Source: http://regepe.org.br/regepe/article/view/1089
Timestamp: 2019-04-23 20:16:57+00:00

Document:
Fundação Getúlio Vargas – FGV.
Doutor em Administração de Empresas pela Fundação Getulio Vargas de São Paulo, Pesquisador da área de Marketing com produção de artigos científicos e pesquisas aplicadas.
Doutor em Administração de Empresas pela University of London, Londres, (Inglaterra). É Professor Adjunto do Departamento de Marketing da Fundação Getúlio Vargas - FGV/EAESP, fundador e Pesquisador do GVcev - Centro de Excelência em Varejo.
Os polos varejistas de rua sofreram forte interferência com as mudanças de mercado, contribuindo para seu processo de declínio. Projetos de revitalização são formas de reverter esse processo. No entanto, o contexto brasileiro não apresenta um modelo legitimado e institucionalizado que permita o desenvolvimento do processo de revitalização. Percebe-se que movimentos iniciais para o processo de revitalização podem surgir espontaneamente pelos varejistas ou estes são convocados por instituições externas ao polo para atuarem como empreendedores institucionais. Para trilhar na revitalização, o empreendedor institucional varejista (EIV) necessita construir a sua legitimidade entre seus pares e posteriormente com o campo externo ao polo. Nesse sentido, esta pesquisa apresenta como objetivo central descrever e explicar o processo de construção da legitimidade do EIV entre seus pares e posteriormente como estes atuam de forma gradual para construir legitimidade do polo varejista no campo institucional. Para responder o objetivo, este artigo aplicou o estudo de caso múltiplo com oito polos varejistas espalhados pelo Brasil. Os resultados mostraram que mesmo apresentando um projeto estruturado, com benefícios coletivos e com propósito de elevar atratividade local, esses elementos não foram suficientes para garantirem a construção da legitimidade do EIVs.
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