FEMALE ENTREPRENEURSHIP: A CASE STUDY OF THE DOCES DO REI COMPANY IN ILHÉUS-BAHIA.

Abstract

: Entrepreneurship, especially in the Brazilian context, is gaining increasing relevance due to a variety of factors, which include the search for opportunities, incentives for this type of activity and the need to generate resources, especially in developing nations facing crises economic, where high unemployment rates lead people to choose, often informally, to start their own businesses as a way of making a living. To better understand this growth and option for the activity, qualitative research was carried out, using oral history, seeking through the reports of entrepreneur Tatiane Rodrigues to understand her trajectory in the market and achieve the research objectives. To achieve them, it was essential to use her theory to evaluate the panorama of entrepreneurship in Brazil and also to seek relevant data on female entrepreneurship in order to analyze the growth of this market. This allowed a more complete and grounded view of entrepreneurial dynamics, enabling the achievement of the objectives proposed by the research. The results allowed a comparison with previous studies, pointing out that many characteristics inherent to women are taken into their management in companies, in addition to their ability to play multiple roles, seeking to find a balance between family and business.