A Proposal for a Model of Sustainable and Competitive Craft Management

Leite, Anderson Aquiles Viana; Sehnem, Simone

doi:10.1590/1679-395164057

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Article • Cad. EBAPE.BR 16 (2) • June 2018 • https://doi.org/10.1590/1679-395164057 copy

A Proposal for a Model of Sustainable and Competitive Craft Management

Authorship SCIMAGO INSTITUTIONS RANKINGS

Abstract

The purpose of this article is to identify the essential characteristics necessary to the proposal of a model of sustainable and competitive management for the crafts managed by the Brazilian municipality of Chapecó, Santa Catarina. It is aligned with the theoretical precepts of Administration which have been structured as dimensions of analysis: Management, Crafts, Sustainability and Competitiveness. The methodology used is based on a qualitative approach with the support of descriptive statistics, which has been applied to a survey of 156 accredited artisans, managers and employees of a city government organization that coordinates this craftwork. This study analyzes artisans to explore their profiles and the organization’s characteristics to address aspects of the way in which artisans perform their crafts and evaluates the way that they are managed from the point of view of the artisans. The results make it possible to construct the proposed management model using the following dimensions: values, relationships, processes, actions and results. Our survey of sustainable and competitive elements includes management, its implementation and the monitoring process. Thus, we conclude that utilizing this model with support from the science of Administration can contribute to professionalizing craft management to raise its competitiveness and address aspects of sustainability.

Keywords:
Crafts; Sustainability; Competitiveness; Management Model

Aspects evaluated	A.F.	R.F. (%)	Standard deviation	Variant coefficient
Social - Women’s group activities encourage empowerment and craft training	3	30.0	0.82	49.4%
Social - Importance of social inclusion through women’s group craftsmanship	2	20.0	0.82	49.4%
Environmental - Encourages green, sustainable and ecologically correct craftsmanship	2	20.0	0.82	49.4%
Environmental - Disseminates information that raises awareness of the importance of artisan care and responsibility	2	20.0	0.46	36.8%
Economic - Prioritizes more joint activities that can strengthen group craftwork	2	18.2	0.52	37.8%
Economic - Through current resources, artisans are presented with a number of free opportunities	2	18.2	0.52	37.8%

Aspects evaluated	A.F.	R.F. (%)	Standard deviation	Variation coefficient
Production capacity - Artisans must organize their production in a different and more professional way	3	21.4	1,00	50,0%
Production capacity - Artisans need to develop techniques for higher production capacity	3	21.4	1,00	50,0%
Production capacity - SEASC provides workshops in the management area through a partnership between SEBRAE and SENAC	3	21.4	1,00	50,0%
Production capacity - It is up to artisans to master and manage their production capacity	2	14.3	1.00	50.0%
Markets - Trend workshops and technical advice make craftsmanship more attractive and more visible	3	27.3	0.98	53.6%
Markets - SEASC provides workshops for the development of new markets	3	27.3	0.98	53.6%
Markets - Incentives for virtual commerce users and development of catalogs and showcases	2	18.2	0.98	53.6%
Commercialization - SEASC offers official public spaces for the artisans to directly market their products	3	37.5	0.82	41.0%
Commercialization - Revitalization of the municipal airport space offering access to artisans for the sale of cultural crafts	2	25.0	0.82	41.0%
Commercialization - Opening new spaces for sales focused on tourist locations in the city with a large amount of pedestrian traffic	2	25.0	0.82	41.0%
Value aggregation - Encourage pieces of quality, with good aesthetics, visual identity, finish and cultural value	2	50.0	0.58	43.6%

Aspects evaluated	A.F.	R.F. (%)	Standard deviation	Variation coefficient
Organization - Planning, execution, and monitoring of actions	2	18.2	0.52	37.8%
Structure - Training and appropriate environment for action development	3	21.4	0.70	50.0%
Structure - Develop guidance and advice for artisans	2	14.3	0.70	50.0%
Strategy - Follow the planned action schedule	3	18.8	0.70	43.8%
Strategy - Focus on the training and advice of the artisan	2	12.5	0.70	43.8%
Strategy - Focus on product improvement and creation of a visual identity	2	12.5	0.70	43.8%
Direction - Focus on greater participation of artisans in the free services being offered	2	18.2	0.52	37.8%
Direction - Follow-up actions that should be directed to the maximum number of artisans	2	18.2	0.52	37.8%

