Impacto das atividades de marketing nos primeiros anos do negócio em seu desempenho futuro
Autor(a) principal: | |
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Data de Publicação: | 2015 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Repositório Institucional da UFG |
Texto Completo: | http://repositorio.bc.ufg.br/tede/handle/tede/5418 |
Resumo: | This study aimed to analyze how the moment in which the venture starts using marketing activities in its early stages affects its future performance. In order to achieve this goal the Panel Study of Entrepreneurial Dynamics (PSED), which consisted of application of questionnaires, via telephone, to 1,214 new entrepreneurs from the United States between the years 2005 and 2011. The data analysis was done using descriptive statistics and logistic regression analysis in which the dependent variables considered as performance were the survival and profitability of companies. The independent variables, marketing activities, were “effort to talk with potential clients”; “effort to collect competitors information”, and “execution of promotional efforts”. For the analysis, it was related the beginning of realization of marketing activities in the first and second years with the new venture’s performance in the second, third and fourth years. Results show that the first year is the optimal time for entrepreneurs to start talking to consumers, that is, the moment that takes the company to perform better in subsequent years. The execution of promotional efforts in the first year also leads to positive results for business, but results regarding the optimal moment to develop this action and regarding the collection of information about competitors were inconclusive. |
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Borges Junior, Cândido Vieirahttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4704931U0Borges Junior, Cândido VieiraTeixeira, Rivanda Meirahttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4244251P9Camargo Filho, Altair2016-04-04T14:34:29Z2015-12-04CAMARGO FILHO, A. Impacto das atividades de marketing nos primeiros anos do negócio em seu desempenho futuro. 2015. 83 f. Dissertação (Mestrado em Administração) - Universidade Federal de Goiás, Goiânia, 2015.http://repositorio.bc.ufg.br/tede/handle/tede/5418This study aimed to analyze how the moment in which the venture starts using marketing activities in its early stages affects its future performance. In order to achieve this goal the Panel Study of Entrepreneurial Dynamics (PSED), which consisted of application of questionnaires, via telephone, to 1,214 new entrepreneurs from the United States between the years 2005 and 2011. The data analysis was done using descriptive statistics and logistic regression analysis in which the dependent variables considered as performance were the survival and profitability of companies. The independent variables, marketing activities, were “effort to talk with potential clients”; “effort to collect competitors information”, and “execution of promotional efforts”. For the analysis, it was related the beginning of realization of marketing activities in the first and second years with the new venture’s performance in the second, third and fourth years. Results show that the first year is the optimal time for entrepreneurs to start talking to consumers, that is, the moment that takes the company to perform better in subsequent years. The execution of promotional efforts in the first year also leads to positive results for business, but results regarding the optimal moment to develop this action and regarding the collection of information about competitors were inconclusive.O objetivo deste trabalho foi analisar como o momento do início da realização de atividades de marketing nos primeiros anos de uma empresa impacta no seu desempenho futuro. Para atingir o objetivo foi utilizada a base de dados longitudinal do Panel Study of Entrepreneurial Dynamics (PSED), que consistiu na aplicação de questionários, via telefone, a 1214 empreendedores nascentes dos Estados Unidos entre os anos de 2005 e 2011. A análise de dados se deu por estatística descritiva e análise de regressão logística, em que as variáveis dependentes consideradas como desempenho foram a sobrevivência e a rentabilidade das empresas. Como variáveis independentes – atividades de marketing – foram consideradas o “diálogo com clientes”, “coleta de informações dos concorrentes”, e “execução de esforços promocionais”. Para a análise, foram relacionados o início da realização das atividades de marketing no primeiro e no segundo anos da empresa com o desempenho do negócio no segundo, terceiro e quarto anos. Como resultados, esta pesquisa mostra que ao longo do primeiro ano de funcionamento é o momento ótimo para que o empreendedor inicie diálogos com seus clientes, ou seja, que leva a empresa ao melhor desempenho nos anos subsequentes. Constatou-se que a execução de esforços promocionais logo no primeiro ano também leva a resultados positivos para o negócio, mas não foram encontrados resultados conclusivos sobre o momento ótimo para realizar esta ação, bem como para coletar informações dos concorrentes.Submitted by Marlene Santos (marlene.bc.ufg@gmail.com) on 2016-04-01T19:32:04Z No. of bitstreams: 2 Dissertação - Altair Camargo Filho - 2015.pdf: 2291135 bytes, checksum: 30bd8d5829876467f9220f0128cc9e0e (MD5) license_rdf: 19874 bytes, checksum: 38cb62ef53e6f513db2fb7e337df6485 (MD5)Approved for entry into archive by Luciana Ferreira (lucgeral@gmail.com) on 2016-04-04T14:34:29Z (GMT) No. of bitstreams: 2 Dissertação - Altair Camargo Filho - 2015.pdf: 2291135 bytes, checksum: 30bd8d5829876467f9220f0128cc9e0e (MD5) license_rdf: 19874 bytes, checksum: 38cb62ef53e6f513db2fb7e337df6485 (MD5)Made available in DSpace on 2016-04-04T14:34:29Z (GMT). No. of bitstreams: 2 Dissertação - Altair Camargo Filho - 2015.pdf: 2291135 bytes, checksum: 30bd8d5829876467f9220f0128cc9e0e (MD5) license_rdf: 19874 bytes, checksum: 38cb62ef53e6f513db2fb7e337df6485 (MD5) Previous issue date: 2015-12-04Fundação de Amparo à Pesquisa do Estado de Goiás - FAPEGapplication/pdfporUniversidade Federal de GoiásPrograma de Pós-graduação em Administração (FACE)UFGBrasilFaculdade de Administração, Ciências Contábeis e Ciências Econômicas - FACE (RG)http://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccessEmpreendedorismoProcesso empreendedorMarketingDesempenhoPSEDEntrepreneurshipEntrepreneurial processMarketingPerformancePSEDADMINISTRACAO DE EMPRESAS::MERCADOLOGIAImpacto das atividades de marketing nos primeiros anos do negócio em seu desempenho futuroImpact of marketing activities in the early years of the business in its future performanceinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis-23466340212165466266006006006004371253776516639041429634426534672689-961409807440757778reponame:Repositório Institucional da UFGinstname:Universidade Federal de Goiás (UFG)instacron:UFGLICENSElicense.txtlicense.txttext/plain; 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dc.title.por.fl_str_mv |
Impacto das atividades de marketing nos primeiros anos do negócio em seu desempenho futuro |
dc.title.alternative.eng.fl_str_mv |
Impact of marketing activities in the early years of the business in its future performance |
title |
Impacto das atividades de marketing nos primeiros anos do negócio em seu desempenho futuro |
spellingShingle |
Impacto das atividades de marketing nos primeiros anos do negócio em seu desempenho futuro Camargo Filho, Altair Empreendedorismo Processo empreendedor Marketing Desempenho PSED Entrepreneurship Entrepreneurial process Marketing Performance PSED ADMINISTRACAO DE EMPRESAS::MERCADOLOGIA |
title_short |
Impacto das atividades de marketing nos primeiros anos do negócio em seu desempenho futuro |
title_full |
Impacto das atividades de marketing nos primeiros anos do negócio em seu desempenho futuro |
title_fullStr |
Impacto das atividades de marketing nos primeiros anos do negócio em seu desempenho futuro |
title_full_unstemmed |
Impacto das atividades de marketing nos primeiros anos do negócio em seu desempenho futuro |
title_sort |
Impacto das atividades de marketing nos primeiros anos do negócio em seu desempenho futuro |
author |
Camargo Filho, Altair |
author_facet |
Camargo Filho, Altair |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Borges Junior, Cândido Vieira |
dc.contributor.advisor1Lattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4704931U0 |
dc.contributor.referee1.fl_str_mv |
Borges Junior, Cândido Vieira |
dc.contributor.referee2.fl_str_mv |
Teixeira, Rivanda Meira |
dc.contributor.authorLattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4244251P9 |
dc.contributor.author.fl_str_mv |
Camargo Filho, Altair |
contributor_str_mv |
Borges Junior, Cândido Vieira Borges Junior, Cândido Vieira Teixeira, Rivanda Meira |
dc.subject.por.fl_str_mv |
Empreendedorismo Processo empreendedor Marketing Desempenho PSED |
topic |
Empreendedorismo Processo empreendedor Marketing Desempenho PSED Entrepreneurship Entrepreneurial process Marketing Performance PSED ADMINISTRACAO DE EMPRESAS::MERCADOLOGIA |
dc.subject.eng.fl_str_mv |
Entrepreneurship Entrepreneurial process Marketing Performance PSED |
dc.subject.cnpq.fl_str_mv |
ADMINISTRACAO DE EMPRESAS::MERCADOLOGIA |
description |
This study aimed to analyze how the moment in which the venture starts using marketing activities in its early stages affects its future performance. In order to achieve this goal the Panel Study of Entrepreneurial Dynamics (PSED), which consisted of application of questionnaires, via telephone, to 1,214 new entrepreneurs from the United States between the years 2005 and 2011. The data analysis was done using descriptive statistics and logistic regression analysis in which the dependent variables considered as performance were the survival and profitability of companies. The independent variables, marketing activities, were “effort to talk with potential clients”; “effort to collect competitors information”, and “execution of promotional efforts”. For the analysis, it was related the beginning of realization of marketing activities in the first and second years with the new venture’s performance in the second, third and fourth years. Results show that the first year is the optimal time for entrepreneurs to start talking to consumers, that is, the moment that takes the company to perform better in subsequent years. The execution of promotional efforts in the first year also leads to positive results for business, but results regarding the optimal moment to develop this action and regarding the collection of information about competitors were inconclusive. |
publishDate |
2015 |
dc.date.issued.fl_str_mv |
2015-12-04 |
dc.date.accessioned.fl_str_mv |
2016-04-04T14:34:29Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
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masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
CAMARGO FILHO, A. Impacto das atividades de marketing nos primeiros anos do negócio em seu desempenho futuro. 2015. 83 f. Dissertação (Mestrado em Administração) - Universidade Federal de Goiás, Goiânia, 2015. |
dc.identifier.uri.fl_str_mv |
http://repositorio.bc.ufg.br/tede/handle/tede/5418 |
identifier_str_mv |
CAMARGO FILHO, A. Impacto das atividades de marketing nos primeiros anos do negócio em seu desempenho futuro. 2015. 83 f. Dissertação (Mestrado em Administração) - Universidade Federal de Goiás, Goiânia, 2015. |
url |
http://repositorio.bc.ufg.br/tede/handle/tede/5418 |
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por |
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Universidade Federal de Goiás |
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UFG |
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Universidade Federal de Goiás |
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