Marketing e vendas em startups: estudo multicasos no estado de Minas Gerais
Autor(a) principal: | |
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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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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 |
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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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Universidade Federal de Lavras (UFLA) |
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Repositório Institucional da UFLA |
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Repositório Institucional da UFLA |
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Repositório Institucional da UFLA - Universidade Federal de Lavras (UFLA) |
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nivaldo@ufla.br || repositorio.biblioteca@ufla.br |
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