Os paradoxos da gestão artesanal

Abstract

It is noticeable that the world lives at the mercy of constant crises caused mainly by the economic model accepted by contemporary society. The current system feeds on a reification of growth and values the forces of productivity, rationalization, and efficiency, mystifying the idea that these aspects are the only answer for a future society. In contrast, there are so-called alternative organizations that operate according to a series of principles such as autonomy, equality, participation and democracy, solidarity, responsibility, and greater openness in the discussion of new practices and policies. Within this niche, organizations with craft orientation also emerge as a form of resistance in the fight against mass standardization. Given this scenario, the general objective of this study was to understand how an artisanal coffee shop and two artisanal bakeries navigate the paradoxes inherent in artisanal management in a context that prioritizes growth. To this end, a qualitative research strategy was adopted using the multiple case study methodology. Data collection took place in two phases, the first being an analysis of secondary data using social networks. Next, in-depth interviews were scheduled, using the ConGestão podcast platform at UTFPR. The results demonstrated that the craft organizations studied present a contradiction in how they manage the sustainability of their business, and this contradiction was analyzed from the perspective of Paradox Theory. Aligned with this theory, the results culminated in the specification of the paradox of growth and non-growth. The result of the interaction between this paradox allowed the identification of a navigation dynamic with the use of digital platforms as the main tensioning agent.