Empreendedorismo por engajamento e “sustentabilidade projetual”: leitura dos processos dos designers empreendedores, pelo design estratégico

Abstract

The designers are performing on several fronts and undertaking the search for world transformation. Sustainability is a value that these entrepreneurial designers often share. They are not entrepreneurship by necessity (they are not obliged to undertake to survive) or by opportunity (they do not engage on a market opportunity whose relationship between risk and return is clearly advantageous). This is an entrepreneurship through engagement, because companies are created because they believe in the cause of sustainability. Initially, in fact, sustainability is a trend of its business, being characteristic of the projects elaborated and implemented, and thus we identify the concept of sustainable project. Soon, however, they understand the difficulty of sustaining their business in a socioeconomic system that attaches secondary importance to sustainability. It becomes necessary a strategic elaborateness that allows a project sustainability, in which sustainability works with the project, not exactly as its trend, but as a substantive characteristic that guarantees its possibility. The objective of the dissertation is to understand the sustainable project in the processes elaborated by the designer-entrepreneurs understand the articulation of the processes of strategic design and entrepreneurship, in the scope of sustainability, elaborated by the entrepreneur-designers. To this end, the present exploratory research conducted in-depth interviews with designers-entrepreneurs. In addition to identifying and defining the aforementioned concepts, the research describes the characteristics of these enterprises and entrepreneur-designers.