusion of culture via the lending strategies of works of art and exhibitions at the National Museum of Modern Art (Pompidou Center).

Submitted by Lea Larsen Volay (larsenvolay@gmail.com) on 2014-01-06T13:16:46Z No. of bitstreams: 1 Thesis_MPGI_Lea Larsen Volay_pdf.pdf: 47135669 bytes, checksum: c1d884a10cdfa74721eb5a450ff02250 (MD5) / Approved for entry into archive by Luana Rodrigues (luana.rodrigues@fgv.br) on 2014-01-06T14:22:27Z (GMT) No. of bitstreams: 1 Thesis_MPGI_Lea Larsen Volay_pdf.pdf: 47135669 bytes, checksum: c1d884a10cdfa74721eb5a450ff02250 (MD5) / Made available in DSpace on 2014-01-06T15:05:25Z (GMT). No. of bitstreams: 1 Thesis_MPGI_Lea Larsen Volay_pdf.pdf: 47135669 bytes, checksum: c1d884a10cdfa74721eb5a450ff02250 (MD5) Previous issue date: 2013-12-05 / The present research was conducted in the form of a multiple-case study of the two cultural institutions in the French and the Brazilian contexts. The Pompidou Center is a State-funded presidential museum project, with the mission to make modern art in all its expressions accessible to the wider public. The Sesc Pompeia is a multidisciplinary center for culture and sports financed by tax-money and managed by the Commerce Federation. The Sesc Pompeia is dedicated to the provision of informal education through the cultivation of the mind and the body. The study examines whether resource- and power-dependence theories can be used to conceptualize the relationship that the Pompidou Center & the Sesc Pompeia have with their financial stakeholders. More specifically it will be discussed to what extent the degree of power-dependence in the relationship influences the management strategy of the institution. The objective is to answer the question: what strategies do the institutions adopt to reduce their power-dependence on their main financial stakeholders? Finally some practical management implications will be drawn from the parallel between the strategies of the two institutions. / A presente pesquisa foi conduzida na forma de um estudo de caso de duas instituições culturais no contexto francês e brasileiro. O Centro Pompidou é um projeto presidencial de museu financiado pelo Estado, com a missão de tornar a arte moderna em todas as suas expressões acessíveis ao público em geral. O Sesc Pompeia é um centro multidisciplinar de cultura e esporte - financiado pelo dinheiro dos impostos e administrado pela Federação do Comércio. O Sesc Pompéia é dedicado à oferta de educação informal através do cultivo da mente e do corpo. O estudo examina se as teorias de dependência de recursos e de poder podem ser utilizadas para conceituar a relação que o Centro Pompidou e do Sesc Pompéia tem com seus stakeholders financeiros. Mais especificamente, será discutido em que medida o grau de dependência influencia a estratégia de gestão das instituições. O objetivo é de responder a pergunta seguinte: quais são as estratégias que as instituições adotam para reduzir sua dependência com relação a seus principais stakeholders financeiros? Finalmente algumas implicações práticas de gestão serão elaboradas a partir do paralelo entre as estratégias das duas instituições.