The Use of Digital Marketing: An Analysis of Companies in a Technological Park

Detalhes bibliográficos
Autor(a) principal: Victorino, Karoline
Data de Publicação: 2020
Outros Autores: Sordi, Jefferson Dobner, Gonçalves, Manuela Albornoz, Rauber, Luis Henrique, Jahn, Nivia Maria
Tipo de documento: Artigo
Idioma: por
eng
Título da fonte: Revista de Empreendedorismo e Gestão de Pequenas Empresas - REGEPE
Texto Completo: https://www.regepe.org.br/regepe/article/view/1748
Resumo: Purpose: to understand how small companies located in a technology park make use of strategic actions and digital marketing tools to promote their business.Methodology/approach: an exploratory data collection was systematized, with a qualitative approach, through in-depth interviews with entrepreneurs in the technology park.Main results: the research demonstrated that entrepreneurs have difficulties in the formation and execution of digital marketing strategies. The knowledge they retain about each tool reflects their use.Theoretical/Methodological contributions: a framework was built, demonstrating how small companies execute their digital marketing strategies, together with the role of knowledge of the tools and their metrics, in the use and actions performed by organizations.Relevance/originality: to understand how companies inserted in innovation environments use the different strategic actions that digital marketing offers and how they perform the proper monitoring of these actions.Social/management contributions: from work, small business managers can recognize what are the barriers encountered in the execution of digital marketing strategies, seeking solutions to overcome these challenges, in the light of their knowledge and the potential impacts on business.
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spelling The Use of Digital Marketing: An Analysis of Companies in a Technological ParkUso do Marketing Digital: Uma Análise de Empresas de um Parque TecnológicoMarketing DigitalMarketing Digital Strategic ActionsMetricsMarketing DigitalAções Estratégicas de Marketing DigitalMétricasPurpose: to understand how small companies located in a technology park make use of strategic actions and digital marketing tools to promote their business.Methodology/approach: an exploratory data collection was systematized, with a qualitative approach, through in-depth interviews with entrepreneurs in the technology park.Main results: the research demonstrated that entrepreneurs have difficulties in the formation and execution of digital marketing strategies. The knowledge they retain about each tool reflects their use.Theoretical/Methodological contributions: a framework was built, demonstrating how small companies execute their digital marketing strategies, together with the role of knowledge of the tools and their metrics, in the use and actions performed by organizations.Relevance/originality: to understand how companies inserted in innovation environments use the different strategic actions that digital marketing offers and how they perform the proper monitoring of these actions.Social/management contributions: from work, small business managers can recognize what are the barriers encountered in the execution of digital marketing strategies, seeking solutions to overcome these challenges, in the light of their knowledge and the potential impacts on business.Objetivo - entender como as pequenas empresas localizadas em um parque tecnológico fazem uso de ações estratégicas e ferramentas de marketing digital para promover seus negócios.Metodologia/abordagem - sistematizou-se uma coleta de dados exploratória com abordagem qualitativa através de entrevistas em profundidade com empresários do parque tecnológicoPrincipais resultados - A pesquisa demonstrou que os empreendedores apresentam dificuldades na formação e execução de estratégias de marketing digital. O conhecimento que cada empreendedor tem de cada ferramenta tem reflexos no uso que ele faz das ferramentas disponíveis.Contribuições teóricas/metodológicas  - Construiu-se um framework demonstrando de que forma as pequenas empresas executam suas estratégias de marketing digital do papel que o conhecimento das ferramentas e métricas tem no uso e nas ações executadas pelas organizações.Relevância/originalidade - Viu-se a oportunidade de entender como empresas inseridas em ambientes de inovação utilizam as diversas ações estratégicas que o marketing digital oferece e como elas realizam o devido monitoramento das ações realizadasContribuições sociais / para a gestão - A partir do trabalho, os gestores de pequenos negócios podem reconhecer quais são as barreiras que encontram para execução de estratégias de marketing digital e buscarem soluções para superar esses desafios, à luz do seu conhecimento e potenciais reflexos nos negócis.ANEGEPE - Associação Nacional de Estudos em Empreendedorismo e Gestão de Pequenas Empresas2020-09-02info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttps://www.regepe.org.br/regepe/article/view/174810.14211/regepe.v9i4.1748REGEPE Entrepreneurship and Small Business Journal; Vol. 9 No. 4 (2020): Sept./Dec.; 672-694REGEPE Entrepreneurship and Small Business Journal; Vol. 9 Núm. 4 (2020): sept./dic.; 672-694REGEPE Entrepreneurship and Small Business Journal; v. 9 n. 4 (2020): set./dez.; 672-6942965-1506reponame:Revista de Empreendedorismo e Gestão de Pequenas Empresas - REGEPEinstname:Associação Nacional de Estudos em Empreendedorismo e Gestão de Pequenas Empresas (ANEGEPE)instacron:ANEGEPEporenghttps://www.regepe.org.br/regepe/article/view/1748/pdfhttps://www.regepe.org.br/regepe/article/view/1748/pdf_1Copyright (c) 2020 Iberoamerican Journal of Entrepreneurship and Small Businessinfo:eu-repo/semantics/openAccessVictorino, KarolineSordi, Jefferson DobnerGonçalves, Manuela AlbornozRauber, Luis HenriqueJahn, Nivia Maria2024-05-23T19:53:37Zoai:ojs.regepe.org.br:article/1748Revistahttps://www.regepe.org.br/regepe/indexPRIhttps://www.regepe.org.br/regepe/oaieditorialregep@gmail.com2316-20582316-2058opendoar:2024-05-23T19:53:37Revista de Empreendedorismo e Gestão de Pequenas Empresas - REGEPE - Associação Nacional de Estudos em Empreendedorismo e Gestão de Pequenas Empresas (ANEGEPE)false
