Banca de DEFESA: Alzira Alice de Souza

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : Alzira Alice de Souza
DATE: 14/12/2020
TIME: 16:00
LOCAL: Online, por meio de videoconferência
TITLE:

For Whom the Snacks go For? the practices of entrepreneurs and consumers who consolidate the relevance of the event “Comida di Buteco” for the gastronomic market of Belo Horizonte

KEY WORDS:

“Comida di Buteco”; Institutional Theory; Legitimacy; Creative Economy; Management Practices

PAGES: 115
BIG AREA: Ciências Sociais Aplicadas
AREA: Administração
SUMMARY:

The gastronomic market is on the rise in Brazil and the gastronomic festivals are initiatives that currently foster it. The event “Comida di Buteco”, which was born in Belo Horizonte, 21 years ago, and takes place in 21 other cities in Brazil, is one of these initiatives. This event develops activities within the scope of the Creative Economy, brings together entrepreneurs, consumers, organizers, sponsoring companies and public institutions, in order to offer a cultural circuit for tasting and evaluating the city’s “butecos”, focusing on valuing the very root of food and small family businesses. For this study, we considered the field of research on culture and consumption, which perceives markets as complex social systems, and made up of actors and institutions that interact with each other. We also used the lens of Institutional Theory and its central concept of Legitimacy. Observing the leadership and longevity of “Comida di Buteco” in the gastronomic and cultural market of the city, we sought to answer: how can the practices of entrepreneurs and consumers consolidate the relevance of “Comida di Buteco” for the gastronomic market in the city of Belo Horizonte – state of Minas Gerais? In order to answer the research question, we developed a descriptive qualitative research, presented in five sessions: Introduction, Theoretical Framework, Research Methods and Data Collection, Results, and Final Considerations. We collected data using in-depth interviews with entrepreneurs and organizers, non-participant observation, questionnaires via online forms with consumers, and longitudinal research through content analysis of newspaper articles, internet sites and public documents. The results showed that the event “Comida di Buteco” is relevant to the gastronomic scenery of Belo Horizonte, identifying practices that contributed to its legitimating process. This process led to the rescue of cultural aspects that gave new meaning to “butecos” as a democratic local for leisure and tasting. This research contributes to understanding how the process of market evolution can be influenced by socio-cultural structures and provides conceptual tools for mega-marketing and decision-making process by public and private managers.

BANKING MEMBERS:
Interna - LILIAN BAMBIRRA DE ASSIS
Presidente - RONAN TORRES QUINTÃO - IFSP
Externa à Instituição - TANIA CRISTINA TEIXEIRA - PUCMinas