Recursos e marcadores somáticos associados a fatores críticos de sucesso em fazendas leiteiras de alto desempenho

Abstract

Companies in the Agribusiness sector compete dynamically in the production process in a dynamic and complex environment, with risks and uncertainties. Thus, companies need to be attentive to innovations, and be effective in the search for productive performance and profitability. The present study aims to evaluate the Critical Success Factors (CSF) involved in the search for high productive performance and profitability in dairy farms assisted by technical and managerial consultancy of an alpha agribusiness company. The work also proposes to investigate which Somatic Markers (SM) are adopted by the consultants to fix motivation vis a vis emotions induction strategy and those that are paired by the receivers. Inducing emotions is an intangible resource (conscious or unconscious) practiced by consultants who induce types of MSs and resources (tangible and intangible) related to FCSs. The research has a qualitative approach and a conclusive descriptive character. A multiple case study was carried out, and the units of analysis are 6 farms, their respective leaders (owners and managers), and expert consultants in dairy farming from the company Alfa Consultancy. The results demonstrate that the FCSs that promote high performance on dairy farms are financial management; leadership and people management; process management; employee training and development; adequate dimensioning of the project; search for continuous improvement; management of indices and technical indicators; ensure animal comfort; technical assistance and advice. In the process of change, FCSs are mostly associated with MSs that induce positive emotions. And the most relevant resources are the intangible ones, with emphasis on “knowledge about the business”, followed by “interpersonal knowledge” and “technical knowledge”. Such findings make the study original and of great academic relevance, due to the application of traditional management theories in a sector with a great impact on the economy of Brazil and the world, which is agribusiness.