Dr. Antonio Grandío Botella

Abstract of the Doctoral Thesis:

"Business, Market and Needs: a synthesis in social sciences."

Castellón, April, 1996.

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Thesis presented by Antonio Grandío Botella and directed by César Camisón Zornoza, Ph.D. Business Administration Department.

Within an interdisciplinary view and framed into what it could be named the "New Science Paradigm" (Mirror, Wholeness Science, etc.) started with Natural Sciences, is attempted to explain the Social Sciences evolution, specially applied to Business and Organization, from a humanist taxonomy of Human Needs.

Rationality, from a methodological view, is conceived as a dependent, endogenous or explained variable by the need, being this latter the independent, explaining or exogenous variable of the model. It is proposed that this Needs at an individual or social level have their correlation in the Organization Coordinating Mechanisms, as well as in the emphasis that, through time, one science or other has had in the business, administration and organization sciences. In this way a "Relations Continuum" in Social Sciences is presented describing the paradigm or the representation (image) evolution corresponding to each science as concerning the binomium business-market. This "stages" are, essentially: Juridical/Normative, Economical, Informational and Formational.

The Theory does not conceive human ego and colectivity (group, society or organization) as different, and excluding, levels of analysis. So, the ego is neither a "part" of the colectivity nor this latter is a sum of the individual egos. As an alternative, it is proposed a "continuum" called "Ego - Culture - Religion", inside of which all organizations, markets and individuals fluctuate.

The mechanism or articulation between the individual and the collective is described with the term "Tuning In" (Spanish: Sintonía) a closed concept to that of "resonance" in Physics. This is also the term that bases another two, dialectically linked, key concepts: "Identification" and "Transaction" which manifest themselves as "Organization" and "Market" respectively.

Finally, it is proposed a new Synthesis Science (Business Organization) which, in harmony with the "New Paradigm", synthesizes and transcends the traditional dicotomic view of the business (Economical vs. Social).

Antonio Grandío

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