APROXIMAÇÃO ENTRE UNIVERSIDADE E EMPRESAS FAMILIARES: Uma proposta metodológica baseada na troca de experiências estudantis

Abstract

This dissertation aims to design and apply a methodology to connect the topic of family businesses with the university environment, validating the interest of students within this context. Considering the economic relevance of family businesses in Brazil and the challenges they face, such as succession and professionalization, along with the existing gap in the university's approach to the subject, this research adopts the Design Science Research approach. The methodology involved exploratory interviews to identify key themes, followed by the design and implementation of a pilot program named the 'Experience Group'. This program utilized focus groups with university students to collect data on their experiences and validate the initiative. The results indicate that the main challenges experienced by the students revolve around four central themes: the emotional burden of the overlap between family and business, generational conflicts and resistance to change, the need for management professionalization, and the insecurities of the succession process. The implementation of the pilot program confirmed the disconnect between traditional university education and the reality of small and medium-sized family businesses, validating the methodology as a relevant space for the exchange of experiences and applied learning. It is concluded that the proposed methodology is a viable solution for connecting the university with the particularities of family businesses, fostering professionalization and supporting future successors on their journey.