Strategic entrepreneurship: observations from the practices of cachaça certification

Abstract

Purpose:

This work seeks to achieve two central goals: 1. identifying entrepreneurial praxis and understanding how they promote the involvement of different individuals in the certification of alembic cachaça and; 2. understanding how those praxis may entail changes in the strategies of an organization.

Originality/value:

The present discussion contributes to the debate regarding the fields of Entrepreneurship as Practice and Strategy as Practice, especially by exploring the gaps in both approaches through the theories of practice. Furthermore, the results serve as a reference for business development in the field of alembic cachaça.

Design/methodology/approach:

A case study was performed in an organization that manufactures alembic cachaça located in the state of Minas Gerais. For that matter, data were collected through interviews, observation rounds and documental sources that presented information on the dynamics of the actors involved (practitioners) regarding their engagement in cachaça certification practices. The data were collected through the method of thematic analysis.

Findings:

Results show that the practitioners in this organization were engaged in entrepreneurial practices for cachaça certification. Those activities also promoted significant changes in the productive and commercial practices previously established. Through the case studied, it was possible to understand the relationship between the webs of entrepreneurial praxis and the practices performed by the practitioners inside the organization as well as the engagement in other strategic practices, especially through the process of cachaça certification.