Estratégia como prática sociomaterial: estudo multicasos em organizações produtoras de cachaça artesanal de alambique

Abstract

This thesis focused on understanding the contribution of sociomateriality to the construction of artisanal production and market insertion strategies in four organizations that produce still cachaça. The interest came after the analysis of the literature related to strategy as a practice, which suggests the need to study the sociomateriality that constitutes the strategy-building process. In view of this observation, this work had the general objective of investigating the sociomateriality present in the organizations that produce still cachaça, focusing on the effects of these arrangements in the construction of production and market insertion strategies, enabling a reconstruction of the historical trajectory of four organizations producing sugar cane cachaça located in Minas Gerais: Cachaça João Cassiano, Cachaça Roldão, Cachaça Âmago da Tradição and Cachaça Século XVIII. Theoretical support is based on the ontological assumptions of social constructionism and the contributions of Theodore Schatzki. For this multi-case study, 58 different practitioners were interviewed. The documentary research included legislation, photographs and videos that constitute the historical archives of cachaçarias, publications in regional newspapers, information on social media. As support for the interviews, moments of direct observation were carried out that enabled the daily investigation of these strategies. This set of information was coded with the aid of the MaxQda qualitative research software. The technique of Narrative Analysis was used. As a result, it was noticed that the production and market insertion strategies of these organizations are constituted by a nexus of practices-arrangements, considering that both strategies are formed by a sociomaterial entanglement that includes equipment, people, natural resources, values, experiences, knowledge of practice, biological, physical and chemical elements. This reciprocal agency enabled the performativity of strategic sociomaterial practices in such organizations. In this sense, this work contributed to the understanding of strategy as a sociomaterial practice under a constructionist ontology.