Marketing e vendas em startups: estudo multicasos no estado de Minas Gerais

Detalhes bibliográficos
Autor(a) principal: Reis, Pedro Guimarães
Data de Publicação: 2016
Tipo de documento: Dissertação
Idioma: por
Título da fonte: Repositório Institucional da UFLA
Texto Completo: http://repositorio.ufla.br/jspui/handle/1/12256
Resumo: The main objective of this work was to study strategies, practices and tools for marketing and sales in startups companies. This was based on a bibliometric and systematic literature review on marketing and sales in startups, followed by a proposal of a field research framework. This framework was then used in a multiple case study in four information technology startups companies located in the state of Minas Gerais. From the methodological point of view, the work is classified as applied, exploratory and qualitative, based on bibliographical research, design science (creation of the artifact - framework) and multiple case study carried out with the support of a semi-structured guide and field interviews. The main results were: i) regarding bibliometric and systematic review: most of the studies focus on entrepreneurship, competitiveness and innovation; it was found that marketing and sales articles involved segmentation, partnerships with key customers (specially government) and business-to-business (B2B) approach; ii) about the conceptual model: the framework was effectively developed having as main strategies and practices indicated to support transactional marketing research (classical concepts of marketing, positioning, marketing communication, delivery and after-sales), marketing Contemporary (database, e-marketing, interaction and networking) and the sales process (execution, channels and types); iii) about the multiple case study: not much progress was made regarding the bibliometric and integrative revision; the priority of startups remains technology and its development; little was found about strategy and marketing and sales practices; the main approaches were: positioning, marketing communication practices, e-marketing (mainly e-mail), dissemination and advertising through releases, network marketing (use partnerships for dissemination) and complex sales, that is, business-to-business.
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spelling Marketing e vendas em startups: estudo multicasos no estado de Minas GeraisMarketing and sales in startups: multiple case study in Minas GeraisMarketingVendasStartupsMarketing contemporâneoSalesContemporary marketingAdministraçãoThe main objective of this work was to study strategies, practices and tools for marketing and sales in startups companies. This was based on a bibliometric and systematic literature review on marketing and sales in startups, followed by a proposal of a field research framework. This framework was then used in a multiple case study in four information technology startups companies located in the state of Minas Gerais. From the methodological point of view, the work is classified as applied, exploratory and qualitative, based on bibliographical research, design science (creation of the artifact - framework) and multiple case study carried out with the support of a semi-structured guide and field interviews. The main results were: i) regarding bibliometric and systematic review: most of the studies focus on entrepreneurship, competitiveness and innovation; it was found that marketing and sales articles involved segmentation, partnerships with key customers (specially government) and business-to-business (B2B) approach; ii) about the conceptual model: the framework was effectively developed having as main strategies and practices indicated to support transactional marketing research (classical concepts of marketing, positioning, marketing communication, delivery and after-sales), marketing Contemporary (database, e-marketing, interaction and networking) and the sales process (execution, channels and types); iii) about the multiple case study: not much progress was made regarding the bibliometric and integrative revision; the priority of startups remains technology and its development; little was found about strategy and marketing and sales practices; the main approaches were: positioning, marketing communication practices, e-marketing (mainly e-mail), dissemination and advertising through releases, network marketing (use partnerships for dissemination) and complex sales, that is, business-to-business.Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq)O presente trabalho teve como principal objetivo o estudo sobre estratégias, práticas e ferramentas de marketing e vendas em startups. Este foi fundamentado na realização de revisão bibliométrica e sistemática de literatura sobre marketing e vendas em startups, acompanhada da proposição de um modelo conceitual (framework) de investigação de campo. Este modelo foi, então, utilizado para a realização de estudo multicasos, em quatro startups de tecnologia de informação, situadas no estado de Minas Gerais. Do ponto de vista metodológico, portanto o trabalho classifica-se como aplicado, exploratório e qualitativo, fundamentado em investigação bibliográfica, design science (criação do artefato - framework) e estudo multicasos realizado com o apoio de roteiro semiestruturado e entrevistas de campo. Os principais resultados foram os seguintes: i) quanto à revisão bibliométrica e sistemática: a maioria dos estudos foca em empreendedorismo, competitividade e inovação; o pouco que se apurou sobre marketing e vendas envolveram segmentação, parcerias com clientes chaves (principalmente governo) e abordagem business-to-business (B2B); ii) no que diz respeito ao modelo conceitual: foi efetivamente desenvolvido o framework tendo como principais estratégias e práticas indicadas, para apoiar a investigação o marketing transacional (conceitos clássicos de marketing, posicionamento, comunicação de marketing, entrega e pós-venda), o marketing contemporâneo (de banco de dados, e-marketing, de interação e em rede) e o processo de vendas (execução , canais e tipos); iii) com relação ao estudo multicasos: não se avançou muito em relação à revisão bibliométrica e integrativa realizada; a prioridade das startups continua sendo a tecnologia e seu desenvolvimento; pouco se encontrou de estratégia e práticas de marketing e vendas; as principais abordagens foram: posicionamento, práticas de comunicação de marketing, e-marketing (principalmente e-mail), difusão e propaganda via releases, marketing de rede (parcerias de uso para difusão) e vendas complexas, ou seja, business-to-busines.Universidade Federal de LavrasPrograma de Pós-Graduação em AdministraçãoUFLAbrasilDepartamento de Administração e EconomiaZambalde, André LuizGrutzmann, AndreJamil, George LealReis, Pedro Guimarães2017-02-07T11:40:27Z2017-02-07T11:40:27Z2017-02-062016-08-26info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfREIS, P. G. Marketing e vendas em startups: estudo multicasos no estado de Minas Gerais. 