Page 611 - Economia Azul - versão: inglês

businesses and innovation, more in line with duction and integration of information that contemplates specific local productive for the Coastal Zone that has an interface
the needs of the 21st century. This Blue Eco- and the generation of new knowledge; arrangements for each of the Coastal Zo- with the National Territorial Planning Policy
nomy can be defined as a “sustainable sea . Increase in business investment in ma- nes and their adjacent oceanic regions. (PNOT), the Brazilian National Plan for Coas-
economy, resulting from the balance be- ritime economic activities. The design concept ceases to conceive tal Management (PNGC), the Marine Spatial
tween economic activity and the long-term only products and starts to include proces- Planning (MSP) and the Sector Plan for Sea
capacity of ocean ecosystems to support ac- The Blue Economy, in which already con- ses, systems and organizations, assuming Resources (X PSRM – CIRM).
tivities that do not affect the services provi- solidated economic sectors are being transfor- a strategic position that assists in the deci- Blue Business Design (BBD) should be
ded by these ecosystems, thus remaining re- med in a growing potential future alignment, sion-making of entrepreneurs (NICOLETTI; linked to the concept of Intelligent Specia-
silient and healthy.” (BLUE ECONOMY, n/d). is developed in the European Union through SCALETSK; FRANZATO, 2018). Strategic lization, whose structure is based on a se-
It should be noted that the Blue Economy aquaculture activities, coastal tourism, mari- business design is an administration, mana- lection of activities considered strategic for
needs to face a set of relevant challenges and ne biotechnology, ocean renewable energy. gement and governance methodology that the development and change of the social
opportunities, as highlighted by the Challen- This is an important vision of the European maintains its focus on sustainability, pro- structure of a region (PINTO et al., 2019).
ges of the Sea Forum 2030, Ocean Forum/ Community, which brings new business de- moting well-being among actors, stakehol- It refers to the socioeconomic structuring
PWC (OCEANO FORUM, n/d), they are: signs to coastal and maritime environments, ders and direct or indirect investors at the of a region seeking to achieve a network
a concept that is still emerging for many cou- interface of activities and tasks of the bu- of scientific, technological and innovation
. Decarbonization and energy transi- ntries, but has great potential for economic siness as a whole. Strategic design is able domains, standing out from the others for
tion, which evidently affects all sectors value and job creation, as well as for valuing to consider all aspects in the development development. This network has the role of
of the maritime economy and espe- ecosystem services. The world sea economy of a business model, contemplating the re- catalyzing these domains for a structural
cially the sectors of the naval indus- was conservatively valued at around US$1.5 lationships between organization, market change in a region. The model assumes the
tries, maritime transport and marine trillion per year in 2010 (equivalent to 2.5% and users, as well as product development, participation of teaching and research insti-
renewable energies; of GDP) by the OECD (2016). According to value generation, and must be connected tutions, companies, government and socie-
. Circularity of the economy, in the sense the European Commission (2021), if the glo- to the territory where it is developed (NI- ty, whose participation in management is
of transforming linear models of produc- bal blue economy were a country, it would COLETTI; SCALETSKY ; FRANZATO, 2018). fundamental. For the model to be success-
tion to circular models, a challenge that be the seventh largest in the world, and the Blue Business Design (BBD) has its matrix ful, the region must be able to define three
is transversal to all sectors and especially ocean, as an economic entity, would be a in strategic design; however, it is linked to factors: vision of the desirable future; esta-
to the fishing sector (conservation and member of the G7, securing 4.5 million di- the SDGs (Sustainable Development Goals) , blishment of a list of priorities and imple-
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transformation) and the naval industries; rect jobs with the growth of innovative sec- especially those that have great adherence mentation of the most appropriate actions.
. Digital transition, a challenge across all tors such as: renewable marine energy; blue to themes related to coastal zones and adja-
sectors, established and emerging; bioeconomy; biotechnology and desalination cent oceanic regions, elimination of poverty 3.1. Methodology for design
. Marine environment research, the pro- (EUROPEAN COMMISSION, 2021). and generation of income. Its definition is application
the proposition of a set of viable and eman-
3. Blue Business Design (BBD) cipatory economic activities, for the diffe- The Blue Business Design has its ori-
rent marine and coastal spaces, through gin in Barros (2007) and contains 4 (four)
The difficulty of the integrated mana- the adjacent continental and oceanic sys- an innovative and thought-provoking bu- phases in its execution, having an inter-
gement of coastal spaces is based on the tems, which cause multiple conflicts over siness design, observing local characteristi- disciplinary character through a dialogue
difficulty of government agencies, at their the economic, social, environmental, and cs, the role of politics, innovation, and the of knowledge between the various actors:
different scales, to articulate, systematize political dimensions of national develo- environment, focused, mainly to generate academics, government, and civil society in
and manage information that allows for pment strategies. Therefore, researchers employment and income. A replicable me- a context of a focus group. The methodo-
the knowledge of the potential and econo- with different backgrounds were mobilized thodology that serves as a basis for evalua- logy starts from the historical-spatial analy-
mic weaknesses of the relations between to systematize a choice of business model ting and proposing economic activities sis, considering their uses and conflicts in

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