Situated analysis of the business plan in Spanish and Portuguese: Entrepreneurs, faculty and students’ perspectives

Detalhes bibliográficos
Autor(a) principal: Navarro, Federico
Data de Publicação: 2015
Tipo de documento: Artigo
Idioma: spa
Título da fonte: Calidoscópio (Online)
Texto Completo: https://revistas.unisinos.br/index.php/calidoscopio/article/view/cld.2015.132.05
Resumo: The business plan has been widely included in the curricula of economics degrees and is key to business practice worldwide. However, it has not been studied as a genre yet, possibly due to restrictions in its social, spatial, and temporal circulation, neither are there accounts of the genre in Spanish and Portuguese, despite its relevance to cooperation and productive development in the MERCOSUR region. Based on qualitative analysis of textbooks and interviews with writers from Argentina and Brazil, I aim to provide a preliminary description of the genre. I draw from applied linguistics genre theory and rhetorical genre studies. Results indicate that the genre’s goal is to present the method or strategy to conduct certain business in a period of time. A chain of four phases is associated to a continuum of social settings organized through entrepreneurial/corporate and expert/training variables. Its rhetorical structure includes describing the present/potential situation of the company, market and business model, and describing future processes of strategic actions regarding marketing, production, and fi nance. The contrast between countries shows that the Brazilian rhetoric structure of the genre includes typically academic, non-business steps. This article offers methodological innovations to account for occluded genres, encourages the contrastive study of the business plan in different cultural and linguistic environments, assists business teachers and students with a situated picture of the genre, and collaborates with the developing fi eld of professional discourse analysis in Ibero-America.Keywords: professional discourse analysis, genre analysis, business writing.
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spelling Situated analysis of the business plan in Spanish and Portuguese: Entrepreneurs, faculty and students’ perspectivesAnálisis situado del plan de negocios en español y portugués: perspectivas de emprendedores, docentes y estudiantesThe business plan has been widely included in the curricula of economics degrees and is key to business practice worldwide. However, it has not been studied as a genre yet, possibly due to restrictions in its social, spatial, and temporal circulation, neither are there accounts of the genre in Spanish and Portuguese, despite its relevance to cooperation and productive development in the MERCOSUR region. Based on qualitative analysis of textbooks and interviews with writers from Argentina and Brazil, I aim to provide a preliminary description of the genre. I draw from applied linguistics genre theory and rhetorical genre studies. Results indicate that the genre’s goal is to present the method or strategy to conduct certain business in a period of time. A chain of four phases is associated to a continuum of social settings organized through entrepreneurial/corporate and expert/training variables. Its rhetorical structure includes describing the present/potential situation of the company, market and business model, and describing future processes of strategic actions regarding marketing, production, and fi nance. The contrast between countries shows that the Brazilian rhetoric structure of the genre includes typically academic, non-business steps. This article offers methodological innovations to account for occluded genres, encourages the contrastive study of the business plan in different cultural and linguistic environments, assists business teachers and students with a situated picture of the genre, and collaborates with the developing fi eld of professional discourse analysis in Ibero-America.Keywords: professional discourse analysis, genre analysis, business writing.El plan de negocios ha sido ampliamente incluido en el currículum de carreras de economía y resulta fundamental en las prácticas empresariales a nivel mundial. Sin embargo, aún no ha sido estudiado como género discursivo, posiblemente debido a las fuertes restricciones en su circulación social, espacial y temporal, ni se han propuesto caracterizaciones específicas del género en español y portugués, a pesar de su relevancia para la cooperación y el desarrollo productivo en el área del MERCOSUR. A partir del análisis cualitativo de materiales didácticos elaborados por expertos y de entrevistas con usuarios de la Argentina y Brasil, se busca brindar una descripción preliminar del género. Se utilizan nociones de la teoría del género desarrolladas dentro de la lingüística aplicada y la socio-retórica. Los resultados muestran que su objetivo es presentar el método o estrategia para llevar a cabo cierto negocio en determinado periodo de tiempo. Integra una cadena de cuatro etapas que se asocia a un continuo de entornos sociales organizados según las opciones emprendedor/corporativo y experto/estudiantil. Su estructura retórica incluye describir la situación presente/potencial de la compañía, el mercado y el modelo de negocios, y