Aspects evaluated	A.F.	R.F. (%)	Standard deviation	Variation coefficient
Artisan - Offers related to training, technical advice, and design	3	21.4	0.89	50.9%
Artisan - Offers related to product development and visual identity workshops	3	21.4	0.89	50.9%
Artisan - Offers of spaces for trade in fairs and shows	2	14.3	0.89	50.9%
Manual Work - SEASC works towards enhancing and improving the artisan’s manual work	3	16.7	0.76	50.7%
Manual Work - Development of lines of work that have greater cultural significance and authorial characteristics	2	16.7	0.76	50.7%
Social Capital - Role of stimulating relations among artisans	3	25.0	0.89	37.1%
Social Capital - Developing professional relationships in terms of production, commercialization and business in common	3	25.0	0.89	37.1%
Social Capital - Developing affective relationships between artisans	3	25.0	0.89	37.1%
Social Capital - Relationships between artisans are somewhat more developed in associations	2	16.7	0.89	37.1%
Coopetition - Presentation of the artisan not only as a competitor but as a possible partner	3	23.1	0.92	56.6%
Coopetition - Despite the competition in the craft, there are moments of interaction in which viable solutions are discovered in common	3	23.1	0.92	56.6%
Coopetition - Focus on the indication of suppliers of raw materials and service providers for artisans	2	15.4	0.92	56.6%

Aspects evaluated	A.F.	R.A. (%)	Standard deviation	Variation coefficient
Craft program voted and approved by the councilmen, with its own guidelines and budget	2	11.8	0.52	33.8%
Qualified team providing individual technical advisory and consulting services	2	11.8	0.52	33.8%
Availability of adequate space and good structures for commercialization and services	2	11.8	0.52	33.8%
Creation of a website for the artisans of Chapecó to exhibit their works, offering information and contact data	2	11.8	0.52	33.8%
Increasing the partnership and synergy of the public entity with other municipal departments in favor of crafts	2	11.8	0.52	33.8%
Preparing these artisans for entrepreneurship, with the aim of formalizing their crafts as businesses	2	11.8	0.52	33.8%

Aspects evaluated	A.F.	R.F. (%)	Standard deviation	Variation coefficient
Feminine gender	128	82.1	70.7	90.6%
Male gender	28	17.9	70.7	90.6%
Prevailing age group (50-59 years)	47	30.1	17.5	67.3%
The average age of the artisans surveyed	49.5	-	-	-
Predominant marital status (married)	94	60.3	35.5	113.8%
Prevalent education (complete and incomplete high school)	75	48.1	14.7	56.5%
Having no profession other than crafts	104	66.7	36.8	47.2%
Crafts represent up to 25% of total income (for other professionals)	38	73.1	15.9	124.7%
Working as an artisan for over 15 years.	59	37.8	20.9	67%
Average time working with crafts (in years)	10.9
Dedicates 5 days a week to crafts	34	21.8	9.4	42.2%
Average days per week dedicated to producing and marketing crafts	4.54	-	-	-
Dedicates 2 to 4 hours a day to producing and marketing crafts	69	44.2	24.7	63.3%
Average daily time spent on the production and marketing of crafts (in hours)	5.2	-	-	-
Crafts are the main source of family income	81	43.3	29.6	110.8%
Average monthly earnings from crafts < one minimum wage	85	54.5	31.9	106.3%

Aspects evaluated	A.F.	R.F. (%)	Standard deviation	Variation coefficient
Sustainability - Reuse of materials - Recycling	69	34.3	17.6	166.3%
Sustainability - Reuse of materials in an economically viable way	27	13.4	17.6	166.3%
Sustainability - Do not harm the environment	24	11.9	17.6	166.3%
Sustainability - Importance of the sustainability theme for crafts	21	10.4	17.6	166.3%
Sustainability - Respecting people’s rights	5	2.5	17.6	166.3%
Sustainability - No response	33	16.4	17.6	166.3%

Aspects evaluated	A.F.	R.F. (%)	Standard deviation	Variation coefficient
Competitiveness - Makes pieces with noticeable quality	41	18.1	10.2	125.8%
Competitiveness - Delights the customer, provide good services	17	7.5	10.2	125.8%
Competitiveness - Has the ability to make different products	16	7.0	10.2	125.8%
Competitiveness - Adds value to their products	15	6.6	10.2	125.8%
Competitiveness - Offers combination of craft quality and price	14	6.2	10.2	125.8%
Competitiveness - No response	39	17.2	10.2	125.8%

Aspects evaluated	Standard deviation	Average	Variation coefficient
I know and participate in the activities developed by SEASC to manage crafts.	17.9	5.4	91.8%
I understand that the work that SEASC does is important to increase the sales of these crafts.	29.5	5.8	151.3%
I understand that the work that SEASC does is important to making crafts known throughout the region and also Brazil.	27.9	5.8	143.1%
I understand that the work SEASC does is important to encouraging people to begin making crafts in the city of Chapecó	33.1	6.3	169.7%
I understand that the work that SEASC does is important to encourage stores and people who have never bought handmade products to start buying them	19.6	5.4	100.5%
I seek support, attention and improvement to help my work as an artisan from SEASC	10.3	4.2	52.8%
SEASC seeks to offer me individual attention, help me and point out ideas that will improve my work	11.7	4.1	60.0%
SEASC hires people to give courses to learn to make new crafts that are different from the items that we already produce	20.3	5.4	104.1%
I know federal, state and/or municipal government programs and projects that are specific to artisans and which help improve the quality of our products and also offer ideas for new products	11.4	3.6	58.4%

