MARKET POSITIONING STRATEGY AND ENTREPRENEUR PROFILE: A case study of a company in the field of home appliances

Detalhes bibliográficos
Autor(a) principal: Clemente, Fabiane Aparecida Santos
Data de Publicação: 2013
Outros Autores: Almeida, Paulo Magno de
Tipo de documento: Artigo
Idioma: por
Título da fonte: Teoria e Prática em Administração
Texto Completo: https://periodicos.ufpb.br/index.php/tpa/article/view/13469
Resumo: The act of taking something bold, for the entrepreneur to impose a daily routine consists of the uncertainty of economic scenarios, political and social. This phenomenon, with all that is peculiar unpredictability, it is essential to economic growth of any nation, because it maintains a harness new technologies, practices and concepts regarding products and services. Given the importance of the entrepreneur in building a society, this study aimed to identify the behavioral characteristics identified by McClelland entrepreneurs, through a case study in a company's retail appliance and relate them with the strategies position it has taken, in the face of large competitors. The study was a qualitative and descriptive. Data collection was done through field research along with the questionnaire proposed by McClelland (1971) and screenplay interview, but exploitation of company documents. This case study enabled us to identify the strategies adopted by the entrepreneur as the School of Strategic Management Entrepreneurship and its relation to the characteristics of entrepreneurial behavior.
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spelling MARKET POSITIONING STRATEGY AND ENTREPRENEUR PROFILE: A case study of a company in the field of home appliancesEstratégias de Posicionamento e Características Comportamentais Empreendedoras: um Estudo de Caso de uma Empresa do Segmento de Comércio Varejista de Eletrodomésticos no Interior de MGThe act of taking something bold, for the entrepreneur to impose a daily routine consists of the uncertainty of economic scenarios, political and social. This phenomenon, with all that is peculiar unpredictability, it is essential to economic growth of any nation, because it maintains a harness new technologies, practices and concepts regarding products and services. Given the importance of the entrepreneur in building a society, this study aimed to identify the behavioral characteristics identified by McClelland entrepreneurs, through a case study in a company's retail appliance and relate them with the strategies position it has taken, in the face of large competitors. The study was a qualitative and descriptive. Data collection was done through field research along with the questionnaire proposed by McClelland (1971) and screenplay interview, but exploitation of company documents. This case study enabled us to identify the strategies adopted by the entrepreneur as the School of Strategic Management Entrepreneurship and its relation to the characteristics of entrepreneurial behavior.Esta pesquisa examina as características comportamentais empreendedoras de um empreendedor por meio de um estudo de caso em uma empresa do comércio varejista de eletrodomésticos, relacionando-as qualitativamente com as estratégias de posicionamento adotadas por ele frente às grandes concorrentes. O ato de empreender é algo arrojado, pois impõe ao empreendedor um cotidiano composto pela incerteza de cenários econômicos, políticos e sociais. Esse fenômeno, com toda imprevisibilidade que lhe é peculiar, é fundamental para o crescimento econômico de qualquer nação, pois sustenta um celeiro de novas tecnologias, práticas e conceitos quanto a produtos e serviços. O método adotado foi um estudo de caso de cunho qualitativo, adotando o questionário, observação e entrevista como instrumentos de coleta, priorizando a análise de conteúdo como análise de dados. O estudo pautou em três vertentes teóricas: David McClelland com as características comportamentais empreendedoras; a Escola Empreendedora da Administração Estratégica (EEAE) de Mintzberg, Lampel e Ahlstrand (2010); e os conceitos de tipos estratégias de posicionamento. As características comportamentais empreendedoras (CCEs) que se destacaram no empreendedor foram: comprometimento; exigência de qualidade e eficiência; busca de informações e independência e autoconfiança, com ações de estratégia de posicionamento por concorrente.Universidade Federal da Paraíba2013-08-09info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por Paresapplication/pdfhttps://periodicos.ufpb.br/index.php/tpa/article/view/1346910.21714/2238-104X2013v3i1-13469Theory and Practice in Administration - TPA; Vol. 