Movimento cultural nos estudos organizacionais: uma abordagem interdisciplinar focada no consumo e na globalização

Abstract

Este artigo revê e analisa o movimento 'cultural' em estudos organizacionais (EO) iniciado nos anos de 1990 no Brasil sob uma abordagem focada em consumo e globalização. Por meio dessa abordagem interdisciplinar os autores mostram que (a) as áreas de organizações, estratégia e marketing têm uma raiz histórica comum - a legitimação das grandes empresas - que ficou mais problemática no contexto da globalização. Por isso é argumentado que pesquisadores de EO no Brasil deveriam reconhecer, ao invés de desprezar, a dimensão do consumo. Os autores argumentam que tanto o desprezo da área de EO pelo âmbito do consumo quanto o movimento cultural parecem ser explicados pela expansão da academia na área de administração no contexto da globalização e pelo interesse das grandes corporações de camuflar a crescente assimetria entre os âmbitos da produção e do consumo. No final os autores destacam algumas implicações dessa abordagem para a promoção de interdisciplinaridade e para a relevância local do conhecimento.<br>This paper reviews and analyzes the "cultural" movement in organizational studies (OS), which began in Brazil in the 1990's under an approach that focused on consumption and globalization. What the authors are trying to tell through this interdisciplinary approach is that organizational, strategic and marketing areas have a common historical origin - legitimation of big companies - that became more problematic in the context of globalization. For this reason, it is said that OS researchers in Brazil should recognize the consumption dimension, instead of suppressing it. The authors argue that the suppression of consumption dimension by the OS area as well as cultural movement seem to be explained by the expansion of the management academy and by the interest that big companies have in hiding the increasing asymmetry between the domains of production and consumption in the context of globalization. In the end, the authors point out some implications of this approach for the promotion of interdisciplinarity and the local relevance of knowledge

“Symbolic Territories of Identity”, Geeks: Fantasy and Fiction Consumption in the Construction of Collective Identities in an Urban Tribe

“…Theoretical articulations between consumption studies and organizational research are possible and necessary (Faria & Guedes, 2005). Knights & Morgan (1993) weighed that organizational studies fail in neglecting the consumption research field.…”

“…Arnould et al (2019) highlighted that CCT can be a research field focused on complexities of the consumer culture, since it is connected to other social sciences fields, such as Anthropology and Sociology. The approximation between organizational studies (OS) and the consumption dimension is addressed by Faria and Guedes (2005), who encourage inquires about the distancing between these two fields; they argue that consumer groups deserve to be treated as organizations and suggest that "the consumer market must be approached by the organization studies field in Brazil…" (p. 8). Similarly, Arnould et al (2019) point towards other fields that also have the opportunity to dialogue with CCT: interaction with industries, entrepreneurs and other institutions, ecosystems and business legitimacy, innovations and new business models, supply chain, among others.…”