Reputação e capital social como influenciadores no funcionamento de uma rede de pequenos supermercados em Minas Gerais

Abstract

Over the years, direct competition between companies operating in the same sector has been gradually replaced by the establishment of cooperation networks that generate benefits and synergies between them by sharing resources, knowledge and information. Reputation becomes an intangible asset, an aggregating factor capable of generating results for companies, something that is directly related to an organization's identity, image and prestige. The general objective of this thesis was to characterize the influence of the reputation and social capital of associates / managers in the operation of a chain of small supermarkets in Minas Gerais. It is a qualitative and descriptive research, a case study whose object of analysis was: the associates / managers of the Delta Supermarket Chain (fictitious name). Data were collected through bibliographic review and semi-structured interviews, which were analyzed through qualitative content analysis, whose narrative was the research unit (interviewees' speech). The results showed that a good reputation improves the relationship between associates and that nobody wants to have any kind of relationship, personal or professional, with associates / managers or companies that have a bad reputation. To maintain a good reputation among partners, an associate must honor its financial commitments; be committed to the network; follow the rules / statute; participate in general meetings, assemblies, votes, etc .; buy from partner suppliers; be cooperative; and always be willing to help other members. With regard to social capital, its importance was recognized by the interviewees mainly when they mentioned aspects such as the satisfaction / appreciation given by them to the professional / personal relationships created between the associates; mutual respect and recognition between the parties; the exchange of information and experiences; resource sharing; loan of materials / products; cooperation; and the appreciation / recognition of collective action. It is concluded that the good reputation of the associates, together with the social capital built among them, were considered relevant for the maintenance of the joint operation of the Delta Supermarket Network.