Cervejarias Artesanais Catarinenses e Neoendogenismo: análise a partir de uma indicação de origem

Abstract

The aim of the thesis was to analyze the potential for creating a designation of origin seal in an endogenous development context. The Grounded Theory was adopted as a research method. The craft breweries in Santa Catarina were studied based on the constructivist paradigm, establishing interconnections between subject and object. The research was developed from secondary data, application of interview script and technical visits. 32 interviews were carried out among master brewers, brewery owners, brewers, researchers on beer, representatives of the public sector and national institutions linked to the artisanal brewing context. Data analysis was carried out based on 3 established theoretical constructs: ethnic entrepreneurship, designation of origin seal and neo-endogenous development. The interview script was developed from the categories of analysis guided by the scope of the research question, initially linked to the objectives of the thesis project, listing the questions that should be addressed in the interview, while allowing the interviewer and interviewee to explore the context a little more broadly, in order to allow a reliable description of the research universe. The research hypotheses emerged from phase 1 - respondents 1 to 6 - of the interviews and became more evident from phase 2 - respondents 7 to 17. They were manifested in some cases as the seal of denomination of origin and neoendogenism, and not manifest in some cases, such as ethnic entrepreneurship and Germanic breweries, being confirmed in phase 3 – interviewees 18 to 32. The research suggests that ethnic Germanic entrepreneurship, in craft breweries in Santa Catarina, is not present, according to the established criteria. The alleged reason is due to the recent development of the activity. The second category was the appellation of origin seal and the results suggested starting with a more flexible distinctive sign given the complexity of the appellation of origin. In this sense, the collective brand presents the suggested flexibility, being able to become an option for breweries. Finally, neo-endogenous development tends to become evident from the implementation of a distinctive sign for Santa Catarina craft breweries. This study contributes, in the theoretical field, by proposing a model of neo-endogenous development based on a geographic identity for craft breweries in Santa Catarina. In the practical field, it suggests the possibility of implementing a geographic identity, which begins with a collective brand for Santa Catarina craft beers. As limitations and indications for future studies, there is the possibility of a survey only with the breweries and separating them by geographic regions in order to establish an accurate diagnosis about the interest of each brewery in participating in a distinctive sign. Furthermore, other sectors belonging to the group that would benefit from positive externalities could be involved.