Valeu o boi!: Sistema Agregado de Marketing do couro artesanal do cariri cearense
Ano de defesa: | 2019 |
---|---|
Autor(a) principal: | |
Orientador(a): | |
Banca de defesa: | |
Tipo de documento: | Dissertação |
Tipo de acesso: | Acesso aberto |
Idioma: | por |
Instituição de defesa: |
Universidade Federal da Paraíba
Brasil Administração Programa de Pós-Graduação em Administração UFPB |
Programa de Pós-Graduação: |
Não Informado pela instituição
|
Departamento: |
Não Informado pela instituição
|
País: |
Não Informado pela instituição
|
Palavras-chave em Português: | |
Link de acesso: | https://repositorio.ufpb.br/jspui/handle/123456789/16965 |
Resumo: | An aggregate marketing system is a set of organizations / actors that are organized in a complex way, in a series of inputs and outputs, around a particular consumption proposal. This research aimed to characterize the aggregate marketing system of leather artisanal in Cariri Cearense, in an integrated perspective between the suppliers, market regulators (governors) and costumers. In this sense, a case study was conducted, with the leather handmade SAM as a locus, carried out in three cities of the State of Ceará, Nova Olinda, Juazeiro do Norte and Fortaleza, where the groups analyzed were found in this dissertation. To understand the system, he made a systematic review of literature in which the configuration of the aggregate marketing system, its actors, the main authors of the topic, what arguments are used to conduct study of the type, nature and methods applied in these theory(ies) and underlying discussions are applied. Thus, categories of analysis were established and empirical research was carried out with the three primary actors - proponents, costumers and government - identified in the theory, with methodological procedures of qualitative approach, using the strategy of the case study to analyze the phenomena, making the use of semistructured interview observation and focal group, as collection procedures, taking into account the specificities of the groups of subjects and the need for data for the study. The results present the configuration of the aggregate marketing system of leather artisanal and its characteristics, pointing the group of suppliers as the most extensive because it involves a large number of agents involved in the production process. Five categories of structure, interaction, social norms, adaptability and sustainability are presented and discussed, based on the perception of the three groups of primary actors. The context of the artisanal marketing system of leather, the way in which this search remains sustainable, provoking the need for interventions among groups of actors, such as government for suppliers, in the market meeting the market and social demands are the main contributions of this study. |
id |
UFPB_d0068b88b3e12d3c3029d51fc623195a |
---|---|
oai_identifier_str |
oai:repositorio.ufpb.br:123456789/16965 |
network_acronym_str |
UFPB |
network_name_str |
Biblioteca Digital de Teses e Dissertações da UFPB |
repository_id_str |
|
spelling |
Valeu o boi!: Sistema Agregado de Marketing do couro artesanal do cariri cearenseSistema Agregado de MarketingCouroEspedito SeleiroAggregate Marketing SystemLeatherMarketing - Sistema AgregadoCouro artesanal – Cariri cearenseAssociação Espedito SeleiroCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOAn aggregate marketing system is a set of organizations / actors that are organized in a complex way, in a series of inputs and outputs, around a particular consumption proposal. This research aimed to characterize the aggregate marketing system of leather artisanal in Cariri Cearense, in an integrated perspective between the suppliers, market regulators (governors) and costumers. In this sense, a case study was conducted, with the leather handmade SAM as a locus, carried out in three cities of the State of Ceará, Nova Olinda, Juazeiro do Norte and Fortaleza, where the groups analyzed were found in this dissertation. To understand the system, he made a systematic review of literature in which the configuration of the aggregate marketing system, its actors, the main authors of the topic, what arguments are used to conduct study of the type, nature and methods applied in these theory(ies) and underlying discussions are applied. Thus, categories of analysis were established and empirical research was carried out with the three primary actors - proponents, costumers and government - identified in the theory, with methodological procedures of qualitative approach, using the strategy of the case study to analyze the phenomena, making the use of semistructured interview observation and focal group, as collection procedures, taking into account the specificities