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

• 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
• topic: Administração; Marketing; ADMINISTRAÇÃO

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.