Consequências da ação organizacional sob a perspectiva de macromarketing: o mercado da morte

Detalhes bibliográficos
Autor(a) principal: Silva, Klaus Pereira da
Data de Publicação: 2016
Tipo de documento: Dissertação
Idioma: por
Título da fonte: Biblioteca Digital de Teses e Dissertações da UNIGRANRIO
Texto Completo: http://localhost:8080/tede/handle/tede/140
Resumo: Consequences of actions of the market are an issue increasingly present on the agendas of societies, States and organizations. Their effects can be observed in industries with large economic aggregate and largely studied, such as, pulp and paper, oil or tobacco. However, it is possible to extend this universe to less evident markets and often even neglected, for example, the funeral market (also called funeral services or death care services). Commonly death is not thought of in market context, but, in Brazil, this market moves more than R$ 1 billion annually and is growing. The market of death, consisting of practices of its agents, has characteristics that make up a marketing system creating consequences that not always are discussed in some studies focused on producer-consumer relationship. Therefore, the objective of this research study is to discuss the consequences originated in organizational practices in the market of death. Although vast literature about death can be found in fields such as medicine, nursing, history and anthropology and there are some studies focused on aspects related to market, the issue is still neglected in the field of administration, especially in the macromarketing perspective. Due to the scarcity of studies on the subject in the field of administration, it was adopted for this research study a qualitative strategy with content analysis method for the analysis of public documents and in-depth individual interviews with funeral agents in the market of Rio de Janeiro. The results reveal an ongoing market reform due to recent illegal in public service management. The reform conducted by the city produced changes in the market; however, still far from his best effects due to the concentration of power in the dealer agent. The unlawful consequences of the reform in progress and routine productive activity of agents have economic, environmental, cultural and health effects on society, especially the low-income population. The conclusion highlights the coexistence of religious cultural, legal and economic forces helping to shape the market, in a system that extends the reach of existing trade practices. The market system of death has two powerful agents. The first is the mourner, "the dead body owner". The second is the cemetery or crematorium that controls the final destination of the body. Between the two, there are morticians pressured by the government and cultural understandings of death, while fragile, vulnerable and ignorant customers become hostages of the system. Inequities and asymmetries of power between agents deepen negative social consequences. As emerging research contributions, a typology of market players and an operational framework for thinking about public policy are presented and possible public policies for the market of death are suggested to be explored in future research.
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spelling Barros, Denise FrancaBarros, Denise FrancaSauerbronn, João Felipe RammeltMattoso, Cecília Lima de QueirozSilva, Klaus Pereira da2017-02-13T13:13:41Z2016-02-18SILVA, Klaus Pereira da. Consequências da ação organizacional sob a perspectiva de macromarketing: o mercado da morte. 2016. 123 f. Dissertação (mestrado em Administração) – Universidade do Grande Rio “Prof. José de Souza Herdy”, Escola de Ciências Sociais e Aplicadas, Rio de Janeiro, 2016.http://localhost:8080/tede/handle/tede/140Consequences of actions of the market are an issue increasingly present on the agendas of societies, States and organizations. Their effects can be observed in industries with large economic aggregate and largely studied, such as, pulp and paper, oil or tobacco. However, it is possible to extend this universe to less evident markets and often even neglected, for example, the funeral market (also called funeral services or death care services). Commonly death is not thought of in market context, but, in Brazil, this market moves more than R$ 1 billion annually and is growing. The market of death, consisting of practices of its agents, has characteristics that make up a marketing system creating consequences that not always are discussed in some studies focused on producer-consumer relationship. Therefore, the objective of this research study is to discuss the consequences originated in organizational practices in the market of death. Although vast literature about death can be found in fields such as medicine, nursing, history and anthropology and there are some studies focused on aspects related to market, the issue is still neglected in the field of administration, especially in the macromarketing perspective. Due to the scarcity of studies on the subject in the field of administration, it