2017. 128 p. Dissertação (Mestrado em Administração)-Universidade Federal de Lavras, Lavras, 2016.http://repositorio.ufla.br/jspui/handle/1/12256porinfo:eu-repo/semantics/openAccessreponame:Repositório Institucional da UFLAinstname:Universidade Federal de Lavras (UFLA)instacron:UFLA2018-02-08T18:04:43Zoai:localhost:1/12256Repositório InstitucionalPUBhttp://repositorio.ufla.br/oai/requestnivaldo@ufla.br || repositorio.biblioteca@ufla.bropendoar:2018-02-08T18:04:43Repositório Institucional da UFLA - Universidade Federal de Lavras (UFLA)false
dc.title.none.fl_str_mv Marketing e vendas em startups: estudo multicasos no estado de Minas Gerais
Marketing and sales in startups: multiple case study in Minas Gerais
title Marketing e vendas em startups: estudo multicasos no estado de Minas Gerais
spellingShingle Marketing e vendas em startups: estudo multicasos no estado de Minas Gerais
Reis, Pedro Guimarães
Marketing
Vendas
Startups
Marketing contemporâneo
Sales
Contemporary marketing
Administração
title_short Marketing e vendas em startups: estudo multicasos no estado de Minas Gerais
title_full Marketing e vendas em startups: estudo multicasos no estado de Minas Gerais
title_fullStr Marketing e vendas em startups: estudo multicasos no estado de Minas Gerais
title_full_unstemmed Marketing e vendas em startups: estudo multicasos no estado de Minas Gerais
title_sort Marketing e vendas em startups: estudo multicasos no estado de Minas Gerais
author Reis, Pedro Guimarães
author_facet Reis, Pedro Guimarães
author_role author
dc.contributor.none.fl_str_mv Zambalde, André Luiz
Grutzmann, Andre
Jamil, George Leal
dc.contributor.author.fl_str_mv Reis, Pedro Guimarães
dc.subject.por.fl_str_mv Marketing
Vendas
Startups
Marketing contemporâneo
Sales
Contemporary marketing
Administração
topic Marketing
Vendas
Startups
Marketing contemporâneo
Sales
Contemporary marketing
Administração
description The main objective of this work was to study strategies, practices and tools for marketing and sales in startups companies. This was based on a bibliometric and systematic literature review on marketing and sales in startups, followed by a proposal of a field research framework. This framework was then used in a multiple case study in four information technology startups companies located in the state of Minas Gerais. From the methodological point of view, the work is classified as applied, exploratory and qualitative, based on bibliographical research, design science (creation of the artifact - framework) and multiple case study carried out with the support of a semi-structured guide and field interviews. The main results were: i) regarding bibliometric and systematic review: most of the studies focus on entrepreneurship, competitiveness and innovation; it was found that marketing and sales articles involved segmentation, partnerships with key customers (specially government) and business-to-business (B2B) approach; ii) about the conceptual model: the framework was effectively developed having as main strategies and practices indicated to support transactional marketing research (classical concepts of marketing, positioning, marketing communication, delivery and after-sales), marketing Contemporary (database, e-marketing, interaction and networking) and the sales process (execution, channels and types); iii) about the multiple case study: not much progress was made regarding the bibliometric and integrative revision; the priority of startups remains technology and its development; little was found about strategy and marketing and sales practices; the main approaches were: positioning, marketing communication practices, e-marketing (mainly e-mail), dissemination and advertising through releases, network marketing (use partnerships for dissemination) and complex sales, that is, business-to-business.
publishDate 2016
dc.date.none.fl_str_mv 2016-08-26
2017-02-07T11:40:27Z
2017-02-07T11:40:27Z
2017-02-06
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv REIS, P. G. Marketing e vendas em startups: estudo multicasos no estado de Minas Gerais. 2017. 128 p. Dissertação (Mestrado em Administração)-Universidade Federal de Lavras, Lavras, 2016.
http://repositorio.ufla.br/jspui/handle/1/12256
identifier_str_mv REIS, P. G. Marketing e vendas em startups: estudo multicasos no estado de Minas Gerais. 2017. 128 p. Dissertação (Mestrado em Administração)-Universidade Federal de Lavras, Lavras, 2016.
url http://repositorio.ufla.br/jspui/handle/1/12256
dc.language.iso.fl_str_mv por
language por
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal de Lavras
Programa de Pós-Graduação em Administração
UFLA
brasil
Departamento de Administração e Economia
publisher.none.fl_str_mv Universidade Federal de Lavras
Programa de Pós-Graduação em Administração
UFLA
brasil
Departamento de Administração e Economia
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instname_str Universidade Federal de Lavras (UFLA)
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institution UFLA
reponame_str Repositório Institucional da UFLA
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repository.name.fl_str_mv Repositório Institucional da UFLA - Universidade Federal de Lavras (UFLA)
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