Varig and Brazil between national development and global competitiveness
Autor(a) principal: | |
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Data de Publicação: | 2007 |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Civitas - Revista de Ciências Sociais (Porto Alegre. Online) |
Texto Completo: | https://revistaseletronicas.pucrs.br/index.php/civitas/article/view/2036 |
Resumo: | In this article I aim to develop a sociological approach to the firm, based in the notion that it is a social actor that (re)produces values, culture, forms of sociability and power relations in its interaction with society. I analyse the strategies pursued by Varig airlines in two different periods of brazilian economic history: the 1960s-70s and the 1990s. By analyzing some of the firm’s publications (Anual Board of Directors Reports and publications aimed at the employees), I show that in the first period, the discourses are focused on a view of the enterprise “serving the country”, as well as on a “Great Varig” identity, consistent with the “Great Brazil” project that marked that period of the country´s economic development. In the second period under analysis, a lean company identity comes to the fore, along with a “global competitiveness” immagery. In this moment, strategies such as personnel downsizing, concentration of the operations in the most rentable niches and the search for participation in global alliances are pursued In the final part, I discuss the relationship between these strategies and the crisis that struck the firm, causing it to almost stop its activities in 2006. |
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Varig and Brazil between national development and global competitivenessA Varig e o Brasil entre o desenvolvimento nacional e a competitividade globalFirm strategies. Firm and society. Air transport industry. Varig.Estratégias empresariais. Empresa e sociedade. Aviação comercial. Varig.In this article I aim to develop a sociological approach to the firm, based in the notion that it is a social actor that (re)produces values, culture, forms of sociability and power relations in its interaction with society. I analyse the strategies pursued by Varig airlines in two different periods of brazilian economic history: the 1960s-70s and the 1990s. By analyzing some of the firm’s publications (Anual Board of Directors Reports and publications aimed at the employees), I show that in the first period, the discourses are focused on a view of the enterprise “serving the country”, as well as on a “Great Varig” identity, consistent with the “Great Brazil” project that marked that period of the country´s economic development. In the second period under analysis, a lean company identity comes to the fore, along with a “global competitiveness” immagery. In this moment, strategies such as personnel downsizing, concentration of the operations in the most rentable niches and the search for participation in global alliances are pursued In the final part, I discuss the relationship between these strategies and the crisis that struck the firm, causing it to almost stop its activities in 2006.Neste artigo desenvolve-se uma abordagem sociológica da empresa, com base na noção de que ela é um ator social que (re)produz valores, cultura, formas de sociabilidade e relações de poder, em sua interação com a sociedade. O estudo aborda as estratégias de que a Varig lançou mão em dois contextos distintos da história econômica brasileira: entre os anos 1960 e 70 e durante os anos 1990. Através da análise de publicações produzidas pela empresa (relatórios da diretoria e publicações dirigidas aos funcionários), mostra-se que, no primeiro período, os discursos da empresa convergem para uma visão de “empresa a serviço do país”, assim como buscam uma identidade de “Varig grande”, dentro do projeto de “Brasil grande” que marcou aquela fase do desenvolvimento econômico brasileiro. No segundo período analisado, ganha força um imaginário de “empresa enxuta”, que busca se adequar a uma estratégia de “competitividade global”. Neste momento, ganham ascendência estratégias como a redução do número de funcionários, o enxugamento das operações e a concentração nos nichos mais rentáveis, assim como a inserção em alianças globais do setor. Ao final do artigo, é feita uma reflexão sobre a relação destas estratégias com a crise que atingiu a empresa, levando-a à quase paralisação das atividades, em 2006.Editora da Pucrs - ediPUCRS2007-10-17info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://revistaseletronicas.pucrs.br/index.php/civitas/article/view/203610.15448/1984-7289.2007.1.2036Civitas: journal of Social Sciences; Vol. 7 No. 1 (2007): The business world and the social question; 35-58Civitas: revista de Ciências Sociais; Vol. 7 Núm. 1 (2007): O mundo empresarial e a questão social; 35-58Civitas: revista de Ciências Sociais; v. 7 n. 1 (2007): O mundo empresarial e a questão social; 35-581984-72891519-608910.15448/1984-7289.2007.1reponame:Civitas - Revista de Ciências Sociais (Porto Alegre. Online)instname:Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS)instacron:PUC_RSporhttps://revistaseletronicas.pucrs.br/index.php/civitas/article/view/2036/1537Copyright (c) 2016 Civitas - Revista de Ciências Sociaishttps://creativecommons.org/licenses/by-nc-nd/4.0info:eu-repo/semantics/openAccessMonteiro, Cristiano Fonseca2016-08-29T20:48:26Zoai:ojs.revistaseletronicas.pucrs.br:article/2036Revistahttps://revistaseletronicas.pucrs.br/index.php/civitas/oaiPRIhttp://revistaseletronicas.pucrs.br/ojs/index.php/civitas/oaicivitas@pucrs.br1984-72891519-6089opendoar:2016-08-29T20:48:26Civitas - Revista de Ciências Sociais (Porto Alegre. Online) - Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS)false |
