Brand and Relationship as an Evidence of Marketing Innovation by Teresina-Pi Cooking Segment Companies
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Data de Publicação: | 2019 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Cadernos de Prospecção (Online) |
Texto Completo: | https://periodicos.ufba.br/index.php/nit/article/view/32774 |
Resumo: | The Binding of Marketing Innovation in Micro and Small Enterprises (MPEs) following the bakery in Teresina-PI. The management of Marketing Innovation in business through the communication between the “Brand” and “Relationship” Dimensions by their organizations is the object of this article's study, position adopted by the MPEs in relation to Marketing Innovation and highlight the relationship between “Brand” and “Relationship” by MPEs from the implemented actions. The error methodology is a quantitative method, also considering the analysis questions and the researcher's interactions throughout the care process. The research results allowed us to recognize a greater impact of the actions represented in the “Brand” dimension, confirming the Marketing Innovation variables for the Teresina-PI Bakery follow-up. |
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Brand and Relationship as an Evidence of Marketing Innovation by Teresina-Pi Cooking Segment CompaniesMarca e Relacionamento como Evidência de Inovação de Marketing pelas Empresas do Segmento de Panificação em Teresina – PIInovaçãoMarcaRelacionamento.InnovationBrandRelationship.The Binding of Marketing Innovation in Micro and Small Enterprises (MPEs) following the bakery in Teresina-PI. The management of Marketing Innovation in business through the communication between the “Brand” and “Relationship” Dimensions by their organizations is the object of this article's study, position adopted by the MPEs in relation to Marketing Innovation and highlight the relationship between “Brand” and “Relationship” by MPEs from the implemented actions. The error methodology is a quantitative method, also considering the analysis questions and the researcher's interactions throughout the care process. The research results allowed us to recognize a greater impact of the actions represented in the “Brand” dimension, confirming the Marketing Innovation variables for the Teresina-PI Bakery follow-up.A presente pesquisa busca identificar a presença da Inovação de Marketing nas Micro e Pequenas Empresas (MPEs) do segmento de Panificação em Teresina-PI. A gestão da Inovação de Marketing nos negócios por meio da relação entre as Dimensões “Marca” e “Relacionamento” pelas empresas aos seus clientes é objeto de estudo deste artigo, no intuito de identificar as principais estratégias utilizadas pelas MPEs no mercado, coletar informações do posicionamento adotado pelas MPEs quanto à utilização da Inovação de Marketing e evidenciar a relação entre “Marca” e “Relacionamento” pelas MPEs através das ações implementadas. A metodologia utilizada nesta pesquisa é a quantitativa, considerando também as análises das observações e as interações do pesquisador ao longo do processo de atendimento. Os resultados da pesquisa permitiram reconhecer um maior envolvimento das MPEs para ações representadas na dimensão “Marca”, confirmando evidências de Inovação de Marketing para o segmento de Panificação em Teresina-PI.Universidade Federal da Bahia2019-12-30info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.ufba.br/index.php/nit/article/view/3277410.9771/cp.v12i5.32774Cadernos de Prospecção; Vol. 12 No. 5 (2019): Edição Especial - IX ProspeCT&I 2019 - Congresso Internacional do PROFNIT/FORTEC; 1096Cadernos de Prospecção; v. 12 n. 5 (2019): Edição Especial - IX ProspeCT&I 2019 - Congresso Internacional do PROFNIT/FORTEC; 10962317-00261983-1358reponame:Cadernos de Prospecção (Online)instname:Universidade Federal da Bahia (UFBA)instacron:UFBAporhttps://periodicos.ufba.br/index.php/nit/article/view/32774/20656Copyright (c) 2020 Cadernos de Prospecçãohttps://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccessOliveira, Andreia Pereira dePinheiro, Helano Diógenes2022-03-03T12:34:43Zoai:ojs.periodicos.ufba.br:article/32774Revistahttps://periodicos.ufba.br/index.php/nitPUBhttps://periodicos.ufba.br/index.php/nit/oaicadernosdeprospeccao@gmail.com || maliceribeiro@yahoo.com.br || cadernosdeprospeccao@gmail.com || saionaraluna@gmail.com2317-00261983-1358opendoar:2022-03-03T12:34:43Cadernos de Prospecção (Online) - Universidade Federal da Bahia (UFBA)false |
