THE TRAJECTORY OF BRAZILIAN CRAFT BREWERIES IN SEARCH OF LEGITIMATION AND INSTITUTIONALIZATION: AN ANALYSIS FROM THEIR STRATEGIC DISCURSIVE PRACTICES.

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Bibliographic Details
Title:	THE TRAJECTORY OF BRAZILIAN CRAFT BREWERIES IN SEARCH OF LEGITIMATION AND INSTITUTIONALIZATION: AN ANALYSIS FROM THEIR STRATEGIC DISCURSIVE PRACTICES.
Authors:	Tonelli, Adriano Olímpio, Borges, Alex Fernando, de Brito, Mozar José, Zambalde, André Luiz
Source:	Brazilian Journal of Management / Revista de Administração da UFSM. OUT-DEZ2018, Vol. 11 Issue 4, p1068-1087. 20p.
Subjects:	Microbreweries, Discursive practices, Critical discourse analysis
Abstract:	The objective of this study was to identify and understand the discursive strategic practices focused on legitimizing and institutionalizing the Brazilian artisanal beer industry. To this end, we try to base, theoretically, the relation between strategy as a discursive practice and institutionalism and, methodologically, the critical discourse analysis approach. It was verified that the Brazilian artisanal beers industry is in a process of institutionalization on its environment and of legitimation with the consumers, through discursive practices that reveal power struggles with the large scale breweries. In this sense, the production of artisanal beers can be seen as an ideology, characterized by a strong opposition, confrontation and resistance position to practices already institutionalized in the Brazilian brewery market. Thus, it is revealed the possibilities of constructing an own field, structured through discursive strategies that can, in the limit, lead to an emancipation from the environment of the large scale breweries. [ABSTRACT FROM AUTHOR]
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Database:	Psychology and Behavioral Sciences Collection

Description
Abstract:	The objective of this study was to identify and understand the discursive strategic practices focused on legitimizing and institutionalizing the Brazilian artisanal beer industry. To this end, we try to base, theoretically, the relation between strategy as a discursive practice and institutionalism and, methodologically, the critical discourse analysis approach. It was verified that the Brazilian artisanal beers industry is in a process of institutionalization on its environment and of legitimation with the consumers, through discursive practices that reveal power struggles with the large scale breweries. In this sense, the production of artisanal beers can be seen as an ideology, characterized by a strong opposition, confrontation and resistance position to practices already institutionalized in the Brazilian brewery market. Thus, it is revealed the possibilities of constructing an own field, structured through discursive strategies that can, in the limit, lead to an emancipation from the environment of the large scale breweries. [ABSTRACT FROM AUTHOR]
ISSN:	19834659
DOI:	10.5902/1983465913716