Banca de QUALIFICAÇÃO: Paloma Leite Costa

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
STUDENT : Paloma Leite Costa
DATE: 09/06/2021
TIME: 14:00
LOCAL: Online, por meio de videoconferência
TITLE:

People-Product: a study on the emergence of the people rental market in Japan

KEY WORDS:

Market Studies; Market Systems Dynamics; People Rental Market; Negotiations and Decision Processes; Marketing

PAGES: 73
BIG AREA: Ciências Sociais Aplicadas
AREA: Administração
SUMMARY:

This project proposes to present a study about the emergence and legitimation of the people rental market in Japan, from the perspective adopted in Market System Dynamics (MSD) (GIESLER; FISCHER, 2017), which brings together interdisciplinary discussions about markets, and, despite being located in Marketing, deviates from the traditional view adopted in the field. In this perspective, we conducted this study understanding that context, culture and social norms are inseparable in the process of creating and legitimizing markets (HUMPHREYS, 2010). Which leads us to understand and highlight the socio-cultural elements inherent to Japanese society, which sustains the emergence of this market. Therefore, it is important to consider the sociological discussion of social roles and the theatricality of life, in order to point out the value of social roles in Japanese society, based on lococentrist relations, in other words, having the position they occupy in society as a reference. Furthermore, we try to enhance the marks of a society rooted in a rigid cultural hierarchy system in the Japanese language. From these considerations, we understand that the emergence of a market that sustains the commercialization of people is permeated by an intense dynamism, where different actors can meet and mismatch, embedded by political interests and cultural influences, as well as laws and norms that regulate and defend their monetary and social exchanges as economic agents. To this end, this work will be conducted by a documentary research, whose data will be analyzed through Content Analysis (BARDIN, 2011), aiming to understand how Japanese socio-cultural elements holds the emergence of this market and are translated in a way that the actors involved can harmonize their interests, establish or adapt their norms and values in order to guide their decision-making processes during their negotiations.

BANKING MEMBERS:
Externo à Instituição - FRANCIS KANASHIRO MENEGHETTI
Externa à Instituição - Georgiana Luna Batinga - UFMS
Presidente - LUDMILA DE VASCONCELOS MACHADO GUIMARAES
Externo à Instituição - MARCELO DE REZENDE PINTO