ESTRATÉGIAS DO DESIGN PARA A GESTÃO DA CULTURA EMPREENDEDORA DE MICROS E PEQUENOS EMPREENDEDORES

Abstract

The design perspective through a strategic point of view has skills that make it possible to analyze and evaluate occurrences and phenomena in an agile and oriented way towards possible alternatives, which are considered with the aim of adding purposes and competitive value to the business. When this concept is incorporated into a management focused on micro and small entrepreneurs, the result obtained can reach parameters that directly influence the environment in which they are involved, reaching even a larger scale than that delimited geographically, because these companies have a relevant portion considering the Brazilian economy. Despite such contextualization, the applicability of the design in this field is not presented as an easy-to-understand proposal for this specific group, which leads to the non-use of tactics employed for this purpose. Thus, the objective of this study is to simplify and approximate such language in order to provoke management principles to micro and small entrepreneurs through a roadmap proposal. In order to know and delimit the studied group, a survey was carried out with micro and small entrepreneurs in the city of São Luís - Maranhão, these belonging to two groups classified by their economic activities, as categorized by the Brazilian Institute of Geography and Statistics. Furthermore, the investigated professionals work within the urban perimeter of the city, more precisely in the Cohatrac neighborhood, a region located in the metropolitan area of São Luís and which has its location as a competitive and strategic differential, in which three of the four municipalities that make up the region meet. In order to discover the perceptions of the object of study in relation to the research problem, the methodological steps of the PDCA cycle were used, as well as the use of methodological design tools, such as the double diamond, used within the design thinking approach, and the canvas model. For step 1, 91 individuals participated in semi-structured interviews, which allowed for a group reduction of approximately 10% for the next 3 steps. In step 3, specifically, there was a survey for the creation of the roadmap proposal, which was built from the analysis of the interviewees' discourse, a new study group found and defined within the investigation. Finally, the group pointed out its evaluation through its perceptions from the previous stages, showing a previous knowledge of the subject, which demonstrates that the objective of this dissertation was achieved.