of the groups of subjects and the need for data for the study. The results present the configuration of the aggregate marketing system of leather artisanal and its characteristics, pointing the group of suppliers as the most extensive because it involves a large number of agents involved in the production process. Five categories of structure, interaction, social norms, adaptability and sustainability are presented and discussed, based on the perception of the three groups of primary actors. The context of the artisanal marketing system of leather, the way in which this search remains sustainable, provoking the need for interventions among groups of actors, such as government for suppliers, in the market meeting the market and social demands are the main contributions of this study.Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPESUm sistema agregado de marketing é um conjunto de organizações/atores que estão organizados(as) de forma complexa, em uma série de entradas e saídas, em volta de uma determinada proposta de consumo. Assim, esta pesquisa teve como objetivo caracterizar o sistema agregado de marketing do couro artesanal no Cariri Cearense, numa perspectiva integrada entre os ofertantes, reguladores de mercado (governantes) e demandantes. Nesse sentido, conduziu-se um estudo de caso, tendo o SAM artesanal do couro como lócus, realizado em três cidades do Estado do Ceará, Nova Olinda, Juazeiro do Norte e Fortaleza, locais onde se encontravam sujeitos dos grupos analisados nesta dissertação. Para entender o sistema, fez revisão sistemática de literatura em que se aponta a configuração do sistema agregado de marketing, seus atores, os principais autores da temática, quais argumentos são utilizados para para condução de estudo do tipo, a natureza e métodos aplicados nestes e teoria(s) e discussões subjacente(s) são aplicadas. A partir disso, estabeleceu-se categorias de análise e fez-se uma pesquisa empírica com os três atores primários – ofertantes, demandantes e governo – indentificados na teoria, com procedimentos metodológicos de abordagem qualitativa, utilizando-se da estratégia do estudo de caso para analisar o fenômeno, fazendo o uso de entrevista semiestruturada observação e grupo focal, como procedimentos de coleta, atendendo as especificidades dos grupos de sujeitos e a necessidade de dados para o estudo. Os resultados do trabalho apresenta a configuração do sistema agregado de marketing do couro artesanal e suas características, apontando o grupo de ofertantes como o mais extenso por envolver uma grande quantidade de agentes envolvidos no processo produção. Apresenta-se e discute-se, a partir da percepção dos três grupos de atores primários, cinco categorias estrutura, interação, normas sociais, adaptabilidade e sustentabilidade. A conjuntura do sistema de marketing artesanal do couro, a forma de como este busca se manter sustentável, suscitando a necessidade de intervenções dentre os grupos de atores, como governo para ofertantes, no mercado atendendo as demandas mercadológicas e sociais são as principais contribuições deste estudo.Universidade Federal da ParaíbaBrasilAdministraçãoPrograma de Pós-Graduação em AdministraçãoUFPBPereira, Rita de Cássia de Fariahttp://lattes.cnpq.br/0210649927174422Valdevino, Antonio Messias2020-03-04T18:28:41Z2019-05-282020-03-04T18:28:41Z2019-02-25info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesishttps://repositorio.ufpb.br/jspui/handle/123456789/16965porAttribution-NoDerivs 3.0 Brazilhttp://creativecommons.org/licenses/by-nd/3.0/br/info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da UFPBinstname:Universidade Federal da Paraíba (UFPB)instacron:UFPB2020-03-05T06:14:49Zoai:repositorio.ufpb.br:123456789/16965Biblioteca Digital de Teses e Dissertaçõeshttps://repositorio.ufpb.br/PUBhttp://tede.biblioteca.ufpb.br:8080/oai/requestdiretoria@ufpb.br|| diretoria@ufpb.bropendoar:2020-03-05T06:14:49Biblioteca Digital de Teses e Dissertações da UFPB - Universidade Federal da Paraíba (UFPB)false |
dc.title.none.fl_str_mv |
Valeu o boi!: Sistema Agregado de Marketing do couro artesanal do cariri cearense |
title |
Valeu o boi!: Sistema Agregado de Marketing do couro artesanal do cariri cearense |
spellingShingle |
Valeu o boi!: Sistema Agregado de Marketing do couro artesanal do cariri cearense Valdevino, Antonio Messias Sistema Agregado de Marketing Couro Espedito Seleiro Aggregate Marketing System Leather Marketing - Sistema Agregado Couro artesanal – Cariri cearense Associação Espedito Seleiro CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
title_short |
Valeu o boi!: Sistema Agregado de Marketing do couro artesanal do cariri cearense |
title_full |
Valeu o boi!: Sistema Agregado de Marketing do couro artesanal do cariri cearense |
