DSpace Communidade:

Vestindo competitividade com técnicas de marketing : analisando como as técnicas de marketing se relacionam com a competitividade das PMEs do Polo de Moda Itabaianinha/SE

2026-09-28T00:00:00Z

Título: Vestindo competitividade com técnicas de marketing : analisando como as técnicas de marketing se relacionam com a competitividade das PMEs do Polo de Moda Itabaianinha/SE Autor(es): Souza, Phellipe Ramon Menezes Abstract: Small and Medium-Sized Enterprises play a significant role in economic and social development, particularly through employment generation, income creation, and the stimulation of local economies. Despite their importance, they face resource constraints and increasing competitive challenges, making marketing techniques a strategic element for their survival, especially when examined within Local Productive Arrangements, where geographical proximity and cooperative relationships can enhance outcomes. The main objective of this dissertation was to analyze how the marketing techniques adopted by Small and Medium-Sized Enterprises in the Polo Moda Itabaianinha, Sergipe, relate their competitiveness. To this end, a sequential research design consisting of two interconnected studies was adopted. The first stage, of a theoretical nature, was conducted through an Integrative Systematic Literature Review, which analyzed 65 articles and organized the evidence into four analytical categories: marketing innovation, digital transformation, customer orientation, and sustainable marketing, interpreted as organizational capabilities that strengthen competitiveness. In the second stage, of a theoretical-empirical nature, a survey was conducted with managers and owners of Small and Medium-Sized Enterprises in the Polo Moda Itabaianinha, Sergipe, using a sample of 51 firms selected from the 89 active members of the sector's representative association. The data were analyzed using Partial Least Squares Structural Equation Modeling to test the association between marketing techniques related to marketing innovation, relationship marketing, network cooperation, and social media marketing, and organizational competitiveness. The results showed that the network cooperation construct exhibited a statistically positive association with competitiveness (β = 0.53; p < 0.001), whereas marketing innovation, relationship marketing, and social media marketing did not present sufficient evidence. The model explained 63% of the variance in competitiveness (R² = 0.63). The findings reinforce competitiveness as a multidimensional phenomenon and highlight the central role of interorganizational cooperation for Small and Medium-Sized Enterprises operating within Local Productive Arrangements, providing theoretical contributions to the field of marketing as well as managerial and public policy implications aimed at strengthening the competitiveness of these organizations.

Ambidestria organizacional na gestão pública : equilibrando inovação e eficiência operacional no Instituto Federal de Educação, Ciência e Tecnologia de Sergipe (IFS)!?

2026-08-24T00:00:00Z

Título: Ambidestria organizacional na gestão pública : equilibrando inovação e eficiência operacional no Instituto Federal de Educação, Ciência e Tecnologia de Sergipe (IFS)!? Autor(es): Paim, Rodrigo Diego Gois Abstract: This study aimed to investigate how the Federal Institute of Education, Science and Technology of Sergipe (IFS) balances exploration and exploitation, the central dimensions of organizational ambidexterity. Exploration was understood as the pursuit of new knowledge, experimentation, learning, and institutional adaptation, whereas exploitation was associated with the improvement of existing processes, operational efficiency, standardization, control, and continuity in the provision of public educational services. The research adopted a qualitative, descriptive, and exploratory approach and was designed as an embedded single-case study, with the Rector’s Office, Aracaju Campus, and Propriá Campus as its subunits of analysis. Data were collected through semi-structured interviews and document analysis, encompassing institutional and normative documents, management reports, resolutions, and meeting minutes. Content analysis, conducted with the support of ATLAS.ti, enabled the cross-analysis of evidence from interviews and documents. The results indicate that ambidexterity at IFS is not predominantly manifested through disruptive innovations or separate structures dedicated to innovation and efficiency, but rather through incremental, collaborative, and adaptive practices developed in the day-to-day activities of administrative and educational management. Exploration was identified in practices involving cooperation and institutional articulation, organizational learning, technological and administrative modernization, and adaptation in response to constraints. Exploitation, in turn, was manifested through operational efficiency, control and monitoring, institutional governance, process standardization, and adaptive bureaucracy. It is concluded that, at IFS, ambidexterity can be understood as a situated institutional capability built upon the organization’s concrete operating conditions and the articulation between stability and adaptation, systemic coordination and local autonomy, and control and learning. As a theoretical contribution, the study broadens the understanding of ambidexterity in public educational contexts by demonstrating that its operationalization can occur through incremental, collaborative, and adaptive practices conditioned by institutional constraints and by tensions between systemic coordination and local autonomy. As a practical contribution, the study proposes guidelines for operationalizing ambidexterity at IFS, whose elements may support reflection and further research in other public educational contexts with similar characteristics.

