O show tem que continuar: marketing cultural no contexto das leis de incentivo à cultura
Autor(a) principal: | |
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Data de Publicação: | 2018 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Repositório Institucional da UFU |
Texto Completo: | https://repositorio.ufu.br/handle/123456789/24933 http://dx.doi.org/10.14393/ufu.di.2019.960 |
Resumo: | In Brazil, the role of the organizations in the financing to the culture, through incentive laws or own resources is recognized, in the practice field, as cultural marketing. This research proposes a study of the cultural marketing in companies names as Holding, Institute and Services, that are part of a business group, from the point of view of the main stakeholders of the group in the process, seeking to analyze the effective practice of this important funder in Uberlândia/MG. The research also evaluated the cultural marketing process developed by the group in the perception of cultural producers who were and are sponsored by companies of the group studied and by other companies. The overall objective is to analyze the motivations that drive companies to sponsor entertainment projects through tax incentive laws. This was a qualitative research, with a single case study as a procedure method. The primary data were collected from semi-structured interviews, with the support of documentary research. When studying the case, the technique of content analysis was incorporated. The results show that the market and the cultural sector have divergent particularities and conflicting realities. Several cultural projects do not go out of print for lack of sponsorship. The insertion of a cultural entrepreneur in the competitive market of private sponsorship is therefore dependent on professionalization, the development of sales, negotiation and relationship techniques. Therefore, the challenges that the cultural producer must face in order to succeed in attracting resources and executing their projects are presented. |
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O show tem que continuar: marketing cultural no contexto das leis de incentivo à culturaThe show must go on: cultural marketing in the context of incentive lawsMarketing culturalCaptação de recursosLeis de incentivo à culturaFinanciamentoPatrocínio culturalAdministraçãoAlocação de recursosBrasil política culturalEvent marketingFundraisingCultural incentive lawsCultural funding and sponsorshipCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESASIn Brazil, the role of the organizations in the financing to the culture, through incentive laws or own resources is recognized, in the practice field, as cultural marketing. This research proposes a study of the cultural marketing in companies names as Holding, Institute and Services, that are part of a business group, from the point of view of the main stakeholders of the group in the process, seeking to analyze the effective practice of this important funder in Uberlândia/MG. The research also evaluated the cultural marketing process developed by the group in the perception of cultural producers who were and are sponsored by companies of the group studied and by other companies. The overall objective is to analyze the motivations that drive companies to sponsor entertainment projects through tax incentive laws. This was a qualitative research, with a single case study as a procedure method. The primary data were collected from semi-structured interviews, with the support of documentary research. When studying the case, the technique of content analysis was incorporated. The results show that the market and the cultural sector have divergent particularities and conflicting realities. Several cultural projects do not go out of print for lack of sponsorship. The insertion of a cultural entrepreneur in the competitive market of private sponsorship is therefore dependent on professionalization, the development of sales, negotiation and relationship techniques. Therefore, the challenges that the cultural producer must face in order to succeed in attracting resources and executing their projects are presented.Dissertação (Mestrado)No Brasil, a participação das organizações no financiamento à cultura, realizada a partir das leis de incentivo ou com recursos próprios é reconhecida, no âmbito prático, como marketing cultural. Este trabalho se propôs a pesquisar o processo de marketing cultural realizado pelas