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Ricardo Semler and Semco S.A.
This case introduces Ricardo Semler, CEO of Brazil's Semco S.A., one of the world's most respected champions of organizational change. The case portrays the internal turmoil Semco faces as ownership is passed from father to son, and the company reaches the decline stage of its business cycle. The radically changing Brazilian economy serves as the backdrop and provides a compounded sense of environmental chaos as the company evolves from a culture based on paternalistic, command-oriented management to a highly democratic, participative management structure.