Purpose: The study questions whether the ways in which beekeepers in Rio Grande do Norte interact with the market focus on the dimension of competitiveness or are guided by values that prioritize ...other sociocultural dimensions. The objective was to characterize the forms of social interaction experienced by farmers in their production and marketing relationship with the honey production chain. Theoretical framework: The study has as its theoretical axis the proposition of Polanyi (2000) that recognizes that economic interactions are not the only ones and suggests that it is necessary to recognize other forms of relationship that are not exclusively economic. Method: This is a qualitative research. Ten subjects who are part of the honey production chain in Rio Grande do Norte were interviewed. The analysis technique adopted was the interpretive analysis using the NVivo® 11 software. The analysis categories were: redistribution, reciprocity and market exchanges. Results and conclusion: The forms of social interaction with the market depend on the beekeeper's immediate needs. He does not rule out types of relationships, as his main focus is their survival, which can override the needs of collective structures. However, this does not put the beekeeper guided by a business logic. Research implications: The study reveals that managerial practices that focus exclusively on the dimension of competitiveness do not contribute to the understanding of how agents that operate with a non-instrumental logic conduct their organizational practices. Originality/value: The study contributes with the perspective of a broader organizational theory than just the market dimension.
Purpose: The study questions whether the ways in which beekeepers in Rio Grande do Norte interact with the market focus on the dimension of competitiveness or are guided by values that prioritize other sociocultural dimensions. The objective was to characterize the forms of social interaction experienced by farmers in their production and marketing relationship with the honey production chain. Theoretical framework: The study has as its theoretical axis the proposition of Polanyi (2000) that recognizes that economic interactions are not the only ones and suggests that it is necessary to recognize other forms of relationship that are not exclusively economic. Method: This is a qualitative research. Ten subjects who are part of the honey production chain in Rio Grande do Norte were interviewed. The analysis technique adopted was the interpretive analysis using the NVivo® 11 software. The analysis categories were: redistribution, reciprocity and market exchanges. Results and conclusion: The forms of social interaction with the market depend on the beekeeper's immediate needs. He does not rule out types of relationships, as his main focus is their survival, which can override the needs of collective structures. However, this does not put the beekeeper guided by a business logic. Research implications: The study reveals that managerial practices that focus exclusively on the dimension of competitiveness do not contribute to the understanding of how agents that operate with a non-instrumental logic conduct their organizational practices. Originality/value: The study contributes with the perspective of a broader organizational theory than just the market dimension.
Purpose: Comparative analysis of the decision-making process of family farmers who participate and do not participate in associations and cooperatives in the region of Mossoró – RN. Theoretical ...framework: Family farming is a productive organization that coexists with the capitalist structure of production and has unique features, since the owner is also a worker, manages the means of production and does not primarily aim at financial profit, since production is intended to support the family and the property. The decision-making process escapes economic logic, as it also considers social, environmental, ethical and cultural aspects. Cooperatives and associations represent an alternative to the problems imposed by the market. Method/design/approach: This is a quantitative-descriptive research. A total of 137 family farmers from the region of Mossoró – RN participated in the study. The questionnaire was organized with 5 questions about the centralization of decision-making used by family farmers in the region. Results and conclusion: The decision-making of farmers in the management of their properties does not differ in terms of participation or non-participation in associations and cooperatives. Research implications: Although associations and cooperatives present multiple responses to the problems arising from globalization, a significant portion of farmers do not participate in them, and this factor should be deepened to understand the non-participation of farmers in associations and cooperatives and their non-influence in the decision-making of those. Originality/value: Studies of this nature lead to rethinking and improving the practices of decision-making, marketing and integration of subjects within the scope of family farming.
Purpose: The present research aims to analyze the organizational structure of the honey chain in the state of Rio Grande do Norte. Method/design/approach: Semi-structured interviews were conducted ...with eight representative subjects from the beekeeping chain in the municipalities of Rio Grande do Norte. A descriptive qualitative approach was adopted to analyze the organizational relationships within the chain. Results and conclusion: The results highlight challenges in regulating the honey production chain, suggesting improvements in governance through collaborative development of regulations. Additionally, it emphasizes the importance of associations and producer cooperatives in strengthening beekeeping, adding value, and overcoming commercial challenges. Certification was deemed more relevant for the chain links involved in honey processing and distribution. Research implications: The study reveals that the various actors involved in the honey production chain in Rio Grande do Norte have significant disagreements regarding the interpretation of the legislation governing the production of this product. Originality/value: The research contributes to understanding the organizational structure of the honey chain in Rio Grande do Norte, providing development strategies in the apiculture sector.
Objetivou-se analisar a percepção dos proprietários de terras que construíram relação com a Petrobras. O trabalho é realizado através de dois olhares: o agricultor que vivenciou o período ...“pré-Petrobras”; e o agricultor que se instala depois da mesma. Trata-se de uma pesquisa de caráter exploratório e natureza qualitativa. Os participantes da pesquisa totalizam quatro produtores rurais localizados no município de Mossoró - RN, mais precisamente no assentamento Canto do Amaro - RN. Para a coleta de dados foi utilizado um roteiro semiestruturado de entrevista, tendo questões abertas e complementares. Após a transcrição de todas as falas gravadas no aparelho celular, o material foi organizado juntamente com as percepções de ambiente por parte dos pesquisadores. Logo após, foram definidas categorias de análise a serem desmembradas para posterior análise de dados. As categorias foram: Acompanhamento e Instalações da Petrobras; Mudanças sociais. Cada uma delas carregava subtópicos. A partir da análise, os pesquisadores perceberam alguns fatores gerais que determinavam, naturalmente, a visão dos agricultores para com a Organização. A quantidade de terra – que pode variar de agricultor para agricultor – atrelada à questão ambiental e, principalmente, o fator histórico. Esse último, por sua vez, é capaz de alterar totalmente a percepção e o olhar do agricultor.
