contornando o estigma: uma análise dos estúdios de tatuagens em belo horizonte

Small businesses are vital to the economy, contributing to PIB and to job creation. Howerver, most part of these businesses have difficult to survive, what reveals problems in theirs managament processes. They reproduce, in a micor scale, models of capitalist industrial large corporations from developed countries. Strategy as social practice is a very adequate approach to understand dynamics of small business, because it considers business routines and admits other rationalities basides economic one influencing business processes. In this paper, we deal with comprehension of strategies of tattoo’s studios in Belo Horizonte, businesses with services considered social stigma. Through a multicase study, based mainly on interviews with tatooist and tatooed, data was interpreted acoording discourse analysis. Main results suggest that strategies in this business are associated to a ressignification of tatoo to, through modification of image, from marginal to work of art, be possible bypass social stigma in body corporal and keep business with economic viability.