Aspects evaluated	Average	Standard deviation	Variation coefficient
I give my opinion to SEASC to improve their work in publicizing the craft associations and stimulating their sales	4.2	4.2	50.0%
SEASC comes to my association and helps me, gives ideas for me to improve my work	4.3	6.8	79.1%
SEASC helps my association increase my income from crafts	4.3	6.4	76.2%
SEASC helps my association so I can sell products in new places that I did not know before.	4.2	6.6	78.6%
SEASC helps my association establish goals for producing a certain number of crafts per day	3.2	6.9	82.1%
SEASC helps my association make me feel more motivated to develop craft activities	4.7	6.6	78.6%

Aspects evaluated	A.F.	R.F.(%)	Standard deviation	Variation coefficient
Learned to make crafts based on their own initiative	63	31.5	26.9	67.3%
Learned how to make crafts with family and friends	57	28.6	26.9	67.3%
Learned to make crafts through school/ courses/ ateliers/ books or magazines	58	29.0	26.9	67.3%
Learned how to make crafts to satisfy their own tastes	97	44.9	29.5	109.8%
Learned to make crafts for subsistence	32	14.8	29.5	109.8%
Learned to make crafts for leisure/ to occupy idle time	28	13.0	29.5	109.8%
Participates in an artisan association or workgroup	65	41.7	18.4	23.6%
Does not participate in any artisan association or workgroup	91	58.3	18.4	23.6%
Buys materials to make crafts with other artisans	22	14.1	79.2	101.5%
Does not buy materials to make crafts with other artisans	134	85.9	79.2	101.5%
Sells crafts at the city Handicraft Fair	78	34.8	24.4	66.5%
Markets direct crafts in homes	36	16.1	24.4	66.5%
Sells crafts online	36	16.1	24.4	66.5%
Trades crafts in association stores and workgroups	26	11.6	24.4	66.5%
Customers most value product quality when they buy handmade products	99	63.5	31.1	161.1%
Promotes crafts via fairs and events	81	30.6	33.9	77.3%
Promotes crafts via family and friends	71	26.8	33.9	77.3%
Promotes handmade crafts via the internet (websites, blogs, social networks, email)	66	24.9	33.9	77.3%

Aspects evaluated	A.F.	R.F. (%)	Standard deviation	Variation coefficient
Sustainability and competitiveness can help craft and/or artisan activity	107	68.6	43.5	139.4%
Sustainability and competitiveness cannot help the craft and/or artisan activity	4	2.6	43.5	139.4%
I would support and participate more if SEASC were to adopt a sustainable and competitive management model	124	79.5	57.1	146.4%
I would not support and participate more if SEASC were to adopt a sustainable and competitive management model	4	2.6	57.1	146.4%
Action taken - Realization of new fairs and events	93	24.6	30.4	72.4%
Action held - Fixed location for the craft fair	80	21.2	30.4	72.4%
Action taken - Training in new craft courses	52	13.8	30.4	72.4%
Desired action - Crafts and tourism partnership	69	19.4	23.9	60.4%
Desired action - Municipal craft website	68	19.1	23.9	60.4%
Desired action - Coverage at the fixed place of the craft fair	59	16.6	23.9	60.4%
Average evaluation of the current crafts management by SEASC	7.5	-	-	-
Artisan perception - SEASC should offer different craft courses	18	7.0	7.7	143.1%
Artisan perception - There is support, effort, and dedication in the work carried out by SEASC	16	6.2	7.7	143.1%
Artisan perception - SEASC’s work is very good	15	5.8	7.7	143.1%
Artisan perception - SEASC has a good team and offers good services	15	5.8	7.7	143.1%
Artisan perception - SEASC lacks support and a greater presence on the part of the association	11	4.3	7.7	143.1%
Artisan perception - SEASC does good work	11	4.3	7.7	143.1%

Fundação Getulio Vargas, Escola Brasileira de Administração Pública e de Empresas Rua Jornalista Orlando Dantas, 30 - sala 107, 22231-010 Rio de Janeiro/RJ Brasil, Tel.: (21) 3083-2731 - Rio de Janeiro - RJ - Brazil
E-mail: cadernosebape@fgv.br

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[1] Anderson Aquiles Viana Leite - Masters in Administration - UNOESC; Professor at the UCEFF Faculties, Department of Administration, Chapecó, SC, Brazil. E-mail: anderleite1970@gmail.com