Urban management is one of the themes that has been challenging the public administration. This article analyzes the urban management and public administration from the real state market and social insertions that influences the city growth. The central thesis of the study is that the paradigm of economic rationality is not sufficient to absorb the diversity of variables present in a field such as real state, thus starts from the assumption that the study of a field from the social insertions is an efficient way to understand the social representations and their impact. That's because the real state sector represents a variety of conflicts that ultimately influence public policy. Among the achievements stands out cataloging Florianopolis in cores of real state development and initial identification of prevalent social insertions in each of these nucleus, as well as an interpretation of the meaning and role of analytical social background. The conclusion is that the new economic sociology is the most appropriate theoretical framework for the study of complex fields and that, among the social insertions, you need to include a new category called environmental insertion.
new economic sociology; economic racionality; social insertion
