Submitted by Automa??o e Estat?stica (sst@bczm.ufrn.br) on 2016-06-10T00:00:36Z No. of bitstreams: 1 TicianoMacielDamore_TESE.pdf: 2912112 bytes, checksum: 70f9d276d03df047a0a92b54c03b2b1a (MD5) / Approved for entry into archive by Arlan Eloi Leite Silva (eloihistoriador@yahoo.com.br) on 2016-06-10T22:04:32Z (GMT) No. of bitstreams: 1 TicianoMacielDamore_TESE.pdf: 2912112 bytes, checksum: 70f9d276d03df047a0a92b54c03b2b1a (MD5) / Made available in DSpace on 2016-06-10T22:04:32Z (GMT). No. of bitstreams: 1 TicianoMacielDamore_TESE.pdf: 2912112 bytes, checksum: 70f9d276d03df047a0a92b54c03b2b1a (MD5) Previous issue date: 2015-11-19 / O presente estudo busca compreender de que forma ambientes criativos de grupos musicais se configuram na perspectiva da Estrat?gia como Pr?tica como concep??o te?rico-emp?rico-conceitual. Desenvolve no arcabou?o te?rico discuss?es sobre o contexto da Economia Criativa, a Ind?stria Criativa, o ambiente criativo, o paradigma organizacional da Economia Criativa, a m?sica como um ambiente criativo e de neg?cio, concep??o e din?mica da Estrat?gia como Pr?tica e as conjecturas acerca do contextualismo e de outras correntes epistemol?gicas. Configura-se como uma pesquisa explorat?rio-descritiva, utilizando o m?todo qualitativo e se caracterizando como uma Grounded Theory. Ao todo, quatro bandas musicais de estilos, mercados e ?reas de atua??o distintas, com mais de dez anos de atua??o, foram pesquisadas. Tanto para a coleta quanto para a an?lise dos dados, foi utilizado o m?todo da Grounded Theory e da observa??o simples, e a an?lise foi auxiliada pelo software ATLAS.ti. A pesquisa mostra que os grupos estudados percebem a atua??o especializada nas m?dias sociais virtuais como diferencial estrat?gico. Demonstra tamb?m que as bandas fomentam a individua??o e diferencia??o no seu relacionamento com o indiv?duo. Por fim, atesta que essas organiza??es envolvem as equipes e valorizam a concep??o din?mica de suas rotinas para tomar decis?es estrat?gicas, dando aten??o a um vi?s social da estrat?gia. A categoria central Estrat?gia como Pr?tica Criativa que emergiu dos dados ? explicada atrav?s dos tr?s resultados supracitados e revela que organiza??es inseridas na Economia Criativa realizam de forma simult?nea e din?mica o fazer criativo e estrat?gico nos ?mbitos art?stico e gerencial. A teoria gerada torna-se validada pelos princ?pios grau de coer?ncia, funcionalidade, relev?ncia, flexibilidade, densidade e integra??o, bem como se insere na corrente do contextualismo, a qual aponta o conhecimento como relativo ao contexto em que est? inserido e no qual ? discutido. / This study seeks to identify how creative environments of musical groups are configured in the Strategy as Practice perspective as theoretical, empirical and conceptual models. It develops within the theoretical framework, discussions on the context of the Creative Economy, Creative Industries, creative environment, organizational paradigm of Creative Economy, music as a creative environment and business, design and dynamics of Strategy as Practice and conjecture about the contextualism and other epistemological currents. The study is shaped as an exploratory and descriptive research, utilizing the qualitative method and being characterized as a Grounded Theory. A total of four musical groups of different styles, markets and areas of operation with over ten years of activity were surveyed. The Grounded Theory and simple observation methods were used for both data collection and analysis. The software ATLAS.ti. was used to help with the analysis. The research shows that the bands perceive the specialized expertise in the virtual social media as a strategic differentiator. It also shows that the groups nourish individuation and the differentiation in their relationship with the individual. Finally, it validates that these organizations get teams involved and value the dynamic design of their routines in strategic decision making, paying attention to a strategic social bias. Strategy and Creative Practice is the main category that emerged from the data. This category is explained through the three aforementioned results. It shows that organizations that are part of the Creative Economy perform simultaneously and dynamically creative and strategic making at both artistic and managerial levels.The theory created is validated by the principles of degree of coherence, functionality, relevance, flexibility, density and integration, and it is inserted in the contextualism principle, which points the knowledge as related to the context in which it is placed and discussed.