Estratégias empreendedoras utilizadas na agroindústria de polpa de frutas Cajá Frut em Cajazeiras-PB.

Abstract

Agribusiness is a very important sector for the Brazilian economy, where its success, as well as the agroindustry, depends on factors such as: index of commercial opening, modernization and use of efficient technologies, increased consumption in domestic and foreign markets and constant increase in the total productivity of the factors listed above. Therefore, an efficient management of the rural enterprise is necessary for sustainability to be achieved, through the improvement of the management methods and strategies used. The objective of this research was to evaluate the application of entrepreneurial strategies used by rural entrepreneurs in the Cajá Frut agribusiness. The proposed study was carried out in this agribusiness, located in the community of Sítio Coxos, rural area of the city of Cajazeiras, Alto Sertão da Paraíba. The methodology used was a bibliographic research, case study and action research, in addition to the application of the monitoring spreadsheet of the Agribusiness Incubator of Cooperatives, Community Organizations, Associations and Rural Settlements in the Semi-arid of Paraíba (IACOC), which is related to the management of the Reference Center for Support to New Enterprises (CERNE) and the Brazilian Micro and Small Business Support Service (Sebrae), as the result indicators. During the two-year period, monitoring was carried out analyzing five thematic axes: technology, market, capital, management and entrepreneur; and their respective aspects, to verify the development of the agribusiness and from the identification of these aspects, corrective and development actions were proposed. The results found demonstrate the effectiveness of the IACOC's monitoring spreadsheet, as it was possible to identify which axes the agribusiness least evolved (capital and management), and with that, outline entrepreneurial strategies to foster business growth. The results also point out the importance of the fruit pulp agribusiness as an entrepreneurial activity and how this activity is a source of job and income generation for rural producers. Added to this, the use of entrepreneurial strategies, such as the construction of the visual identity manual, the Good Manufacturing and Food Handling Practices, the construction of the label design, the search for information, opportunities and initiatives, the planning strategic, technical guidelines about the business, among others, which contribute considerably to the development of any business, especially the agribusiness, source of this study. Finally, partnerships with several development agencies such as IACOC, Sebrae, PASP, the Environment Secretariat of the Municipality of Cajazeiras-PB, Fundação Parque Tecnológico da Paraíba, UFCG and Agroindustry Fonte do Sabor, are of great relevance to the maturity of the enterprise, so that they are structured for a future incubation.