Viver da dança: ferramentas de design estratégico (de) para posicionamento de pequenas companhias no mercado cutural

Abstract

The structural dynamics of the dance market reveal a persistent disconnection between artistic production and financial returns, thereby posing significant challenges to the sector's economic sustainability. In response to this issue, methodologies such as coolhunting and strategic planning, alongside tools for conceptual development, are proposed as mechanisms to systematize the organizational processes of dance companies. A marked integration of digital technologies in contemporary dance practices is evident, and their incorporation into strategic frameworks for small groups is deemed indispensable. This study hypothesizes that Strategic Design can be collectively applied throughout all phases of a company’s development—from structural organization to the creation of new artistic proposals—in order to inform and guide production within the dance field. The objective of this research is to examine the applicability of strategic design tools in supporting small dance companies in securing financial resources, ensuring organizational continuity, and preserving the core artistic values of their work. The dance collective *Provisório Corpo* was selected as a case study for the development of a strategic design prototype. The simulation was conducted using data obtained from document analysis, particularly of projects submitted to and approved by the cultural incentive program of the municipality of Uberlândia, Minas Gerais, Brazil. The project comprised a scope analysis, strategic definition, and scenario construction. The outcomes were synthesized into a strategic panel, which underwent heuristic evaluation to validate the proposed strategies. The final considerations underscore the practical relevance of the tools developed and emphasize the potential for their application in future research within the dance field. While the need to optimize organizational strategies is critical for the cultural market integration of dance companies, such efforts do not diminish the essential role of public funding and state support. It is proposed that the methodologies and materials developed herein can be revised, tested, and replicated by researchers and artists alike, contributing to the refinement and expansion of strategic practices in the performing arts.