Organizações Rurais Brasileiras E As Percepções Sobre O Uso Da Música Como Estratégia De Gestão Para A Vantagem Competitiva

Abstract

The present study has the general objective of verifying the perception of managers of Brazilian rural organizations about the use of music as a tool for increasing productivity and competitiveness. The methodology of this research was characterized as a study of multiple cases with a qualitative approach and a descriptive character. Data collection was carried out through semi-structured interviews with managers during the month of October and November 2022, with three interviewees in Rio Grande do Sul and one in Minas Gerais. The analysis was performed through content analysis. At the end of the study, as a result, evidence was found about efficient measurers of results in three of the rural organizations studied. Although the lack of managerial instruments in the studied Brazilian rural organizations is still present, this was not characterized as a barrier to the implementation of new techniques such as the use of music in the productive systems. Among the managerial challenges encountered, there was a constant concern for the customer, synonymous with greater quality in the processes. As a strategy, organizations adopted music with objectives related to behavior and productive indicators based on planning that involved knowledge on the subject, cost planning, implementation and verification of results. There are different levels of music implementation at different intensities, from superficial to more strategic. The results show behavioral improvements of people involved in handling animals and plants; productive indicators such as weight gain in pigs; and, in the increase in production in dairy farming, in addition to obtaining a more competitive product by meeting new market demands, with classical music being the most used. At the end of this study, it was possible to establish a concept for music in rural Brazilian organizations, and music in rural organizations is understood as the use of sound waves as sources of behavioral change, which, when applied in the productive systems of Brazilian rural organizations, will enable obtaining improvement in indicators related to management. As evidence of music as an element of productive increment was not identified in one of the cases, the need for further studies on the use of music in Brazilian rural organizations was perceived, mainly in terms of obtaining competitive advantages and specific protocols for each productive system. It should be noted that this study is linked to the research group Observatory of University Management for Inclusion and Social Development of the Pampa.