dc.title.none.fl_str_mv |
Brand and Relationship as an Evidence of Marketing Innovation by Teresina-Pi Cooking Segment Companies Marca e Relacionamento como Evidência de Inovação de Marketing pelas Empresas do Segmento de Panificação em Teresina – PI |
title |
Brand and Relationship as an Evidence of Marketing Innovation by Teresina-Pi Cooking Segment Companies |
spellingShingle |
Brand and Relationship as an Evidence of Marketing Innovation by Teresina-Pi Cooking Segment Companies Oliveira, Andreia Pereira de Inovação Marca Relacionamento. Innovation Brand Relationship. |
title_short |
Brand and Relationship as an Evidence of Marketing Innovation by Teresina-Pi Cooking Segment Companies |
title_full |
Brand and Relationship as an Evidence of Marketing Innovation by Teresina-Pi Cooking Segment Companies |
title_fullStr |
Brand and Relationship as an Evidence of Marketing Innovation by Teresina-Pi Cooking Segment Companies |
title_full_unstemmed |
Brand and Relationship as an Evidence of Marketing Innovation by Teresina-Pi Cooking Segment Companies |
title_sort |
Brand and Relationship as an Evidence of Marketing Innovation by Teresina-Pi Cooking Segment Companies |
author |
Oliveira, Andreia Pereira de |
author_facet |
Oliveira, Andreia Pereira de Pinheiro, Helano Diógenes |
author_role |
author |
author2 |
Pinheiro, Helano Diógenes |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Oliveira, Andreia Pereira de Pinheiro, Helano Diógenes |
dc.subject.por.fl_str_mv |
Inovação Marca Relacionamento. Innovation Brand Relationship. |
topic |
Inovação Marca Relacionamento. Innovation Brand Relationship. |
description |
The Binding of Marketing Innovation in Micro and Small Enterprises (MPEs) following the bakery in Teresina-PI. The management of Marketing Innovation in business through the communication between the “Brand” and “Relationship” Dimensions by their organizations is the object of this article's study, position adopted by the MPEs in relation to Marketing Innovation and highlight the relationship between “Brand” and “Relationship” by MPEs from the implemented actions. The error methodology is a quantitative method, also considering the analysis questions and the researcher's interactions throughout the care process. The research results allowed us to recognize a greater impact of the actions represented in the “Brand” dimension, confirming the Marketing Innovation variables for the Teresina-PI Bakery follow-up. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-12-30 |
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://periodicos.ufba.br/index.php/nit/article/view/32774 10.9771/cp.v12i5.32774 |
url |
https://periodicos.ufba.br/index.php/nit/article/view/32774 |
identifier_str_mv |
10.9771/cp.v12i5.32774 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.ufba.br/index.php/nit/article/view/32774/20656 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2020 Cadernos de Prospecção https://creativecommons.org/licenses/by-nc/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2020 Cadernos de Prospecção https://creativecommons.org/licenses/by-nc/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Federal da Bahia |
publisher.none.fl_str_mv |
Universidade Federal da Bahia |
dc.source.none.fl_str_mv |
Cadernos de Prospecção; Vol. 12 No. 5 (2019): Edição Especial - IX ProspeCT&I 2019 - Congresso Internacional do PROFNIT/FORTEC; 1096 Cadernos de Prospecção; v. 12 n. 5 (2019): Edição Especial - IX ProspeCT&I 2019 - Congresso Internacional do PROFNIT/FORTEC; 1096 2317-0026 1983-1358 reponame:Cadernos de Prospecção (Online) instname:Universidade Federal da Bahia (UFBA) instacron:UFBA |
instname_str |
Universidade Federal da Bahia (UFBA) |
instacron_str |
UFBA |
institution |
UFBA |
reponame_str |
Cadernos de Prospecção (Online) |
collection |
Cadernos de Prospecção (Online) |
repository.name.fl_str_mv |
Cadernos de Prospecção (Online) - Universidade Federal da Bahia (UFBA) |
repository.mail.fl_str_mv |
cadernosdeprospeccao@gmail.com || maliceribeiro@yahoo.com.br || cadernosdeprospeccao@gmail.com || saionaraluna@gmail.com |
_version_ |
1799319847312556032 |