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Previous issue date: 2015-03-30 / Direct sales have been an important distribution channel for the commercialization of consumer goods, particularly in the sector of cosmetics, toiletries and fragrance, which has been reaching a substantial increase in sales in the last few years, particularly in Brazil. The direct sales organizations have the capacity of attracting a huge team of autonomous sellers with whom they establish a merely commercial relationship, assuring a great territorial presence of the brand that is being sold. With the aim of understanding the sociological aspects of direct sales of cosmetics, toiletry and fragrance products, the thesis made use of the biographical narratives approach developed by the German sociologist Gabriele Rosenthal. Therefore, from the reconstruction of a single biographic case- the case of Noeli, seller of Avon and Natura brands- it was possible to access the relevance system of the narrator and apprehend the emergent meanings of her own discourse.Moreover, in order to evidence the cross-disciplinary link between Social Sciences and Administration, content analysis was used to verify how this theoretical suggestions presented at Nicole Biggart?s Charismatic Capitalism, which is considered the most important sociological study on direct sales. The results indicate that the topics that arose from the reconstruction of Noeli?s biographic case are in consonance with central topics listed by Biggart (1990), which could be grouped in three main categories: lack of distinction between private and public spheres, gender, and entrepreneurship. The topics ?centrality of work? and ?occupational prestige? were identified in the reconstruction of the biographic case, but they are not included among the themes studied by Biggart (1990). The academic and managerial implications have also been presented here, as well as the limitations and suggestions for new studies. / A venda direta tem sido um importante canal de distribui??o na comercializa??o de bens de consumo, especialmente do setor de higiene pessoal, perfumaria e cosm?ticos (HPPC), o qual vem registrando, especialmente no Brasil, um aumento substancial de vendas nos ?ltimos anos. As organiza??es de vendas diretas (OVDs) t?m a capacidade de atrair um enorme contingente de revendedores aut?nomos com quem elas estabelecem uma rela??o de cunho meramente comercial, garantindo, com isso, uma grande presen?a territorial da marca revendida. Visando compreender os aspectos sociol?gicos da venda direta dos produtos de HPPC, esta tese utilizou a abordagem das narrativas biogr?ficas desenvolvida pela soci?loga alem? Gabriele Rosenthal. Desta forma, a partir da reconstru??o de um ?nico caso biogr?fico ? caso de Noeli, revendedora das marcas Avon e Natura, foi poss?vel acessar o sistema de relev?ncia da narradora e apreender os sentidos emergente do pr?prio discurso.Adicionalmente, a fim de concretizar a liga??o interdisciplinar em a Administra??o e as Ci?ncias Sociais utilizou-se a an?lise de conte?do para verificar de que forma estas interpreta??es individuais dialogam com a literatura acad?mica, sobretudo, com as sugest?es te?ricas apresentadas na obra Charismatic Capitalism de Nicole Biggart considerada o mais importante estudo sociol?gico sobre as vendas diretas. Os resultados apontam que os temas que emergiram da reconstru??o do caso biogr?fico de Noeli est?o em conson?ncia com os temas centrais elencados por Biggart (1990), os quais podem ser agrupados em tr?s principais categorias: indistin??o das esferas privada e p?blica, g?nero e empreendedorismo. J? os temas ?centralidade do trabalho? e ?prest?gio da ocupa??o? foram identificados na reconstru??o do caso biogr?fico, entretanto n?o constam entre os temas abordados teoricamente por Biggart (1990). As implica??es acad?micas e gerenciais, bem como as limita??es e sugest?es para novos estudos foram tamb?m apresentadas.
| Identifer | oai:union.ndltd.org:IBICT/oai:tede2.pucrs.br:tede/6166 |
| Date | 30 March 2015 |
| Creators | Ugalde, Marise Mainieri de |
| Contributors | Perin, Marcelo Gattermann |
| Publisher | Pontif?cia Universidade Cat?lica do Rio Grande do Sul, Programa de P?s-Gradua??o em Administra??o e Neg?cios, PUCRS, Brasil, Faculdade de Administra??o, Contabilidade e Economia |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/doctoralThesis |
| Format | application/pdf |
| Source | reponame:Biblioteca Digital de Teses e Dissertações da PUC_RS, instname:Pontifícia Universidade Católica do Rio Grande do Sul, instacron:PUC_RS |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | 3244129067093836374, 600, 600, 600, 4410494103952189146, 8024035432632778221 |
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