O processo criativo de chefs brasileiros como estratégia de competitividade: um estudo multicasos

• Ano de defesa: 2017
• Autor(a) principal: LOPES, Mariana da Silva
• Orientador(a): Gimenes, Maria Henriqueta Sperandio Garcia
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Anhembi Morumbi
• Programa de Pós-Graduação: Programa de Pós-Graduação Mestrado Profissional em Administração Gestão em Alimentos e Bebidas
• Departamento: Universidade Anhembi Morumbi::Diretoria de Pesquisa e Pós-graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: Hotelaria; Alimentos e Bebidas; Criatividade; Competitividade; Cozinha contemporânea.
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS
• Resumo em Inglês: The gastronomy allied with creativity elevates the cuisine of the habitual activity of feeding on an intellectual and sensorial level, considering its application by the chefs as a proposal of experience unheard of for its clients. The search for these exclusive experiences establishes for the restaurants and their respective chefs a competitive differential that transfers these establishments to a high category to the sector. The research problem that guided this dissertation was defined as: what influences the creative process of Brazilian chefs in the design and competitiveness of their restaurants? In turn, the general objective was to investigate the empirical evidences regarding the possible influences that the creative process of Brazilian chefs exert in the conception and the competitiveness of its restaurants. Specifically, this dissertation sought to: contextualize the scenario of the food and beverage segment in the city of São Paulo, paying special attention to restaurants of the upscale contemporary category; understand the stages and dynamics of creative processes, especially those related to the universe of gastronomy; discuss the creative process in restaurants under the prism of service competitiveness; and to investigate the creative process of prominent Brazilian chefs in contemporary cuisine, trying to understand how it interferes in the definition of the menu and the competitiveness of its restaurants. Therefore, this work was based on a qualitative strategy carried out through a multiple case study, according to the premises of Yin (2005). The bibliographical survey, the documentary research, the semi-structured interview, and the non-participant observation were used as data collection strategies. And after analyzing the data collected, it can be concluded that creativity exerts a direct influence on the competitiveness of upscale restaurants, mainly in terms of public recognition and, consequently, financial return.
• Link de acesso: http://sitios.anhembi.br/tedesimplificado/handle/TEDE/1751

The gastronomy allied with creativity elevates the cuisine of the habitual activity of feeding on an intellectual and sensorial level, considering its application by the chefs as a proposal of experience unheard of for its clients. The search for these exclusive experiences establishes for the restaurants and their respective chefs a competitive differential that transfers these establishments to a high category to the sector. The research problem that guided this dissertation was defined as: what influences the creative process of Brazilian chefs in the design and competitiveness of their restaurants? In turn, the general objective was to investigate the empirical evidences regarding the possible influences that the creative process of Brazilian chefs exert in the conception and the competitiveness of its restaurants. Specifically, this dissertation sought to: contextualize the scenario of the food and beverage segment in the city of São Paulo, paying special attention to restaurants of the upscale contemporary category; understand the stages and dynamics of creative processes, especially those related to the universe of gastronomy; discuss the creative process in restaurants under the prism of service competitiveness; and to investigate the creative process of prominent Brazilian chefs in contemporary cuisine, trying to understand how it interferes in the definition of the menu and the competitiveness of its restaurants. Therefore, this work was based on a qualitative strategy carried out through a multiple case study, according to the premises of Yin (2005). The bibliographical survey, the documentary research, the semi-structured interview, and the non-participant observation were used as data collection strategies. And after analyzing the data collected, it can be concluded that creativity exerts a direct influence on the competitiveness of upscale restaurants, mainly in terms of public recognition and, consequently, financial return.