Uma questão de estilo: Compreendendo a articulação entre ação e estruturas na constituição de estratégia em empresas do campo da moda

• Ano de defesa: 2007
• Autor(a) principal: Jose Coelho de Andrade Albino
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal de Minas Gerais; UFMG
• Palavras-chave em Português: Inovação; Estratégia; Moda; Competências essenciais; Estilo; Planejamento empresarial; Moda Estilo; Administração; Desenvolvimento organizacional
• Link de acesso: http://hdl.handle.net/1843/CSPO-72ZL2J

The aim of this research is to create an explanatory theory about the articulation between action and structures in the process of strategy constitution in the fashion field. This study reflects an ontological concern. It focuses on extending current theoretical patterns in the field of strategy, and intend to obtain analytic generalizion. A triangulation of methods was used: incorporated multiple cases, extend case method, grounded theory, ethnography, and laddering method. The Strategy as Practice approach was used as sensitizing concept. This approach is supported by Giddenss structuration theory and Bourdieus practice theory. Themultiple dimensions of the analysis were taken into account, and emphasis was given to the importance of studying the individuals, their interactions, their tools and routines used for that matter. Peoples performance and praxis when interacting strategically, and the companysperformance were also taken into consideration. This research was aimed at reuniting content and process horizontally, and at integrating macro and micro approaches vertically. There was also a historical, longitudinal, and processual approach involving follow up events in realtime. The companies and designers taking part in this study were: Gabriela Demarco Elvira Matilde company; Ronaldo Fraga; Tereza Santos Patachou and Tereza Santos company; Renato Loureiro; Martielo Toledo; Victor Dzenk; Luis Cláudio da Silva Apartamento 3company; Ronieri Ferreira Patogê company. The outcome shows the concept of style as a core competence, which results from the temporary synthesis of several processes, such as knowledge management, network management, branding, innovation, and organizationallearning. It also includes mobilization and usage of resources, which should be seen as economic, social, cultural and symbolic capital. In the process of constituting the enterprises strategy in the fashion field, identity, strategy, and position co-produce each other, resulting inthe positionment the enterprise in the fashion field. In this theoretical context, strategy should be seen as a result of an emergent process of undertaking position, objectified by a managerial style. As a solution to a commitment between field and habitus, the strategy produces anintentional and innovative (or not) action in a given situation. Companys identities are path dependent and the consistency its actions in a long term strengthens (or not) its position in relation to its competitors.