The role of Sebrae in implementing the Brazilian Handicraft Program in the Northeast

Abstract

This article aims to examine the role of the Brazilian Micro and Small Business Support Service (Sebrae) in implementing the Brazilian Handicraft Program (PAB) in the Northeast of Brazil. The analysis focuses on how Sebrae contributes to the management and execution of this program, emphasizing the interactions between the institution and the artisans, the collaboration between Sebrae and the State, and the impact of these actions on the marketing of handicrafts. Using a qualitative methodology of categorical content analysis based on semi-structured interviews with Sebrae managers, the study’s results are identified in three main categories: the relationship between Sebrae and the artisan, the relationship between Sebrae and the State, and the marketing of handicrafts. The findings reveal significant efforts by Sebrae to train artisans and promote handicrafts, yet questions emerge about the depth and sustainability of these initiatives. Sebrae's interaction with the artisans, despite showcasing an effort in entrepreneurship training, appears not to fully address the cultural and social complexities that permeate the handicraft activity.

Keywords:
handcraft; public policy; implementation of public policies; SEBRAE