3 No. 1 (2013): Jan/Jun; 121-151Teoria e Prática em Administração; v. 3 n. 1 (2013): Jan/Jun; 121-1512238-104Xreponame:Teoria e Prática em Administraçãoinstname:Universidade Federal da Paraíba (UFPB)instacron:UFPBporhttps://periodicos.ufpb.br/index.php/tpa/article/view/13469/9514Clemente, Fabiane Aparecida SantosAlmeida, Paulo Magno deinfo:eu-repo/semantics/openAccess2020-08-24T13:59:18Zoai:periodicos.ufpb.br:article/13469Revistahttps://periodicos.ufpb.br/index.php/tpaPUBhttps://periodicos.ufpb.br/index.php/tpa/oaipjacome@sti.ufpb.br || tpa@ccsa.ufpb.br || marcelodesouzabispo@gmail.com || periodicos.ufpb@gmail.com2238-104X2238-104Xopendoar:2020-08-24T13:59:18Teoria e Prática em Administração - Universidade Federal da Paraíba (UFPB)false
dc.title.none.fl_str_mv MARKET POSITIONING STRATEGY AND ENTREPRENEUR PROFILE: A case study of a company in the field of home appliances
Estratégias de Posicionamento e Características Comportamentais Empreendedoras: um Estudo de Caso de uma Empresa do Segmento de Comércio Varejista de Eletrodomésticos no Interior de MG
title MARKET POSITIONING STRATEGY AND ENTREPRENEUR PROFILE: A case study of a company in the field of home appliances
spellingShingle MARKET POSITIONING STRATEGY AND ENTREPRENEUR PROFILE: A case study of a company in the field of home appliances
Clemente, Fabiane Aparecida Santos
title_short MARKET POSITIONING STRATEGY AND ENTREPRENEUR PROFILE: A case study of a company in the field of home appliances
title_full MARKET POSITIONING STRATEGY AND ENTREPRENEUR PROFILE: A case study of a company in the field of home appliances
title_fullStr MARKET POSITIONING STRATEGY AND ENTREPRENEUR PROFILE: A case study of a company in the field of home appliances
title_full_unstemmed MARKET POSITIONING STRATEGY AND ENTREPRENEUR PROFILE: A case study of a company in the field of home appliances
title_sort MARKET POSITIONING STRATEGY AND ENTREPRENEUR PROFILE: A case study of a company in the field of home appliances
author Clemente, Fabiane Aparecida Santos
author_facet Clemente, Fabiane Aparecida Santos
Almeida, Paulo Magno de
author_role author
author2 Almeida, Paulo Magno de
author2_role author
dc.contributor.author.fl_str_mv Clemente, Fabiane Aparecida Santos
Almeida, Paulo Magno de
description The act of taking something bold, for the entrepreneur to impose a daily routine consists of the uncertainty of economic scenarios, political and social. This phenomenon, with all that is peculiar unpredictability, it is essential to economic growth of any nation, because it maintains a harness new technologies, practices and concepts regarding products and services. Given the importance of the entrepreneur in building a society, this study aimed to identify the behavioral characteristics identified by McClelland entrepreneurs, through a case study in a company's retail appliance and relate them with the strategies position it has taken, in the face of large competitors. The study was a qualitative and descriptive. Data collection was done through field research along with the questionnaire proposed by McClelland (1971) and screenplay interview, but exploitation of company documents. This case study enabled us to identify the strategies adopted by the entrepreneur as the School of Strategic Management Entrepreneurship and its relation to the characteristics of entrepreneurial behavior.
publishDate 2013
dc.date.none.fl_str_mv 2013-08-09
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.ufpb.br/index.php/tpa/article/view/13469
10.21714/2238-104X2013v3i1-13469
url https://periodicos.ufpb.br/index.php/tpa/article/view/13469
identifier_str_mv 10.21714/2238-104X2013v3i1-13469
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.ufpb.br/index.php/tpa/article/view/13469/9514
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 da Paraíba
publisher.none.fl_str_mv Universidade Federal da Paraíba
dc.source.none.fl_str_mv Theory and Practice in Administration - TPA; Vol. 3 No. 1 (2013): Jan/Jun; 121-151
Teoria e Prática em Administração; v. 3 n. 1 (2013): Jan/Jun; 121-151
2238-104X
reponame:Teoria e Prática em Administração
instname:Universidade Federal da Paraíba (UFPB)
instacron:UFPB
instname_str Universidade Federal da Paraíba (UFPB)
instacron_str UFPB
institution UFPB
reponame_str Teoria e Prática em Administração
collection Teoria e Prática em Administração
repository.name.fl_str_mv Teoria e Prática em Administração - Universidade Federal da Paraíba (UFPB)
repository.mail.fl_str_mv pjacome@sti.ufpb.br || tpa@ccsa.ufpb.br || marcelodesouzabispo@gmail.com || periodicos.ufpb@gmail.com
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