describir procesos futuros de acciones estratégicas de marketing, producción y financiamiento. El contraste entre países muestra que en Brasil su estructura retórica incluye pasos provenientes del discurso académico no empresarial. Este artículo ofrece innovaciones metodológicas para el relevo de géneros ocultos, promueve el estudio contrastivo del plan de negocios en distintos marcos culturales y lingüísticos, brinda a los docentes y estudiantes de economía una descripción situada del género y hace aportes al campo en desarrollo del análisis del discurso profesional en Iberoamérica.Palabras clave: análisis del discurso profesional, análisis del género discursivo, escritura de negocios.Unisinos2015-08-06info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://revistas.unisinos.br/index.php/calidoscopio/article/view/cld.2015.132.05Calidoscópio; Vol. 13 No. 2 (2015): May/August; 189-200Calidoscópio; v. 13 n. 2 (2015): maio/agosto; 189-2002177-6202reponame:Calidoscópio (Online)instname:Universidade do Vale do Rio dos Sinos (UNISINOS)instacron:Unisinosspahttps://revistas.unisinos.br/index.php/calidoscopio/article/view/cld.2015.132.05/4821Navarro, Federicoinfo:eu-repo/semantics/openAccess2015-10-22T10:45:00Zoai:ojs2.revistas.unisinos.br:article/8767Revistahttps://revistas.unisinos.br/index.php/calidoscopioPUBhttps://revistas.unisinos.br/index.php/calidoscopio/oaicmira@unisinos.br || cmira@unisinos.br2177-62022177-6202opendoar:2015-10-22T10:45Calidoscópio (Online) - Universidade do Vale do Rio dos Sinos (UNISINOS)false
dc.title.none.fl_str_mv Situated analysis of the business plan in Spanish and Portuguese: Entrepreneurs, faculty and students’ perspectives
Análisis situado del plan de negocios en español y portugués: perspectivas de emprendedores, docentes y estudiantes
title Situated analysis of the business plan in Spanish and Portuguese: Entrepreneurs, faculty and students’ perspectives
spellingShingle Situated analysis of the business plan in Spanish and Portuguese: Entrepreneurs, faculty and students’ perspectives
Navarro, Federico
title_short Situated analysis of the business plan in Spanish and Portuguese: Entrepreneurs, faculty and students’ perspectives
title_full Situated analysis of the business plan in Spanish and Portuguese: Entrepreneurs, faculty and students’ perspectives
title_fullStr Situated analysis of the business plan in Spanish and Portuguese: Entrepreneurs, faculty and students’ perspectives
title_full_unstemmed Situated analysis of the business plan in Spanish and Portuguese: Entrepreneurs, faculty and students’ perspectives
title_sort Situated analysis of the business plan in Spanish and Portuguese: Entrepreneurs, faculty and students’ perspectives
author Navarro, Federico
author_facet Navarro, Federico
author_role author
dc.contributor.author.fl_str_mv Navarro, Federico
description The business plan has been widely included in the curricula of economics degrees and is key to business practice worldwide. However, it has not been studied as a genre yet, possibly due to restrictions in its social, spatial, and temporal circulation, neither are there accounts of the genre in Spanish and Portuguese, despite its relevance to cooperation and productive development in the MERCOSUR region. Based on qualitative analysis of textbooks and interviews with writers from Argentina and Brazil, I aim to provide a preliminary description of the genre. I draw from applied linguistics genre theory and rhetorical genre studies. Results indicate that the genre’s goal is to present the method or strategy to conduct certain business in a period of time. A chain of four phases is associated to a continuum of social settings organized through entrepreneurial/corporate and expert/training variables. Its rhetorical structure includes describing the present/potential situation of the company, market and business model, and describing future processes of strategic actions regarding marketing, production, and fi nance. The contrast between countries shows that the Brazilian rhetoric structure of the genre includes typically academic, non-business steps. This article offers methodological innovations to account for occluded genres, encourages the contrastive study of the business plan in different cultural and linguistic environments, assists business teachers and students with a situated picture of the genre, and collaborates with the developing fi eld of professional discourse analysis in Ibero-America.Keywords: professional discourse analysis, genre analysis, business writing.
publishDate 2015
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dc.language.iso.fl_str_mv spa
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dc.publisher.none.fl_str_mv Unisinos
publisher.none.fl_str_mv Unisinos
dc.source.none.fl_str_mv Calidoscópio; Vol. 13 No. 2 (2015): May/August; 189-200
Calidoscópio; v. 13 n. 2 (2015): maio/agosto; 189-200
2177-6202
reponame:Calidoscópio (Online)
instname:Universidade do Vale do Rio dos Sinos (UNISINOS)
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reponame_str Calidoscópio (Online)
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repository.name.fl_str_mv Calidoscópio (Online) - Universidade do Vale do Rio dos Sinos (UNISINOS)
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