This article is aligned with Burgess and Steenkamp's suggestion of the need for a marketing renaissance through research into emerging markets in order to advance marketing science and practice. The objective was to study the consumer socialization of preadolescents and adolescents living in the city of Rio de Janeiro. The study also seeks to understand the consumer socialization process and primary influences. Being an exploratory study, it was developed through interviews with 10 participants, aged 11-13. Findings highlighted aspects not yet reported by the international literature, such as the postponement of mobility and autonomy for consumer behaviour because of parents' concerns with violence in a major urban centre. Another issue that is discussed is the probability that grandparents and domestic workers act as potential agents for children's consumer socialization.

ResumoEste estudo teve por objetivo compreender a transição de profissionais qualificados que abriram mão de carreiras corporativas para empreender seus próprios negócios, mantendo-se em suas áreas profissionais. As pesquisadoras buscaram identificar nas narrativas dos entrevistados dilemas, motivações, satisfações e indícios que pudessem demonstrar de que forma suas experiências corporativas impulsionaram e/ou influenciaram as suas experiências empreendedoras.Trata-se de uma pesquisa qualitativa, de caráter exploratório (DENZIN e LINCOLN, 1994). Oito casos foram analisados à luz da literatura de relações de trabalho, que reconhece a erosão nas relações de longo-prazo entre empregado e empregador (CAPELLI, 1999) e os decorrentes encargos impostos sobre os profissionais (HARVEY, 1992). Os resultados deste estudo reforçam fatores motivadores do empreendedorismo já antecipados pela literatura, como a busca por flexibilidade, autonomia e melhor qualidade de vida. Além disso, revelam antecedentes não considerados pelos modelos explicativos do empreendedorismo, como a busca por uma prática profissional capaz de refletir valores e crenças pessoais não encontrados no mundo corporativo. Este estudo ilustra como, no Brasil, o empreendedorismo está emergindo como uma resposta dos indivíduos às insatisfações, dilemas e questionamentos enfrentados em suas respectivas trajetórias profissionais. Palavras-chave:Empreendedorismo. Relações de trabalho. Carreira. Organizações. AbstractThis study aimed to understand the transition of skilled professionals who give up corporate careers to set up their own businesses in their original professional areas. The researchers sought to identify in the respondents' narratives their dilemmas, motivations, satisfaction and other evidence that might show how their experiences in different organizations boosted or influenced their entrepreneurial initiatives. This is a qualitative study, employing an exploratory approach (DENZIN and LINCOLN, 1994). Eight cases were analyzed in the context of the literature of working relations that recognizes the erosion in long-term relationships between employees and employers (CAPELLI, 1999) and the consequences imposed on professionals (HARVEY, 1992). The conclusion reinforces the findings of previous researchers by identifying the motivating factors for entrepreneurship, such as the drive for flexibility, autonomy and improved quality of life. Moreover, this study reveals some antecedents not previously considered in the literature-for example, individuals wishing to reflect their personal values and beliefs in their own businesses. The paper illustrates how entrepreneurship is emerging in Brazil as a response to dissatisfaction and dilemmas in the workplace.

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