Denise Franca Barros

PERSPECTIVA HISTÓRICA EM ADMINISTRAÇÃO: NOVOS OBJETOS, NOVOS PROBLEMAS, NOVAS ABORDAGENS

This article attempts to contribute to a better understanding of administrative ideas through the analysis of the use of historical perspective in management studies. Although this relationship is not recent, it has not progressed substantially in order to promote all their ontological, epistemological and methodological potential. In order to deepen this discussion, we classify three management approaches relating them to the paradigmatic discussion of history: business history, management history and organizational history. This framework allows us to consider that the reorientationist position of the historical perspective enable us to: a) reflect on the social praxis of researchers, b) consider new objects, new problems and new research approaches, and c) realize that new questions displaces the focus of analysis of the exogenous to the local, which may contribute to the development of more critical analysis of current administrative ideologies.This article attempts to contribute to a better understanding of administrative ideas through the analysis of the use of historical perspective in management studies. Although this relationship is not recent, it has not progressed substantially in order to promote all their ontological, epistemological and methodological potential. In order to deepen this discussion, we classify three management approaches relating them to the paradigmatic discussion of history: business history, management history and organizational history. This framework allows us to consider that the reorientationist position of the historical perspective enable us to: a) reflect on the social praxis of researchers, b) consider new objects, new problems and new research approaches, and c) realize that new questions displaces the focus of analysis of the exogenous to the local, which may contribute to the development of more critical analysis of current administrative ideologies.

Bases sociais das emoções do consumidor: uma abordagem complementar sobre emoções e consumo

The focus of the present paper is on the sociological aspects of consumption emotions and how to develop an alternative approach to the study of emotions related to consumption. The study of emotions involved in buying and consuming behavior has grown in relevance in the past two decades among consumer researchers. Prior work on consumption emotions has emphasized the cognitive psychologys perspective. We believe that the introduction of new perspectives on the study of consumption emotions can contribute positively for a better understanding of the theme. We explore how other authors, including Brazilian ones, deal with the consumption emotions on their works and discuss different perspectives adopted. We suggest a complementary approach to the consumption emotions based on a new fedd of sociology: the sociology of emotions. At the end, we discuss the methodological implications of this approach.

O consumidor envergonhado: reflexões sobre o sentimento de vergonha no marketing

This work relates the first steps of a wider study about emotional antecedents of consumption. The authors consider a multidisciplinary approach to propose a framework for the feeling of shame that is useful to understand relations between consumers and marketing offers. Adopting an approach that consider consumption as a socially constructed discourse which is wider than that the simple act of making economic choices, the authors discuss the interactions between shame, consumption behaviors and marketing actions.

Historical perspective in management: new objects, new problems, new approaches

This article attempts to contribute to a better understanding of administrative ideas through the analysis of the use of historical perspective in management studies. Although this relationship is not recent, it has not progressed substantially in order to promote all their ontological, epistemological and methodological potential. In order to deepen this discussion, we classify three management approaches relating them to the paradigmatic discussion of history: business history, management history and organizational history. This framework allows us to consider that the reorientationist position of the historical perspective enable us to: a) reflect on the social praxis of researchers, b) consider new objects, new problems and new research approaches, and c) realize that new questions displaces the focus of analysis of the exogenous to the local, which may contribute to the development of more critical analysis of current administrative ideologies.This article attempts to contribute to a better understanding of administrative ideas through the analysis of the use of historical perspective in management studies. Although this relationship is not recent, it has not progressed substantially in order to promote all their ontological, epistemological and methodological potential. In order to deepen this discussion, we classify three management approaches relating them to the paradigmatic discussion of history: business history, management history and organizational history. This framework allows us to consider that the reorientationist position of the historical perspective enable us to: a) reflect on the social praxis of researchers, b) consider new objects, new problems and new research approaches, and c) realize that new questions displaces the focus of analysis of the exogenous to the local, which may contribute to the development of more critical analysis of current administrative ideologies.

Linguagem, relações de poder e o mundo do trabalho: a construção discursiva do conceito de empreendedorismo

andar — CEP 22250-900.** Doutoranda em administracao pela Escola Brasileira de Administracao Publica e de Empresas da Fundacao Getulio Vargas (Ebape/FGV). Pesquisadora do Programa de Estudos de Administracao Brasileira. Mestrado em Administracao de Empresas pelo IBMEC-RJ. Endereco: Praia de Botafogo 190, sala 427 — CEP 22250-900, Rio de Janeiro, RJ, Brasil. E-mail: amello9@terra.com.br.*** Doutoranda em administracao pela Escola Brasileira de Administracao Publica e de Empresas da Fundacao Getulio Vargas (Ebape/FGV). Mestrado em Administracao pela Ebape/FGV. Endereco: Praia de Botafogo 190, sala 427 — CEP: 22250-900, Rio de Janeiro, RJ, Brasil. E-mail: denise.barros@fgv.br.**** Professor titular da Escola Brasileira de Administracao Publica e de Empresas da Fundacao Getulio Vargas (Ebape/FGV). Coordenador do Programa de Estudos de Administracao Brasileira. Endereco: Praia de Botafogo 190, sala 515 — CEP: 22250-900, Rio de Janeiro, RJ, Brasil. E-mail: paulo.martins@fgv.br.