Empreendedorismo cultural e a comunidade quilombola: um estudo no território Mussuca em Sergipe

2026-07-07T00:00:00Z

Título: Empreendedorismo cultural e a comunidade quilombola: um estudo no território Mussuca em Sergipe Autor(es): Silva, Kácia Vieira Martins Abstract: Research on Cultural Entrepreneurship (CE) has been valued for its approach, which differs from traditional entrepreneurship, particularly regarding cultural appreciation and preservation; the production of symbolic value; social and community impact; and sustainability. In the field of cultural entrepreneurship, culture acts as an economic and social engine, enabling the creation of opportunities to stimulate the growth of territories and their inhabitants. The territory, then, is understood not only as a physical space, but as a dynamic environment of social, historical, and symbolic relations, marked by the articulation of growth strategies that structure bonds of belonging and solidarity. Quilombola traditions are part of this environment due to their cultural resistance within the territories, through the diverse cultural manifestations represented by language, religion, the use of medicinal herbs, dances, cuisine, crafts, among others. Thus, this dissertation aims to analyze how entrepreneurial activities within the territory of the Mussuca Quilombola Community align with cultural entrepreneurship. The research highlights the relevance of CE for cultural appreciation, sustainable development, and the autonomy of quilombola communities. This dissertation addresses the concepts of cultural entrepreneurship, territory, and the relationship between these two themes for local development, discussed within the context of the Quilombola community. The methodological approach is structured as qualitative research using a case study methodology. Data collection techniques will include semi-structured interviews and non-participant direct observation, and the data will be analyzed through narrative analysis. The main results indicate that the Mussuca quilombola community possesses a diverse cultural landscape, where cultural practices carried out within the quilombola territory are transmitted from generation to generation, thus driving cultural entrepreneurship. However, there is a lack of public policies and governmental support directed towards meeting the community's demands regarding education, income generation, employment, and enhancing community-based tourism. This dissertation hopes to contribute to the advancement of studies in Cultural Entrepreneurship in relation to the territory within the quilombo context, and to guide the creation of public policies that promote Mussuca, addressing the perspectives of cultural and sustainable practices. Furthermore, it proposes new challenges by conceiving a construction of social experience related to the studies of Administration, and cultural entrepreneurship in particular.

Entre ebós e abraços: expressões da vida social organizada em um terreiro de Umbanda

2026-02-27T00:00:00Z

Título: Entre ebós e abraços: expressões da vida social organizada em um terreiro de Umbanda Autor(es): Alves, Ártemis de Araujo Abstract: This dissertation analyzes how organized social life manifests in an Umbanda terreiro, based on an ethnographic study conducted at Caminho da Flecha, located in Aracaju, Brazil. Grounded in the concept of organized social life, the study challenges traditional views of organization restricted to formal institutions, highlighting everyday, ritual, affective, and mnemonic practices as legitimate forms of collective organization. The research adopts ethnography as its methodological approach, combining participant observation, field notes, and semi-structured interviews with community members, while acknowledging the researcher’s positionality as a participant. The findings show that rituals structure roles, temporalities, and hierarchies; that ordinary forms of management sustain care, belonging, and social bonds; and that memory—ancestral, embodied, and performative—acts as a central organizing force, transmitted through dreams, storytelling, and oral traditions. By situating the terreiro as an analytical locus, the study contributes to organizational studies by expanding the notion of organization, challenging hegemonic epistemologies, and legitimizing Afro-centered knowledges historically marginalized, affirming the terreiro as a social, political, and epistemological space of resistance and life-making.