CASE STUDY OF A SMALL CLINIC : FINANCE AND MARKETING

• Autor(a) principal: Picchiai, Djair
• Data de Publicação: 2018
• Outros Autores: Resky, Isabella Ulson
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Sociais e Humanas
• DOI: 10.5902/2317175820604
• Texto Completo: http://periodicos.ufsm.br/sociaisehumanas/article/view/20604
• topic: Small business; Guerrilla marketing; Financial results; pequena empresa; marketing; resultados financeiros

The aim of this paper was to analyze management practices used by managers and the owner of a small business (PE) called HC Jundiaí. It constitutes a provider of specialized services in ophthalmology clinic. We conducted an exploratory analysis in depth the operation of the clinic and its management practices. Characterized as a qualitative case study, descriptive and exploratory (YIN, 2001; VERGARA, 2007). They analyzed the functional areas; finance and marketing / marketing as constituent factors of the strategies used. Focused in the areas of marketing and finance which constitute core areas of micro and small enterprises (MSEs). The methodology consisted of structured interviews with managers and owner, plus the completion of a questionnaire containing 50 questions. It also promoted the collection of company data, consultation documents, and observation of the researchers of its operation for nine months. Intuition, the experience and the experience of the owner, were considered relevant in the decision-making process. The theories on management, marketing and finance, explain in part the results and other shares of the company. The context of MPE’s has very specific characteristics, many of the management tools (budget, description of the clientele) are not used, despite the complexity of the organizational environment so requires.