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A sororidade como fator de sucesso para a jornada do empreendedorismo feminino através do design thinking
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Abstract(s)
O objetivo da pesquisa partiu de questões pessoais e socioculturais relacionadas ao empreendedorismo da mulher na sociedade contemporânea.
A revisão da literatura baseou-se em três grandes conceitos: empreendedorismo feminino, sororidade e design thinking, fundamentados nas concepções do Global Entrepreneurship Monitor, nos Objetivos de Desenvolvimento Sustentável da ONU e de autores como Paula Roschel e Tim Brown. As preocupações principais referem-se à posição da mulher na sociedade patriarcal, às concepções equivocadas do feminismo e à necessidade de uma troca colaborativa de conhecimento. Para responder a essas questões, essa pesquisa coloca a sororidade1 como objetivo e eixo condutor para iniciativas de intercâmbio, que possam contribuir para o sucesso do empreendedorismo feminino. Tal intercâmbio possibilita a criação de poderosas alianças, capazes de motivar, instruir e até ampliar as relações, com seus princípios de cooperação e empatia.
Para tanto, foi utilizada a estrutura de pensamento da IDEO2, baseada nos princípios do Design Thinking, que permitiu identificar dificuldades e motivações, e desenhar o mapa da jornada, respeitando as frustrações e necessidades de cada uma das personas3 criadas pela autora. Assim sendo, a metodologia constou de entrevistas com 10 empreendedoras brasileiras e formulários com 40 mulheres brasileiras, os quais identificaram padrões importantes, como: as adversidades em empreender sozinha, os entraves de uma sociedade patriarcal, a dificuldade na relação entre as mulheres e a falta de conexão com o feminismo. O processo metodológico desenha uma plataforma que valoriza apoio e motivação entre mulheres e cria redes de conexão, pertencimento, empreendedorismo e sororidade.
The aim of the research began with personal and socio-cultural issues related to women's entrepreneurship in contemporary society. The literature review was based on three major concepts: female entrepreneurship, sorority and design thinking, grounded in conceptions of the Global Entrepreneurship Monitor, the UN Sustainable Development Goals and authors such as Paula Roschel and Tim Brown. The main concerns refer to the position of women in patriarchal society, to the misconceptions of feminism and the need for a collaborative exchange of knowledge. To answer these questions, this research places sorority as a guiding principle for exchange initiatives, which can contribute to the success of female entrepreneurship. Such an exchange enables the creation of powerful alliances, capable of motivating, instructing and even expanding relationships, with their principles of cooperation and empathy. For that, IDEO's thought structure was used, based on the principles of Design Thinking, which allowed identifying difficulties and motivations, and drawing the journey map, respecting the frustrations and needs of each person created by the author. Therefore, the methodology consisted of interviews with 10 Brazilian entrepreneurs and forms with 40 Brazilian women, which identified important patterns, such as: the adversities of undertaking alone, the obstacles of a patriarchal society, the difficulty in the relationship between women and the lack of connection with feminism. The methodological process designs a platform that values support and motivation among women and creates networks of connection, belonging, entrepreneurship and sorority.
The aim of the research began with personal and socio-cultural issues related to women's entrepreneurship in contemporary society. The literature review was based on three major concepts: female entrepreneurship, sorority and design thinking, grounded in conceptions of the Global Entrepreneurship Monitor, the UN Sustainable Development Goals and authors such as Paula Roschel and Tim Brown. The main concerns refer to the position of women in patriarchal society, to the misconceptions of feminism and the need for a collaborative exchange of knowledge. To answer these questions, this research places sorority as a guiding principle for exchange initiatives, which can contribute to the success of female entrepreneurship. Such an exchange enables the creation of powerful alliances, capable of motivating, instructing and even expanding relationships, with their principles of cooperation and empathy. For that, IDEO's thought structure was used, based on the principles of Design Thinking, which allowed identifying difficulties and motivations, and drawing the journey map, respecting the frustrations and needs of each person created by the author. Therefore, the methodology consisted of interviews with 10 Brazilian entrepreneurs and forms with 40 Brazilian women, which identified important patterns, such as: the adversities of undertaking alone, the obstacles of a patriarchal society, the difficulty in the relationship between women and the lack of connection with feminism. The methodological process designs a platform that values support and motivation among women and creates networks of connection, belonging, entrepreneurship and sorority.
Description
Keywords
Design thinking Empreendedorismo feminino Feminismo Sororidade