Banca de DEFESA: WILLAMS PEREIRA LOPES

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : WILLAMS PEREIRA LOPES
DATE: 23/05/2022
TIME: 14:00
LOCAL: GOOGLE MEET
TITLE:

Proposals for Marketing Strategies to Enhance the Products of Geographical Indications of Alagoas

KEY WORDS:

Geographical Indication, Product Appreciation, Marketing Strategies

PAGES: 123
BIG AREA: Ciências Sociais Aplicadas
AREA: Administração
SUMMARY:

Marketing products in a structured and continuous way is one of the major bottlenecks encountered by holders of geographical indication (GI) registrations in Brazil. Based on the research question about how to structure marketing strategies to enhance the value of GI products from Alagoas, it was observed that there is no structured method to support the marketing of products or defined commercial strategies that help local GIs in their initiatives to access markets. The general objective of this study is to structure marketing strategies to valorize products from geographical indications in Alagoas. To achieve it, specific objectives are pointed out to identify perceptions of actors of the support ecosystem about the most appropriate model to enhance results, to verify the existing difficulties in the production chains and opportunities for inference of strategic actions, generating recommendations to assist in the dissemination of GI and its products. The research has an applied nature and uses the abductive method. Its approach is qualitative and has an exploratory objective, using as research methods the meta-study; data collection via survey; action research and Design Science research. The data were collected by means of bibliographic and documentary research and intensive and extensive direct observation, which were treated by means of content analysis. The results show that there is a destructuring of local governance, which significantly impacts market access and commercial promotion, causing weakened positioning. There is no structured public policy that encourages the GIs as a real strategy for territorial development and this reflects a weakened entrepreneurial ecosystem, based on only one or two agents, generating overload and limitation of economic-financial investments to support the productive groups. Still, there is no professionalization of business management in the GIs, especially in the commercial area, revealing empirical market performance, as well as high technical and financial dependence of the less structured groups. Finally, 04 main recommendations were obtained for the agents that integrate this business environment: strengthening the business environment to enhance the GI; professionalization of business management; marketing planning; and dissemination, communication of attributes and focused and active sales.

BANKING MEMBERS:
Presidente - 1454996 - LUCIANA PEIXOTO SANTA RITA
Interna - 2120992 - SILVIA BEATRIZ BEGER UCHOA
Externa à Instituição - HULDA OLIVEIRA GIESBRECHT
Externo à Instituição - FRED LEITE SIQUEIRA CAMPOS - UFSC