Empreendedorismo em favela carioca : gastronomia e negócio na Maré

Abstract

This thesis offers an entrepreneurship model geared to popular territories. The goal is to meet a set of demands from researches, which deal with desires and objectives of entrepreneurs who are on their starting point of businesses in favelas. This model is entitled Continuous Effectuation, and it is based on alternative theories of rationality that differ from those based on traditional logics and the theory of effectuation served as a key element to this Thesis. In order to work on this model, the thesis’ research field is the popular territory of favela da Maré, located in the city of Rio de Janeiro, and the Festival Comida de Favela, held in 2015 on behalf of entrepreneurs who carry out businesses related to the gastronomic field there. The territory’s specific context and reality is utterly important. Results enabled further comprehensions on how to meet this popular territory’s potential and expectations. Alongside this, they show how current public policies are limited and unable to meet the demands of these entrepreneurs’ reality, thus making it necessary to propose new public policies based on encouraging skilled labor and acknowledging the economic and social potential of popular territories, which are grounded on the informality of entrepreneurs. Favelas cannot be considered as “subnormal agglomerations”, nor as excluded spaces of the urban sociability, which are part of Rio’s carioca culture. To this effect, this thesis stresses the importance of acknowledging the favelas as both crucial and part of the city of Rio de Janeiro.