dc.title.none.fl_str_mv The Use of Digital Marketing: An Analysis of Companies in a Technological Park
Uso do Marketing Digital: Uma Análise de Empresas de um Parque Tecnológico
title The Use of Digital Marketing: An Analysis of Companies in a Technological Park
spellingShingle The Use of Digital Marketing: An Analysis of Companies in a Technological Park
Victorino, Karoline
Marketing Digital
Marketing Digital Strategic Actions
Metrics
Marketing Digital
Ações Estratégicas de Marketing Digital
Métricas
title_short The Use of Digital Marketing: An Analysis of Companies in a Technological Park
title_full The Use of Digital Marketing: An Analysis of Companies in a Technological Park
title_fullStr The Use of Digital Marketing: An Analysis of Companies in a Technological Park
title_full_unstemmed The Use of Digital Marketing: An Analysis of Companies in a Technological Park
title_sort The Use of Digital Marketing: An Analysis of Companies in a Technological Park
author Victorino, Karoline
author_facet Victorino, Karoline
Sordi, Jefferson Dobner
Gonçalves, Manuela Albornoz
Rauber, Luis Henrique
Jahn, Nivia Maria
author_role author
author2 Sordi, Jefferson Dobner
Gonçalves, Manuela Albornoz
Rauber, Luis Henrique
Jahn, Nivia Maria
author2_role author
author
author
author
dc.contributor.author.fl_str_mv Victorino, Karoline
Sordi, Jefferson Dobner
Gonçalves, Manuela Albornoz
Rauber, Luis Henrique
Jahn, Nivia Maria
dc.subject.por.fl_str_mv Marketing Digital
Marketing Digital Strategic Actions
Metrics
Marketing Digital
Ações Estratégicas de Marketing Digital
Métricas
topic Marketing Digital
Marketing Digital Strategic Actions
Metrics
Marketing Digital
Ações Estratégicas de Marketing Digital
Métricas
description Purpose: to understand how small companies located in a technology park make use of strategic actions and digital marketing tools to promote their business.Methodology/approach: an exploratory data collection was systematized, with a qualitative approach, through in-depth interviews with entrepreneurs in the technology park.Main results: the research demonstrated that entrepreneurs have difficulties in the formation and execution of digital marketing strategies. The knowledge they retain about each tool reflects their use.Theoretical/Methodological contributions: a framework was built, demonstrating how small companies execute their digital marketing strategies, together with the role of knowledge of the tools and their metrics, in the use and actions performed by organizations.Relevance/originality: to understand how companies inserted in innovation environments use the different strategic actions that digital marketing offers and how they perform the proper monitoring of these actions.Social/management contributions: from work, small business managers can recognize what are the barriers encountered in the execution of digital marketing strategies, seeking solutions to overcome these challenges, in the light of their knowledge and the potential impacts on business.
publishDate 2020
dc.date.none.fl_str_mv 2020-09-02
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://www.regepe.org.br/regepe/article/view/1748
10.14211/regepe.v9i4.1748
url https://www.regepe.org.br/regepe/article/view/1748
identifier_str_mv 10.14211/regepe.v9i4.1748
dc.language.iso.fl_str_mv por
eng
language por
eng
dc.relation.none.fl_str_mv https://www.regepe.org.br/regepe/article/view/1748/pdf
https://www.regepe.org.br/regepe/article/view/1748/pdf_1
dc.rights.driver.fl_str_mv Copyright (c) 2020 Iberoamerican Journal of Entrepreneurship and Small Business
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2020 Iberoamerican Journal of Entrepreneurship and Small Business
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv ANEGEPE - Associação Nacional de Estudos em Empreendedorismo e Gestão de Pequenas Empresas
publisher.none.fl_str_mv ANEGEPE - Associação Nacional de Estudos em Empreendedorismo e Gestão de Pequenas Empresas
dc.source.none.fl_str_mv REGEPE Entrepreneurship and Small Business Journal; Vol. 9 No. 4 (2020): Sept./Dec.; 672-694
REGEPE Entrepreneurship and Small Business Journal; Vol. 9 Núm. 4 (2020): sept./dic.; 672-694
REGEPE Entrepreneurship and Small Business Journal; v. 9 n. 4 (2020): set./dez.; 672-694
2965-1506
reponame:Revista de Empreendedorismo e Gestão de Pequenas Empresas - REGEPE
instname:Associação Nacional de Estudos em Empreendedorismo e Gestão de Pequenas Empresas (ANEGEPE)
instacron:ANEGEPE
instname_str Associação Nacional de Estudos em Empreendedorismo e Gestão de Pequenas Empresas (ANEGEPE)
instacron_str ANEGEPE
institution ANEGEPE
reponame_str Revista de Empreendedorismo e Gestão de Pequenas Empresas - REGEPE
collection Revista de Empreendedorismo e Gestão de Pequenas Empresas - REGEPE
repository.name.fl_str_mv Revista de Empreendedorismo e Gestão de Pequenas Empresas - REGEPE - Associação Nacional de Estudos em Empreendedorismo e Gestão de Pequenas Empresas (ANEGEPE)
repository.mail.fl_str_mv editorialregep@gmail.com
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