Estratégia como prática, lógicas institucionais e discurso: um estudo em organizações produtoras de cachaça artesanal de Minas Gerais

Abstract

The research presented in this thesis had as objective to understand the institutional logics that permeate the field and direct the practical strategie s of production and marketing of organizations that produce artisanal cachaça (drink made from sugar cane) from Minas Gerais. Bibliographical research was done to define and understand the main elements of the Strategy as Practice (SAP), Institutional Logic (IL) and Critical Discourse Analysis (CDA). In addition to the definitions and description of the main themes elements, we sought to discuss the onto-epistemic conversations and commensurabilities among the SAP, the ILs and the CDA, demonstrating the possibilities of new looks for the research in Administration. For this, we discuss each theoretical construct in its singularity and, in sequence, we present a framework with the points of conversation that allow compilations and theoretical commensurabilities. We argue that these three theoretical approaches exhibit common aspects that guide an integrated analytical perspective and an articulated debate in understanding of the same socio-organizational phenomenon. Bibliographical, documentary and field researches were carried out in the organizations Alfa, Beta and Gama. They produce artisanal cachaça. The subjects surveyed were the main agents responsible for defining the practices of producer associations and organizations studied. For the research of the discursive conceptions and the institutional logics that guide the production and commercialization of artisanal cachaça from the AMPAQ * perspective discourse. Data were collected from the publications of the AMPAQ Journal “Cachaça com Notícias", from 2013 to 2016. Data collection from empirical studies involved participation and conversations at Expocachaça market, from 2014 to 2017, interviews with the AMPAQ and APACS ** presidents, year 2014, visits and interviews in 10 alembic for a broader understanding of the field and a later restriction to 3 cases: Alfa, Beta and Gama, as well as data collection, through research, with its main actors. The analysis process involved the Critical Discourse Analysis in order to capture the discursive conceptions and the logics that permeate the field and direct both the discursive practices as the practices of the organizations. The publications analysis results from AMPAQ Journal "Cachaça com Notícias" revealed the presence of discourses that attempt to (re)invent the ideological and hegemonic meanings of cachaça. From the publications emerged three nuclei of discursive conceptions guided by three main hegemonic institutional logics, here denominated of: (i) Cachaça Product Quality Narrative - Market Logic Orders; (ii) Cachaça narrative as National Cultural Patrimony - Tradition Logic Orders; and (iii) Tributary and Environmental Requests Narrative - State Logic Orders. In addition, it was observed in the publications a recurrent tendency to the promotion of an exalting discourse of the cachaça as historical-cultural patrimony, typically Brazilian. The alembic cases analysis indicates that the field of artisanal cachaça in Minas Gerais is permeated by five main institutional logics (market, profession, State, community and family) that guide organizational strategies. We observe that, although there are five main institutional logics, the production and marketing practices are hegemonically directed by the market logic and incorporate new discourses and new practices, which encourage the use of new technologies and the production of quality cachaça, with the objective of modify the social imaginary in relation to cachaça in order to perceive it as a noble distillate that is part of the national culture. Thus, it is defended the thesis that the strategic and discursive practices of the producer organizations from artisanal cachaça in Minas Gerais are permeated by five dominant institutional logics (market, profession, State, community and family) and by hegemonic discourses that reflect the ideology quality, regulation, tradition and competitive market orders, and that such practices seek to (re)construct the ideological and hegemonic meanings around the cachaça and (re)signify its production, commercialization and consumption in contemporary society.