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Doctoral Thesis
DOI
10.11606/T.16.2012.tde-30112012-145901
Document
Author
Full name
Eloisa Ramos Ribeiro Rodrigues
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2012
Supervisor
Committee
Vargas, Heliana Comin (President)
Cachinho, Herculano Alberto Pinto
Castilho, Ana Luisa Howard de
Mazzon, Jose Afonso
Pacheco, Susana Mara Miranda
Title in Portuguese
Shopping a céu aberto no Brasil: transformações, estratégias e perspectivas da rua comercial na sociedade de consumo contemporânea
Keywords in Portuguese
Comércio
Planejamento territorial urbano
Políticas públicas
Ruas comerciais
Setor terciário
Abstract in Portuguese
A tese tem como objetivo refletir sobre transformações, estratégias e perspectivas da rua comercial na sociedade de consumo contemporânea, analisando o fenômeno denominado 'shopping a céu aberto', emergente no Brasil a partir da década de 1990, através do qual a 'gestão de ruas comerciais' tem sido ampliada. Buscando contextualizar a cultura de consumo atual na qual este processo se insere, mostra que as intervenções urbanísticas que envolvem a promoção da rua comercial decorrem de estratégias empresariais adotadas pelos diferentes formatos de varejo em competição no mercado. Através de revisão de literatura discute a experiência internacional, situando o estágio de desenvolvimento das práticas no Brasil no sentido de compreender as perspectivas de avanço. A principal contribuição consiste no estudo da experiência brasileira, que se deu através da avaliação qualitativa de três programas formalmente constituídos: 1) Programa de Ruas Comerciais de São Paulo; 2) Programa Polos do Rio; 3) Programa de Revitalização de Espaços Comerciais do SEBRAE. Os resultados obtidos permitem demonstrar que a gestão de ruas comerciais no Brasil é incipiente, tendo em vista os resultados gerais alcançados como decorrência das dificuldades operacionais, da fragmentação das ações, da falta de cooperação, e da descontinuidade total ou parcial dos programas. Concluiu-se que a gestão é um instrumento eficaz para recuperação da atividade econômica e dinamização das ruas comerciais, contudo o avanço e consolidação desta prática no Brasil dependem de suporte político e amadurecimento organizacional.
Title in English
"Open air shopping in Brazil" chnges, strategies, and perspectives of the commercial street in contemporary consumer society
Keywords in English
Commercial streets
Public policy
Retail
Third sector
Urban planning
Abstract in English
This thesis aims to reflect on changes, strategies and perspectives of the commercial street in contemporary consumer society, analyzing the phenomenon of 'open air shopping', which appears in Brazil since the 1990s. The 'management of shopping streets' has expanded its activities from this time. The thesis demonstrates that urban interventions that involve the promotion of the shopping street as a place of consumption arising from business strategies adopted by different formats of retail competition in the market. Through literature review discusses the international experience, and compares the stage of development of similar experiences in Brazil, aiming to understand the prospects for advancement. The main contribution is the study of the Brazilian experience, done by qualitative evaluation of three programs formally established: 1) Program for Commercial Streets of Sao Paulo, 2) Polos do Rio Program, 3) SEBRAE Program of Commercial Revitalization. The results obtained demonstrate the thesis that the management of shopping streets in Brazil is still incipient, due to operational difficulties, the fragmentation of activities, lack of cooperation, and the total or partial interruption of programs. In conclusion it is stated that management is an effective instrument for economic recovery and revitalization of shopping streets, but the advance and consolidation of this practice in Brazil depend on political support and organizational maturity.
 
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Publishing Date
2012-12-20
 
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