Márcio Moutinho Abdalla

O que é (estratégia de) não mercado

The area of strategic management (SM) brings an increasing number of challenges and opportunities for academics and strategists of the rest of world. Because of the increasing importance of the rest of the world in the context of neoliberal globalization, the concept of non-market in SM had a surprising and curious trajectory of rise in recent years, after a long period of marginalization during the Cold War. From the perspective of the rest of the world, this paper reviews the concept of non-market through a historical and interdisciplinary perspective which challenges the underlying market theory and brings to surface geopolitical dimensions of knowledge to explain the curious trajectory of the non-market concept in SM. Analysis shows that non-market is a concept that enables large corporations to intervene in the rest of the world through so-called non-market strategies which are legitimized as necessary evil. Through a perspective of multipolar dialogue, the authors propose the reconceptualization of non-market and non-market strategy in Brazil through the engagement with market theories that have been marginalized by americanism.

Em defesa da opção decolonial em administração/gestão

In response to an enduring situation of asymmetry and injustice in the field of Management and Organization Studies (MOS), sustained by the radicalization of universalization of Euro-American knowledge, as well as the corresponding subalternation of diverse types of knowledge from the rest of the world, this article analyzes the marginal position and the potential of the decolonial perspective in Brazil. Analysis suggests the co-construction of a broad agenda in MOS in and from Brazil which fosters knowledge and practices informed by the decolonial option from a transcosmopolitan perspective. Taking into account multiple obstacles for the legitimation of alternatives to Eurocentrism and contemporary challenges faced by academics and practitioners within the context of radicalization of hypermodernity, this article highlights the potentialities of the decolonial option to interconnected communities of both victims and builders of alternatives on a global scale. Such decolonial agenda in MOS draws not on a re-articulation of essentialist revisionisms, but on the promotion of transcosmopolitan of advances in three interconnected realms: (a) academic – by fostering multiple political identities from a transmodern perspective; (ii) educational – by rescuing, co-constructing, and legitimizing, and disseminating knowledge connected to local realities and alternatives, and (iii) social – by co-constructing decolonial knowldege engaged with colonial-decolonial dynamics faced by society and academia on a global scale.

Pulse: Um Futuro Responsável?

Este caso de ensino busca desenvolver habilidades e atitudes relevantes para a pratica gerencial, assim como apoiar o profissional de ensino com material para aulas expositivas, por meio do levantamento de problematica pela qual passa uma organizacao de material desportivo a luz do seu ambiente de atuacao. As informacoes para sua construcao foram obtidas em pesquisa documental e por meio de experiencias pessoais, incluindo-se a prestacao de consultoria empresarial. Sao abordados os desafios de uma executiva de empresa de artigos desportivos, responsavel pelo programa de reducao de desperdicios, para executa-lo enquanto elemento importante para a imagem da marca, e que remetem aos problemas recorrentes no nivel da responsabilidade social – os quais, embora claramente identificados, e ate mesmo ja submetidos a acoes reversivas, teimam em sobreviver, nao raro por fatores alheios a sua vontade. A discussao do caso e incitada por meio da exposicao da visao da empresa sobre a sua responsabilidade social enquanto maior produtora de artigos desportivos do mundo, e do questionamento quanto a possibilidade de ela estar devidamente posicionada em um futuro responsavel.