Cachaça production and market strategy: a realistic constructivist approach
DOI:
https://doi.org/10.5007/2175-8077.2020.e78372Abstract
This article has as main objective to understand the construction of the strategic practices of artisanal production and market insertion of an organization producing organic cachaça from the ontological foundations of the realist constructivist approach. For this, the case study method was used. This methodological choice allowed the application of the analysis framework that addresses the overlap between macro and micro social contexts, praxis, practices and practitioners involved in building the strategy of the production and market strategies of a small organization producing organic cachaça. The results show the reflective capacity of practitioners to combine traditional and technical-scientific knowledge and market practices (representation, rules and exchanges). Finally, the article ratifies the relevance of contextualization (micro and macrosocial) for studies of strategy as a social practice.
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