ON THE IDEA OF EFFECTUAL AND EMANCIPATORY MANAGEMENT: SARASVATHY, BRAZILIAN AUTHORS, AND A LOOK AT WOMEN ENTREPRENEURS FROM THE OUTSKIRTS OF RIO DE JANEIRO

The research question addressed here is: which Brazilian authors share with Saras Sarasvathy an emancipatory vision of management? Based on this question, the study proposes a dialogue between the logic of effectuation and Brazilian theoretical perspectives that challenge the universalization of management models. Drawing on empirical data gathered from women entrepreneurs in the peripheral territories of Rio de Janeiro, the study connects the five principles of effectuation—bird-in-hand, affordable loss, crazy quilt, lemonade, and pilot-in-the-plane—with concepts such as the virador (the resourceful turn-around agent), ordinary management, and the entrepreneur at the crossroads (empreendedor de encruzilhada). The analysis reveals that these perspectives converge on aspects often overlooked: concrete action, daily life, and the social ties that sustain a business. Situating effectuation within the context of Brazil’s peripheral areas shows that these rationalities do not compete for space; rather, they mutually reinforce one another.