Histórias que encantam : um estudo das narrativas empreendedoras no fomento à iniciativas da economia criativa sob a lente do empreendedorismo cultural

Abstract

The relationship between entrepreneurship, economic development, and culture is central to understanding the context of the creative economy. Lounsbury and Glynn’s (2001; 2019) concept of cultural entrepreneurship provides an integrative framework for understanding the interplay between entrepreneurship, development, and culture, offering renewed perspectives for studies in the creative economy. This thesis is guided by the concept of cultural entrepreneurship, aiming to understand the existence and functioning of the creative economy, as well as the creation of markets for cultural goods, specifically the creation of markets for artisanal goods. The potential of artisanal work within the creative economy is highlighted, as this craft fosters inclusive social growth while contributing to the development of more sustainable economies. This study assumes that, through linguistic devices (such as entrepreneurial narratives), artisans can unlock their potential to attract resources and generate wealth. Based on these premises, this thesis seeks to understand how entrepreneurial action in craftsmanship contributes to fostering creative economy initiatives, promoting the conditions necessary for economic growth and inclusive social development. To this end, an empirical study was conducted with key stakeholders in the artisanal sector in the city of João Pessoa, Paraíba – the artisans – using a qualitative approach and techniques such as semi-structured interviews, observation, and document analysis. The empirical materials were analyzed using qualitative content analysis.The research results identified three predominant narratives used by artisans in João Pessoa as strategies for creating meaning and identity: the story of the piece, the personal story, and the story of respectful innovation. By sharing these entrepreneurial narratives, artisans not only promote the dissemination of local culture but also strengthen tourism and contribute to the region's inclusive social development and economic growth. The findings of this research are expected to advance studies in cultural entrepreneurship and the creative economy. Additionally, the results may have implications for entrepreneurs and policymakers linked to the artisanal sector.