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Repensando a performatividade de mercados para além da escola gerencial de marketing: em defesa de uma opção decolonial
DOI: https://doi.org/10.21529/RECADM.2024011
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Nos últimos anos, um movimento de pesquisa eminentemente europeu, intitulado de Estudos Construtivistas de Mercado (ECM), vem ganhando proeminência no âmbito da disciplina de Marketing. Influenciado pela tese da performatividade de Michel Callon, o referido movimento estabelece uma vertente de pesquisa que explora a forma com que o conhecimento de marketing produz realidades de mercados. Contudo, a produção de mercados neoliberais pela hegemônica Escola Gerencial de Marketing parece não ser problematizada, mesmo com a proliferação de críticas destinadas a essas versões de mercado desenvolvidas pela academia e pela sociedade em territórios marcados pela experiência colonial. A partir desta lacuna, este ensaio tem por objetivo investigar de que forma o conceito de border thinking pode ser utilizado para decolonizar a performatividade de mercado produzida pela Escola Gerencial de Marketing. Para tanto, foi conduzido um esforço inicial em provincializar a emergência e a consolidação da escola de pensamento dominante em marketing no território norte-americano, para revelar, em seguida, suas dimensões de colonialidade que ajudam a explicar por que é tão difícil performar realidades alternativas de mercado. Neste sentido, espera-se contribuir para que o movimento de Estudos Construtivistas de Mercado no Brasil não somente produza a realidade de mercados neoliberais, mas também versões alternativas pluriversais mais justas e solidárias capazes de beneficiar e garantir melhores condições à maioria das vidas, humanas e não-humanas, tanto no Sul quanto no Norte Global.
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