Tradição, crise e gestão empresarial na agroindustria rapadureira: os casos dos engenhos "Brejão", "Rapadura da Chave" e "Santana", em Barbalha-Ceará

Abstract

In this study aspects related to rapadura, its crisis and production in Barbalha, city of Cariri, south of State of Ceará are studied with basis on the block of three factories of rapadura, also know by engenhos, using the so called case's studies. The more important hypothesis to explain the problem are related to the deficiencies and unsuitable proceedings in the development cf agricultural and agroindustrial activities in the Region; in the technology used in the productive process of sugar cane, rapadura and similar products; in the strategic marketing with quality management in the industry of rapadura and, last but not least, in the development of market potential of activities related of rapadura. lt was show how the semi craft way of organization of engenhos in Barbalha is related with sector crisis. The production of rapadura doesnt incorporates improvements to the final product. The use of refined sugar and other similar products and the timidity of producers in getting new markets has caused the reduction of sells and the closure of engenhos in Cariri, mainly in Barbalha. By the other hand, the efficient management with total quality and the marketing of new products are considered good alternatives for the engenhos. The conquest of new internal and external consumer markets and the maintenance of traditional markets represent a feasible alternative to the self sustained development of agroindustry of rapadura in Barbalha.