dc.title.none.fl_str_mv |
Varig and Brazil between national development and global competitiveness A Varig e o Brasil entre o desenvolvimento nacional e a competitividade global |
title |
Varig and Brazil between national development and global competitiveness |
spellingShingle |
Varig and Brazil between national development and global competitiveness Monteiro, Cristiano Fonseca Firm strategies. Firm and society. Air transport industry. Varig. Estratégias empresariais. Empresa e sociedade. Aviação comercial. Varig. |
title_short |
Varig and Brazil between national development and global competitiveness |
title_full |
Varig and Brazil between national development and global competitiveness |
title_fullStr |
Varig and Brazil between national development and global competitiveness |
title_full_unstemmed |
Varig and Brazil between national development and global competitiveness |
title_sort |
Varig and Brazil between national development and global competitiveness |
author |
Monteiro, Cristiano Fonseca |
author_facet |
Monteiro, Cristiano Fonseca |
author_role |
author |
dc.contributor.author.fl_str_mv |
Monteiro, Cristiano Fonseca |
dc.subject.por.fl_str_mv |
Firm strategies. Firm and society. Air transport industry. Varig. Estratégias empresariais. Empresa e sociedade. Aviação comercial. Varig. |
topic |
Firm strategies. Firm and society. Air transport industry. Varig. Estratégias empresariais. Empresa e sociedade. Aviação comercial. Varig. |
description |
In this article I aim to develop a sociological approach to the firm, based in the notion that it is a social actor that (re)produces values, culture, forms of sociability and power relations in its interaction with society. I analyse the strategies pursued by Varig airlines in two different periods of brazilian economic history: the 1960s-70s and the 1990s. By analyzing some of the firm’s publications (Anual Board of Directors Reports and publications aimed at the employees), I show that in the first period, the discourses are focused on a view of the enterprise “serving the country”, as well as on a “Great Varig” identity, consistent with the “Great Brazil” project that marked that period of the country´s economic development. In the second period under analysis, a lean company identity comes to the fore, along with a “global competitiveness” immagery. In this moment, strategies such as personnel downsizing, concentration of the operations in the most rentable niches and the search for participation in global alliances are pursued In the final part, I discuss the relationship between these strategies and the crisis that struck the firm, causing it to almost stop its activities in 2006. |
publishDate |
2007 |
dc.date.none.fl_str_mv |
2007-10-17 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://revistaseletronicas.pucrs.br/index.php/civitas/article/view/2036 10.15448/1984-7289.2007.1.2036 |
url |
https://revistaseletronicas.pucrs.br/index.php/civitas/article/view/2036 |
identifier_str_mv |
10.15448/1984-7289.2007.1.2036 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://revistaseletronicas.pucrs.br/index.php/civitas/article/view/2036/1537 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2016 Civitas - Revista de Ciências Sociais https://creativecommons.org/licenses/by-nc-nd/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2016 Civitas - Revista de Ciências Sociais https://creativecommons.org/licenses/by-nc-nd/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Editora da Pucrs - ediPUCRS |
publisher.none.fl_str_mv |
Editora da Pucrs - ediPUCRS |
dc.source.none.fl_str_mv |
Civitas: journal of Social Sciences; Vol. 7 No. 1 (2007): The business world and the social question; 35-58 Civitas: revista de Ciências Sociais; Vol. 7 Núm. 1 (2007): O mundo empresarial e a questão social; 35-58 Civitas: revista de Ciências Sociais; v. 7 n. 1 (2007): O mundo empresarial e a questão social; 35-58 1984-7289 1519-6089 10.15448/1984-7289.2007.1 reponame:Civitas - Revista de Ciências Sociais (Porto Alegre. Online) instname:Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS) instacron:PUC_RS |
instname_str |
Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS) |
instacron_str |
PUC_RS |
institution |
PUC_RS |
reponame_str |
Civitas - Revista de Ciências Sociais (Porto Alegre. Online) |
collection |
Civitas - Revista de Ciências Sociais (Porto Alegre. Online) |
repository.name.fl_str_mv |
Civitas - Revista de Ciências Sociais (Porto Alegre. Online) - Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS) |
repository.mail.fl_str_mv |
civitas@pucrs.br |
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1799128804954734592 |