Sociomaterialidade e Estratégia como Prática: A Estratégia Mercadológica de uma Organização Produtora de Cachaça Artesanal / Sociomateriality and Strategy as Practice: The Market Strategy of an Artesanal Cachaça Production Organization

Lília Paula Andrade, Valéria da Glória Pereira Brito, Mozar José de Brito, Caroline Mendonça Nogueira Paiva

Abstract


O objetivo deste trabalho foi compreender como os aspectos sociomateriais são revelados na estratégia de marketing de uma organização produtora de cachaça artesanal. A abordagem da estratégia como prática e da sociomaterialidade foram utilizadas. Um estudo de caso foi realizado em uma organização de produção de cachaça artesanal. Foram realizadas oito entrevistas com diferentes atores organizacionais, visitas constantes à organização, análise de documentos e análise de fotografias. Foram observadas as seguintes práticas sociomateriais: envasamento, rotulagem, registro da marca João Mendes, artesanato, expositores nas margens da rodovia, inovações em embalagens, uso de uniformes, associação de cachaça com consumo de outros materiais e alimentos e tecnologia. Todas essas práticas revelaram mais do que apenas um material acessório para o produto da cachaça, mas evidenciaram uma relação social dos atores organizacionais com o contexto local, o passado organizacional e a vida no campo.

 

Palavras Chave: Sociomaterialidade. Estratégia como Prática. Cachaça.

 

ABSTRACT

 

 The objective of this work was to understand how the sociomaterial aspects are revealed in the marketing strategy of an organization producing artisanal cachaça. The approach of strategy as practice and sociomateriality was used. A case study was carried out in an organization producing artisanal cachaça. There were eight interviews with different organizational actors, constant visits to the organization, analysis of documents and analysis of photographs. The following sociomaterial practices were observed: potting, labeling, registration of the João Mendes brand, craftsmanship, exhibitors at the edges of the highway, innovations in packaging, use of uniforms, association of cachaça with consumption of other materials and food and technology. All these practices revealed more than just an accessory material to the cachaça product, but they evidenced a social relation of the organizational actors with the local context, the organizational past and the life in the field.

 

Key words: Sociomateriality. Strategy as Practice. Cachaça.


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DOI: http://dx.doi.org/10.12819/2019.16.3.2

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