Bens e serviços para idosos residentes em regiões periféricas da cidade de São Paulo: a dinâmica dos aparelhos auditivos

Abstract

The sustainability of cities depends on the logistics aspect related to the transportation of people residing in peripheral regions of large municipalities and who need attention regarding access to goods and services, whether public or private. In the particular case of the elderly residents far from the center of the city of São Paulo they go through the difficulty of aging itself, the question of recklessness in the face of low security in the most central area of the city, lack of public transportation options, distances extended by human growth and inaccessibility to public and private services. We investigated the issue of the elderly with hearing problems who need care to acquire hearing aids and the maintenance of such equipment. The general objective is to present the elements, based on the three pillars of sustainability (Triple Bottom Line), which can contribute to the improvement of the provision of goods and services to elderly people who use hearing aids and live in peripheral regions of the city of São Paulo. Methodologically, the research was based on a mixed approach: qualitative and quantitative, and also based on bibliographic review, documentary analysis and statistical analysis from a field survey and structured questionnaire application. From the economic point of view, the company under study provided new possibilities and new real gains with the new sales strategy adopted, which is consistent with door to door sales and through agreements with commercial partners located in the neighborhoods where their clientele reside. Socially, there was a great deficit of urban rigging and public investments in the direction of adequately adapting to the local needs of the population: the access to health to be improved, ergonomically lacking works, optimization of the elements essential to urban mobility (in face of the neighborhoods of Capão Redondo and Grajaú) such as public transport and others. From the environmental point of view, the company under study innovated by being able to reduce the amount of carbon dioxide initially promoted in its regionally directed sales. The contributions to the presented practice showed that new strategies of approaching the company with the clientele can supply the demand of a sustainable way for the lesser part of the city. As contributions to the theory the research was shown to be relevant when presenting that the tripod of sustainability can be applied by companies in diverse segments, as exposed, the branch of hearing aids in peripheral regions of the city of São Paulo. It is also concluded that if the entrepreneurs intelligently apply their resources, beneficially will influence the quality of life of their clientele, even more positively enhancing their business as a whole.