title_fullStr |
Valeu o boi!: Sistema Agregado de Marketing do couro artesanal do cariri cearense |
title_full_unstemmed |
Valeu o boi!: Sistema Agregado de Marketing do couro artesanal do cariri cearense |
title_sort |
Valeu o boi!: Sistema Agregado de Marketing do couro artesanal do cariri cearense |
author |
Valdevino, Antonio Messias |
author_facet |
Valdevino, Antonio Messias |
author_role |
author |
dc.contributor.none.fl_str_mv |
Pereira, Rita de Cássia de Faria http://lattes.cnpq.br/0210649927174422 |
dc.contributor.author.fl_str_mv |
Valdevino, Antonio Messias |
dc.subject.por.fl_str_mv |
Sistema Agregado de Marketing Couro Espedito Seleiro Aggregate Marketing System Leather Marketing - Sistema Agregado Couro artesanal – Cariri cearense Associação Espedito Seleiro CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
topic |
Sistema Agregado de Marketing Couro Espedito Seleiro Aggregate Marketing System Leather Marketing - Sistema Agregado Couro artesanal – Cariri cearense Associação Espedito Seleiro CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
description |
An aggregate marketing system is a set of organizations / actors that are organized in a complex way, in a series of inputs and outputs, around a particular consumption proposal. This research aimed to characterize the aggregate marketing system of leather artisanal in Cariri Cearense, in an integrated perspective between the suppliers, market regulators (governors) and costumers. In this sense, a case study was conducted, with the leather handmade SAM as a locus, carried out in three cities of the State of Ceará, Nova Olinda, Juazeiro do Norte and Fortaleza, where the groups analyzed were found in this dissertation. To understand the system, he made a systematic review of literature in which the configuration of the aggregate marketing system, its actors, the main authors of the topic, what arguments are used to conduct study of the type, nature and methods applied in these theory(ies) and underlying discussions are applied. Thus, categories of analysis were established and empirical research was carried out with the three primary actors - proponents, costumers and government - identified in the theory, with methodological procedures of qualitative approach, using the strategy of the case study to analyze the phenomena, making the use of semistructured interview observation and focal group, as collection procedures, taking into account the specificities of the groups of subjects and the need for data for the study. The results present the configuration of the aggregate marketing system of leather artisanal and its characteristics, pointing the group of suppliers as the most extensive because it involves a large number of agents involved in the production process. Five categories of structure, interaction, social norms, adaptability and sustainability are presented and discussed, based on the perception of the three groups of primary actors. The context of the artisanal marketing system of leather, the way in which this search remains sustainable, provoking the need for interventions among groups of actors, such as government for suppliers, in the market meeting the market and social demands are the main contributions of this study. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-05-28 2019-02-25 2020-03-04T18:28:41Z 2020-03-04T18:28:41Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://repositorio.ufpb.br/jspui/handle/123456789/16965 |
url |
https://repositorio.ufpb.br/jspui/handle/123456789/16965 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.rights.driver.fl_str_mv |
Attribution-NoDerivs 3.0 Brazil http://creativecommons.org/licenses/by-nd/3.0/br/ info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Attribution-NoDerivs 3.0 Brazil http://creativecommons.org/licenses/by-nd/3.0/br/ |
eu_rights_str_mv |
openAccess |
dc.publisher.none.fl_str_mv |
Universidade Federal da Paraíba Brasil Administração Programa de Pós-Graduação em Administração UFPB |
publisher.none.fl_str_mv |
Universidade Federal da Paraíba Brasil Administração Programa de Pós-Graduação em Administração UFPB |
dc.source.none.fl_str_mv |
reponame:Biblioteca Digital de Teses e Dissertações da UFPB instname:Universidade Federal da Paraíba (UFPB) instacron:UFPB |
instname_str |
Universidade Federal da Paraíba (UFPB) |
instacron_str |
UFPB |
institution |
UFPB |
reponame_str |
Biblioteca Digital de Teses e Dissertações da UFPB |
collection |
Biblioteca Digital de Teses e Dissertações da UFPB |
repository.name.fl_str_mv |
Biblioteca Digital de Teses e Dissertações da UFPB - Universidade Federal da Paraíba (UFPB) |
repository.mail.fl_str_mv |
diretoria@ufpb.br|| diretoria@ufpb.br |
_version_ |
1798964161984593920 |