was adopted for this research study a qualitative strategy with content analysis method for the analysis of public documents and in-depth individual interviews with funeral agents in the market of Rio de Janeiro. The results reveal an ongoing market reform due to recent illegal in public service management. The reform conducted by the city produced changes in the market; however, still far from his best effects due to the concentration of power in the dealer agent. The unlawful consequences of the reform in progress and routine productive activity of agents have economic, environmental, cultural and health effects on society, especially the low-income population. The conclusion highlights the coexistence of religious cultural, legal and economic forces helping to shape the market, in a system that extends the reach of existing trade practices. The market system of death has two powerful agents. The first is the mourner, "the dead body owner". The second is the cemetery or crematorium that controls the final destination of the body. Between the two, there are morticians pressured by the government and cultural understandings of death, while fragile, vulnerable and ignorant customers become hostages of the system. Inequities and asymmetries of power between agents deepen negative social consequences. As emerging research contributions, a typology of market players and an operational framework for thinking about public policy are presented and possible public policies for the market of death are suggested to be explored in future research.Consequências da ação de mercado são cada vez mais presentes nas agendas das sociedades, Estados e organizações. Seus efeitos podem ser observados em indústrias com grande agregação econômica e muito estudadas, como a de papel e celulose, petrolífera ou tabagista. Contudo, é possível ampliar este universo de estudo sobre mercados menos evidentes e muitas vezes até negligenciados como, por exemplo, o mercado funerário (também chamado fúnebre ou da morte). Comumente a morte não é pensada em contexto de mercado mas, no Brasil, este mercado movimenta mais de R$ 1 bilhão ao ano e está em crescimento. O mercado da morte, constituído por práticas dos seus agentes, possui características que configuram um sistema de marketing gerador de consequências nem sempre aparentes em alguns estudos centrados na relação produtor-consumidor. Assim, o objetivo desta pesquisa é discutir as consequências originadas nas práticas organizacionais no mercado da morte. Embora seja vasta a literatura sobre a morte em campos como medicina, enfermagem, história e antropologia e existam alguns estudos voltados para aspectos relacionados a mercado, o tema ainda é negligenciado no campo da administração, sobretudo com uma perspectiva de macromarketing. Devido à escassez de estudos sobre o tema no campo da administração, adotou-se para esta pesquisa uma estratégia qualitativa com o método análise de conteúdo para tratamento de documentos públicos e entrevistas pessoais em profundidade realizadas com os próprios agentes no mercado da cidade do Rio de Janeiro. Os resultados revelam uma reforma de mercado em curso, devido aos recentes ilícitos na gestão do serviço público. A reforma conduzida pela prefeitura produziu alterações no mercado; porém, segue distante dos seus melhores efeitos devido à concentração de poder no agente concessionário. Consequências dos ilícitos, da reforma em progresso e da atividade produtiva rotineira dos agentes têm efeitos econômicos, ambientais, culturais e para a saúde que recaem sobre a sociedade, sobretudo a população de baixa renda. Dentre as conclusões, destaca-se a coexistência das forças culturais religiosas, legais e econômicas contribuindo para moldar o mercado em um sistema que se estende pelo alcance das práticas de trocas existentes. O sistema de mercado da morte possui dois agentes poderosos. O primeiro é o enlutado, “dono do corpo falecido”. O segundo é o cemitério ou crematório que controla o destino final do corpo. Entre os dois, encontram-se agências funerárias pressionadas pelo poder público e por entendimentos culturais da morte, enquanto clientes fragilizados, vulneráveis e ignorantes tornam-se reféns do sistema. As iniquidades e assimetrias de poder entre os agentes aprofundam consequências sociais negativas. Como contribuições emergentes da pesquisa, apresenta-se uma tipologia de agentes de mercado, um quadro operacional para se pensar políticas públicas e indica-se possíveis políticas públicas para o mercado da morte a serem exploradas em futuras pesquisas.Submitted by Janser dos Santos Nascimento (janser.nascimento@unigranrio.com.br) on 2017-02-13T13:13:41Z No. of bitstreams: 2 license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Klaus Pereira da Silva.pdf: 2184032 bytes, checksum: 68950dfa80e31247b8ce5def3f1136ef (MD5)Made available in DSpace on 2017-02-13T13:13:41Z (GMT). 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dc.title.por.fl_str_mv Consequências da ação organizacional sob a perspectiva de macromarketing: o mercado da morte
