<b>Product life-cycle, entrepreneurship, technology and globalization: a look through Saramago´s the <i>Cave</i></b> - doi: 10.4025/actascihumansoc.v35i1.20078

  • Marisa Guarezi Silvestre Universidade Estadual de Maringá
  • Francisco Giovanni David Vieira Universidade Estadual de Maringá
DOI: https://doi.org/10.4025/actascihumansoc.v35i1.20078
Keywords: life-cycle, product, marketing, entrepreneurship, globalization, Saramago

Abstract

Based on an interdisciplinary perspective, current essay discusses products´ life-cycle, use of technology and globalization within the backdrop of José Saramago´s The Cave, published in Brazil in 2001. The novel written as a parable narrates the saga of a family of entrepreneurs which, through the Algores Pottery, has been offering crockery to the market for three generation. However, at some time in the story, the potters are informed that there is no demand anymore for the ceramic products produced and offered by them. In an attempt to survive, the potters start manufacturing clay dolls for decoration purposes. However, the initiative is not well received by the consumers. The impact of technology in the production of goods, whose spread has been facilitated by globalization, and the lack of the potters´ awareness on the changes in the consumer market, were crucial to its bankruptcy and forced them to redirect their lives. Current essay, therefore, addresses a subject which is directly related to organizations, marketing activity and contemporary society.

 

 

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Author Biographies

Marisa Guarezi Silvestre, Universidade Estadual de Maringá

Bacharel em Administração pela Universidade Estadual de Maringá, Mestre em Administração pela Universidade Estadual de Maringá. Tem experiência na Área de Administração, com ênfase em Organizações.

Francisco Giovanni David Vieira, Universidade Estadual de Maringá
possui graduação em Administração de Empresas pela Universidade Federal da Paraíba (1985), mestrado em Administração Rural pela Universidade Federal de Lavras (1991), doutorado em Ciências Sociais pela Pontifícia Universidade Católica de São Paulo (2002), e realizou estágio de pós-doutorado em Administração de Empresas na Fundação Getúlio Vargas, São Paulo (2007). É professor da Universidade Estadual de Maringá, editor associado para a área de Estudos de Marketing dos Cadernos EBAPE.BR (FGV-Rio), membro da Academy of Marketing (UK) e coordenador do GIPEM (Grupo Interdisciplinar de Pesquisas e Estudos em Marketing - UEM/CNPq). Foi professor visitante da Universidade Federal de Lavras (2008) e membro do Comitê Científico da Divisão de Marketing da ANPAD (2009-2010). Atua na área de Administração, com ênfase em Marketing, e tem interesse nos seguintes temas: práticas de marketing, gestão de mercado, cultura e consumo, comportamento do consumidor, marketing social corporativo e produção acadêmica em marketing no Brasil.
Published
2013-07-12
How to Cite
Silvestre, M. G., & Vieira, F. G. D. (2013). <b>Product life-cycle, entrepreneurship, technology and globalization: a look through Saramago´s the <i>Cave</i></b&gt; - doi: 10.4025/actascihumansoc.v35i1.20078. Acta Scientiarum. Human and Social Sciences, 35(1), 1-11. https://doi.org/10.4025/actascihumansoc.v35i1.20078
Issue
Vol 35 No 1 (2013)
Section
Administration

 

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