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Repercussions
The main objective of the Strategy and Marketing Study Group (GEEM), which started its activities in EBAPE in 2004, is to develop, disseminate and apply knowledge in the areas of strategy and marketing, in line with a critical-creative approach, through research activities, education and consultancy. The main focuses for development by the GEEM are: (a) questioning the universal and ahistorical character of academic knowledge in administration; (b) questioning the relevance of academic knowledge in the areas of strategy and marketing; and (c) promoting an exchange of knowledge with researchers and research groups from different areas in Brazil and abroad.
The main differential and innovative feature of the GEEM in relation to other research groups in the areas of strategy and marketing is the development of works that both respect and transcend the traditional boundaries of what is conventionally called 'strategy' and 'marketing', as well as the interfaces between these two traditional areas. More specifically, the GEEM promotes interdisciplinarity between these two areas and other areas of knowledge in the Social Sciences through an approach that combines criticism and creativity for the construction and dissemination of relevant academic knowledge.
A second distinctive feature of the GEEM is scrutiny not only of the private sector, but also of the public sector; correspondingly, not only of economic but also of social and political dimensions. Moreover, the GEEM promotes developments that seek to transcend traditional distinctions between public and private and between economic, social and political dimensions.
A third feature of the GEEM is the quest for the necessary balance between relevance (focus on the practical aspects) and rigor (focus on the scientific aspects) in academic productions through various forms of approximation and distancing between its components and the practitioners of (private and public) organizations, society, market and academia proper.
Through this critical-creative approach, the academic works have been geared towards publication and presentation not only in academic journals and in national and international congresses, but also in media and contexts that are usually overlooked by academia. Furthermore, the GEEM has been fostering dialogue and specific developments involving areas of research, education and consultancy in order to review and update both the subjects taught by their components in undergraduate and graduate lato sensu and stricto sensu (physical attendance and on-line) courses and also academic research and consultancy projects.
The Group's principal activities are concentrated on three lines of research: (a) Strategic Management; (b) Marketing Strategy; and (c) Consumption and Society.
Click here for e-mail contact with the GEEM Group
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