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More and more present in the contemporary world, the restructuring of state agencies has been adopted in Brazil since 1995 as a part of a set of actions summarized in the so-called Plano Diretor de Reforma do Estado (State Reform Plan). An important challenge for reaching the goals of such a plan was the proposal to replace the prototype of the ‘bureaucratic administrator’ — inefficient, uncompromised and unconsiderate of the user — for that of the ‘new manager’ — enterprising, creative and mindful of the client. This article problemizes such a proposal and, secondarily, shows how complex any change can be in the way the so-called ‘bureaucratic administrators’ act, sincetheir actions reflect everyday practices which were developed within a socialhistorical process, comprising, among others, the cultural dimension — the inherent Brazilian culture features that influence the actions of those same actors inside public organizations. Such problemizing is illustrated with a research carried out in a set of state government organizations, the results of which reveal inappropriate managerial conduct profiles both for the socalled ‘bureaucratic administrator’ and for the ‘new manager’.
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