title Consequências da ação organizacional sob a perspectiva de macromarketing: o mercado da morte
spellingShingle Consequências da ação organizacional sob a perspectiva de macromarketing: o mercado da morte
Silva, Klaus Pereira da
Administração
Marketing
ADMINISTRAÇÃO
title_short Consequências da ação organizacional sob a perspectiva de macromarketing: o mercado da morte
title_full Consequências da ação organizacional sob a perspectiva de macromarketing: o mercado da morte
title_fullStr Consequências da ação organizacional sob a perspectiva de macromarketing: o mercado da morte
title_full_unstemmed Consequências da ação organizacional sob a perspectiva de macromarketing: o mercado da morte
title_sort Consequências da ação organizacional sob a perspectiva de macromarketing: o mercado da morte
author Silva, Klaus Pereira da
author_facet Silva, Klaus Pereira da
author_role author
dc.contributor.advisor1.fl_str_mv Barros, Denise Franca
dc.contributor.referee1.fl_str_mv Barros, Denise Franca
dc.contributor.referee2.fl_str_mv Sauerbronn, João Felipe Rammelt
dc.contributor.referee3.fl_str_mv Mattoso, Cecília Lima de Queiroz
dc.contributor.author.fl_str_mv Silva, Klaus Pereira da
contributor_str_mv Barros, Denise Franca
Barros, Denise Franca
Sauerbronn, João Felipe Rammelt
Mattoso, Cecília Lima de Queiroz
dc.subject.por.fl_str_mv Administração
Marketing
topic Administração
Marketing
ADMINISTRAÇÃO
dc.subject.cnpq.fl_str_mv ADMINISTRAÇÃO
description Consequences of actions of the market are an issue increasingly present on the agendas of societies, States and organizations. Their effects can be observed in industries with large economic aggregate and largely studied, such as, pulp and paper, oil or tobacco. However, it is possible to extend this universe to less evident markets and often even neglected, for example, the funeral market (also called funeral services or death care services). Commonly death is not thought of in market context, but, in Brazil, this market moves more than R$ 1 billion annually and is growing. The market of death, consisting of practices of its agents, has characteristics that make up a marketing system creating consequences that not always are discussed in some studies focused on producer-consumer relationship. Therefore, the objective of this research study is to discuss the consequences originated in organizational practices in the market of death. Although vast literature about death can be found in fields such as medicine, nursing, history and anthropology and there are some studies focused on aspects related to market, the issue is still neglected in the field of administration, especially in the macromarketing perspective. Due to the scarcity of studies on the subject in the field of administration, it was adopted for this research study a qualitative strategy with content analysis method for the analysis of public documents and in-depth individual interviews with funeral agents in the market of Rio de Janeiro. The results reveal an ongoing market reform due to recent illegal in public service management. The reform conducted by the city produced changes in the market; however, still far from his best effects due to the concentration of power in the dealer agent. The unlawful consequences of the reform in progress and routine productive activity of agents have economic, environmental, cultural and health effects on society, especially the low-income population. The conclusion highlights the coexistence of religious cultural, legal and economic forces helping to shape the market, in a system that extends the reach of existing trade practices. The market system of death has two powerful agents. The first is the mourner, "the dead body owner". The second is the cemetery or crematorium that controls the final destination of the body. Between the two, there are morticians pressured by the government and cultural understandings of death, while fragile, vulnerable and ignorant customers become hostages of the system. Inequities and asymmetries of power between agents deepen negative social consequences. As emerging research contributions, a typology of market players and an operational framework for thinking about public policy are presented and possible public policies for the market of death are suggested to be explored in future research.
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dc.identifier.citation.fl_str_mv SILVA, Klaus Pereira da. Consequências da ação organizacional sob a perspectiva de macromarketing: o mercado da morte. 2016. 123 f. Dissertação (mestrado em Administração) – Universidade do Grande Rio “Prof. José de Souza Herdy”, Escola de Ciências Sociais e Aplicadas, Rio de Janeiro, 2016.
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identifier_str_mv SILVA, Klaus Pereira da. Consequências da ação organizacional sob a perspectiva de macromarketing: o mercado da morte. 2016. 123 f. Dissertação (mestrado em Administração) – Universidade do Grande Rio “Prof. José de Souza Herdy”, Escola de Ciências Sociais e Aplicadas, Rio de Janeiro, 2016.
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