A RIQUEZA DAS FAVELAS, O PODER ECONÔMICO DA MULTIDÃO ESCONDIDO ENTRE MORROS E VIELAS: UMA ANÁLISE COMPARATIVA ENTRE OS EMPREENDEDORES DAS MAIORES FAVELAS DO BRASIL E DA ARGENTINA – ROCINHA E VILLA 31
DOI:
https://doi.org/10.12662/2359-618xregea.v7i1.p173-181.2018Keywords:
Favela, Empreendedor, Micro e Pequenas Empresas, Políticas Públicas, MarketingAbstract
O presente ensaio tem por objetivo analisar e compreender o modo e como o micro e pequenos empreendedores das principais favelas dos países estudados utilizam os conceitos teóricos da administração e do marketing, no desenvolvimento de seus empreendimentos. A pesquisa ocorre na Villa 31, cidade de Buenos Aires, Argentina e, na comunidade da Rocinha, cidade do Rio de Janeiro, Brasil, entrelaçando temas ao longo do estudo que passam de favelas ao empreendedorismo de micro e pequenas empresas até políticas públicas existentes para tal setor. A evolução do conceito de empreendedorismo, bem como o crescimento das favelas, tornou as políticas públicas cada vez menos eficazes. Dessa forma, o papel do marketing se torna essencial para o possível crescimento dos empreendimentos dentro destas favelas.
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