Merchandising social nas telenovelas: uma discussão sob a perspectiva do macromarketing

Este trabalho tem como objetivo analisar, na perspectiva do macromarketing, o papel para a sociedade do merchandising social exibido nas telenovelas brasileiras. O trabalho se justifica pela limitada insercao desse topico de analise em textos do campo do Macromarketing no Brasil. Para tal, optou-se pela analise documental como metodo e como tecnica. Os objetos de estudo sao os Anuarios Obitel Internacional, referentes a circulacao da ficcao no Brasil, de 2010 a 2015. Alem disso, foram utilizados os Balancos Sociais da Rede Globo, bem como dados internos da empresa, de 2002 a 2016. Os principais resultados da pesquisa sugerem que, do ponto de vista do macromarketing, todas as atividades de mercado tem potenciais consequencias que vao alem da usual descricao das transacoes de mercado entre produtor (emissora) e consumidor (telespectador). A perspectiva do macromarketing pode contribuir para o entendimento e sistematizacao dos efeitos, sobre a sociedade brasileira, das praticas de Merchandising Social nas telenovelas.

Representações da relação homem-carro: uma análise semiótica da propaganda brasileira de seguros de automóvel

Despite the acknowledgement and importance of the study of signs and symbols and, foremost, of the signification processes, there are still many possibilities to be explored in marketing and consumer research based on semiotic theory and on Consumer Culture Theory (CCT). The aim of this research is to analyze the discourse of car insurance advertising in Brazil using the French semiotics discursive perspective, in order to comprehend the meaning articulation in the advertisements in question. The analysis of 125 car insurance ads published between 2000 and 2009 in newspapers from Sao Paulo and Rio de Janeiro, and in magazines sold nationwide highlights the wealth of meanings that advertising transfers to the car, to brands of insurance companies and finally to the relationship between the consumer and the car as a consumption object. The research also supports studies that indicate the process of creation and development of extended self through the car by practices that reveal extreme care with the object, indicating a machine humanization process.

O Fenômeno da Empresarização e a Busca por Alternativas na Produção, Comercialização e Distribuição da Música no Brasil como Formas de Resistência

Com o presente artigo, objetiva-se analisar novas formas possiveis de producao, comercializacao e distribuicao da musica como possibilidades de resistencia as praticas hegemonicas, tradicionalmente, exercidas pelas grandes gravadoras, tendo como pano de fundo algumas experiencias existentes no âmbito do mercado fonografico brasileiro. A crise que o mercado fonografico enfrenta desde o final da decada de 90 e que esta, intimamente, ligada a mudancas de ordem tecnologicas, possibilitou novas alternativas de produzir e comercializar a musica as quais fogem ao modelo dominante estabelecido pelas organizacoes tradicionalmente hegemonicas nessa industria. Assim, sao apresentados e analisados, neste trabalho, exemplos de organizacoes ligadas a musica que oferecem algum grau de resistencia ao modelo estrutural dominante, sendo elas compreendidas pelos autores como organizacoes de resistencia. Conclui-se que as formas organizacionais exemplificadas apresentam caracteristicas estruturais especificas que nos permite considera-las como formas de resistencia ao modelo empresarial de organizacao.

A dimensão histórica dos discursos acerca do empreendedor e do empreendedorismo

This theoretical essay, through a historical perspective in organizational studies, seeks to identify and discuss the discursive appropriation of the idea of entrepreneurship at three different times: (a) in the classical period of the formation of capitalism; (b) in monopolistic capitalism; and (c) in current capitalism. As the discourses are not neutral, the identification of these discontinuities enable the unveiling of ideological arguments that often naturalize historical phenomena that permeate the discourses, corroborate the current resuscitation of a specific entrepreneur model and opt for the contemporary capitalist company as the central point of the process of the generation of wealth, income and employment in society. The results suggest that the (re)production of discourses in the logic of the market system nowadays allows the idea of entrepreneurship to have an important role in society: to ensure that every individual accepts as his own the goals of reproduction of the capitalist system. For this reason, this process moves away from the quest for emancipation and, instead, promotes oppressive models of individual behavior through appropriate expectations and specific forms of conduct.

The historical dimension of the discourses concerning the entrepreneur and entrepreneurship

This theoretical essay, through a historical perspective in organizational studies, seeks to identify and discuss the discursive appropriation of the idea of entrepreneurship at three different times: (a) in the classical period of the formation of capitalism; (b) in monopolistic capitalism; and (c) in current capitalism. As the discourses are not neutral, the identification of these discontinuities enable the unveiling of ideological arguments that often naturalize historical phenomena that permeate the discourses, corroborate the current resuscitation of a specific entrepreneur model and opt for the contemporary capitalist company as the central point of the process of the generation of wealth, income and employment in society. The results suggest that the (re)production of discourses in the logic of the market system nowadays allows the idea of entrepreneurship to have an important role in society: to ensure that every individual accepts as his own the goals of reproduction of the capitalist system. For this reason, this process moves away from the quest for emancipation and, instead, promotes oppressive models of individual behavior through appropriate expectations and specific forms of conduct.