Different theories of organization and management are based on implicit images or metaphors. Nevertheless, a quantitative approach is needed to minimize human subjectivity or bias on metaphors studies. Hence, this paper analyzed the presence of metaphors and clustered them using fuzzy data mining techniques in a sample of 61 Brazilian companies that operate in the state of Rio Grande do Sul. For this purpose the results of a questionnaire answered by 198 employees of companies in the sample were analyzed by R free software. The results show that it is difficult to find a clear image in most organizations. In most cases characteristics of different images or metaphors are observed, so soft computing techniques are particularly appropriate for this type of analysis. However, according to these results, it is noted that the most present image in the organizations studied is that of "organisms" and the least present image is that of a "political system" and of an "instrument of domination".
organizational images; soft clustering; data mining