O discernimento da escassez dos recursos naturais voltado à produção industrial e a exploração de maneira ilimitada para benefício da produção econômica, associado à degradação ambiental, têm afetado ...a qualidade de vida do ser humano, que defronta-se com a necessidade de um novo conceito de filosofia, economia e direito para a execução da ética ambiental, olhando para a natureza como um reflexo de uma crise socioambiental desenvolvida pelo processo produtivo “selvagem” do intercâmbio mercantil. Com isso, essa pesquisa objetivou analisar a relação entre o apicultor e a natureza por meio da informação dos agricultores familiares de cadeias de produção do mel do Rio Grande do Norte. Essa pesquisa caracteriza-se como aplicada, com objetivo descritivo e de abordagem qualitativa, por ter o objetivo de analisar a simbiótica relação homem-natureza. Trata-se de uma pesquisa bibliográfica e de campo, com coleta de dados a partir de entrevista com roteiro semiestruturado. Participaram do estudo seis agricultores familiares pertencentes à cadeia produtiva do mel, categorizados como apicultores da agricultura familiar. Para a interpretação dos resultados obtidos nesta pesquisa foi utilizada a análise interpretativa. Como resultado, evidenciou que os apicultores têm consciência que mantêm uma relação simbiótica ou cooperativa entre homem-natureza, na qual esses comportamentos humanos são novas formas de explorar os recursos naturais. Além disso, desenvolvem práticas sustentáveis para o manuseio e criação das abelhas, sem uso de equipamentos tecnológicos e pesticidas, tendo uma relação com a natureza envolvida pela florada e chuvas.
Resumo Trata-se de uma pesquisa de caráter exploratório e natureza qualitativa realizada com 33 moradores de zonas rurais localizadas no município de Mossoró (RN) e seu entorno. Objetivou-se analisar ...a relação que os donos de terras produtoras de petróleo mantêm com as empresas exploradoras. Para a coleta de dados foi utilizado um roteiro de entrevista com questões abertas e confeccionado um diário a fim de auxiliar na pesquisa não participante. Os resultados mostraram a existência de uma relação verticalizada de poder mantida entre os entrevistados e as empresas exploradoras fazendo-os culpabilizar unicamente a estatal Petrobras pela diminuição no repasse financeiro que lhes é concedido em razão da limitação do uso de suas terras. Verificou-se também a ausência de políticas consolidadas por parte das empresas exploradoras bem como do poder público com o intuito de tornar esses sujeitos independentes financeiramente do lucro da extração do petróleo. Em anos anteriores o setor de exploração de petróleo em terra na região foi capaz de modificar a realidade local por se tratar de um subsídio auxiliar nas atividades de agricultura familiar e criação de gado leiteiro, atuando como suporte financeiro nos períodos de seca prolongada.
Abstract This is an exploratory and qualitative study performed with 33 inhabitants of rural areas located in the city of Mossoró (RN) and its surroundings. The objective of this study was to examine the relationship between owners of oil-producing land and oil-exploring companies. For data collection an interview with open questions was used and also a diary, in order to assist in non-participant research. The results showed the existence of a hierarchical relationship of power maintained between the interviewees and the exploring companies, making the first ones blame solely the state-owned oil company Petrobras by the decrease in financial grant, which happens because of the limitation in the use of their land. There was also an absence of social politics made by exploring companies as well as the public administration in order to make these individuals financially independent of the oil extraction profit. In previous years oil exploration sector in the region was able to modify the local reality because it assists in the activities of family agriculture and dairy farming, acting as financial support during periods of prolonged drought.
O presente trabalho tem como objetivo a identificação das estratégias gerenciais desenvolvidas pelos produtores de castanha de caju do município de Serra do Mel/RN, a fim de identificar se possuem ...características do empreendedorismo rural. As entrevistas foram realizadas com os produtores mais ativos de cada agrovila, totalizando 23 produtores. Constatou-se que os produtores têm um perfil empreendedor caracterizado pela persistência, pela ajuda mútua e pela capacidade de lidar com as incertezas e de aproveitar as oportunidades, obtendo, assim, êxito em seus negócios mesmo sem possuir conhecimento técnico aprofundado e acesso a novas tecnologias, sem recursos financeiros, com a incerteza oriunda da estiagem e sem incentivos governamentais. Eles enxergaram nesse meio de comercializar seus produtos uma estratégia para um desenvolvimento social, rural e econômico.
In the brand management field, studies on brand experience - considering cognitive and behavioral dimensions - analyse consumer relations with brands. The current paper analyses consumer brand ...experiences aiming at identifying whether the consumption of technological brands was different from that of non-technological brands. A quantitative analysis was conducted, and data were analysed by Confirmatory Factor Analysis and Variance Analysis (ANOVA). Four dimensions of brand experience were tested: sensorial, affective, behavioral, and intellectual. Ten selected brands were analysed, among technological and non-technological ones. The population for this study was composed of 230 university students from the business area of a Brazilian university. Results indicate that consumers perceive a difference in their experience with technological and non-technological brands, which is primarily based on the performance of the sensorial dimensions, regarding feelings, and that of intellectual ones, regarding cognitive capacity, creativity, and problem-solving performance, which are stronger in the experience with technological brands.
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