Trajetórias estratégicas e inovação na Cooperativa Dedo de Gente

Abstract

This paper investigates strategy as practice in an artisans' cooperative, based on the trajectories of strategic and product direction. It addresses the actions and adaptations of the actors involved in the organization's pursuit of financial sustainability. It compares the practices and standards employed in the production of two artisanal pieces with contrasting sales volumes: the Taça Table, which exceeded all expectations, and the Pet Table, the result of a formal approach to replicate the unexpected success of the former piece, which ultimately failed. The investigation took place at the Dedo de Gente Cooperative (CDG), located in Curvelo, Minas Gerais. Stimulating creativity and human and professional development, this popular artisans' cooperative focuses on the production and marketing of artistic pieces inspired by sertanejo culture and Rosana literature. To analyze and discuss these cases, we used the lens of Strategy as Practice (SAP) and theories of product design as a process intrinsically linked to strategy. C-K Theory is the central element that unifies both approaches, enabling an understanding of how everyday practices (Knowledge space, K) and creative aspirations (Conception space, C) interconnect, allowing new strategies to emerge in the innovation process. The research was conducted using a longitudinal case study methodology with real-time analysis, using a qualitative approach. The results integrate recent research agendas on strategy as a practice in business models and actors not typically studied. The research contributes new reflections on the objectives and intentions that precede the formation of strategic direction, leading to practices that allow new strategies to emerge, marking a contrast to studies that discuss strategy formation at the organizational periphery. Furthermore, the study also offers a direct contribution to artisans and other professionals, demonstrating how the concepts and knowledge of C-K Theory can be used to organize their intentions and, thus, strategically build new products, business models, and creatively innovate within their organizations. It also opens a new perspective on future SAP studies, expanding its scope of investigation and establishing connections with other, as yet unexplored, research fields, such as C-K theory, which has the potential to broaden and deepen the understanding of strategy activities and product design theories.