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Most organization and management theories are based on implicit images or metaphors. The aim of this work was to identify the presence of images on a sample of 61 Brazilian companies located 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 using fuzzy data mining techniques. The results shown 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

organizational images; soft clustering; data mining