empresas denominadas Holding, Instituto e Serviços que fazem parte de um grupo empresarial mineiro, sob a ótica dos principais envolvidos do grupo no processo, buscando analisar a prática efetiva deste importante financiador em Uberlândia/MG. A pesquisa avaliou ainda o processo de marketing cultural na percepção de produtores culturais que foram e são patrocinados pelas empresas do grupo estudado e por outras empresas. O objetivo geral dessa pesquisa é analisar as motivações que levam empresas a patrocinarem projetos culturais por meio de leis de incentivos fiscais. Tratou-se de uma pesquisa qualitativa, com estudo de caso único como método de procedimento. Os dados primários foram coletados a partir da realização de entrevistas semiestruturadas e os dados secundários por meio de pesquisa documental. Ao estudo de caso, foi incorporada a técnica de análise de conteúdo de dados gerados. Os resultados mostram que o mercado e o setor cultural possuem particularidades divergentes e realidades frequentemente conflitantes. Vários projetos culturais não saem do papel pela falta de patrocínio. A inserção de um empreendedor cultural no competitivo mercado do patrocínio privado fica, pois, dependente da profissionalização, do desenvolvimento de técnicas de venda, de negociação e de relacionamento. Por fim, são apresentados os desafios que o produtor cultural deve enfrentar para ter êxito em captar recursos e executar seus projetos.Universidade Federal de UberlândiaBrasilPrograma de Pós-graduação em Gestão Organizacional (Mestrado Profissional)Pimenta, Márcio Lopeshttp://lattes.cnpq.br/3026927581342826Fagundes, André Francisco Alcântarahttp://lattes.cnpq.br/4605993276758331Vilas Boas, Luiz Henrique de Barroshttp://lattes.cnpq.br/9959478552832910Faria, Polyana de Oliveira2019-04-24T14:04:24Z2019-04-24T14:04:24Z2018-11-30info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfFARIA, Polyana de Oliveira. O show tem que continuar: marketing cultural no contexto das leis de incentivo à cultura. 2018. 108 f. Dissertação (Mestrado Profissional em Gestão Organizacional) - Universidade Federal de Uberlândia, Uberlândia, 2018. DOI http://dx.doi.org/10.14393/ufu.di.2019.960.https://repositorio.ufu.br/handle/123456789/24933http://dx.doi.org/10.14393/ufu.di.2019.960porinfo:eu-repo/semantics/openAccessreponame:Repositório Institucional da UFUinstname:Universidade Federal de Uberlândia (UFU)instacron:UFU2019-04-25T06:05:49Zoai:repositorio.ufu.br:123456789/24933Repositório InstitucionalONGhttp://repositorio.ufu.br/oai/requestdiinf@dirbi.ufu.bropendoar:2019-04-25T06:05:49Repositório Institucional da UFU - Universidade Federal de Uberlândia (UFU)false |
dc.title.none.fl_str_mv |
O show tem que continuar: marketing cultural no contexto das leis de incentivo à cultura The show must go on: cultural marketing in the context of incentive laws |
title |
O show tem que continuar: marketing cultural no contexto das leis de incentivo à cultura |
spellingShingle |
O show tem que continuar: marketing cultural no contexto das leis de incentivo à cultura Faria, Polyana de Oliveira Marketing cultural Captação de recursos Leis de incentivo à cultura Financiamento Patrocínio cultural Administração Alocação de recursos Brasil política cultural Event marketing Fundraising Cultural incentive laws Cultural funding and sponsorship CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS |
title_short |
O show tem que continuar: marketing cultural no contexto das leis de incentivo à cultura |
title_full |
O show tem que continuar: marketing cultural no contexto das leis de incentivo à cultura |
title_fullStr |
O show tem que continuar: marketing cultural no contexto das leis de incentivo à cultura |
title_full_unstemmed |
O show tem que continuar: marketing cultural no contexto das leis de incentivo à cultura |
title_sort |
O show tem que continuar: marketing cultural no contexto das leis de incentivo à cultura |
author |
Faria, Polyana de Oliveira |
author_facet |
Faria, Polyana de Oliveira |
author_role |
author |
dc.contributor.none.fl_str_mv |
Pimenta, Márcio Lopes http://lattes.cnpq.br/3026927581342826 Fagundes, André Francisco Alcântara http://lattes.cnpq.br/4605993276758331 Vilas Boas, Luiz Henrique de Barros http://lattes.cnpq.br/9959478552832910 |
dc.contributor.author.fl_str_mv |
Faria, Polyana de Oliveira |
dc.subject.por.fl_str_mv |
Marketing cultural Captação de recursos Leis de incentivo à cultura Financiamento Patrocínio cultural Administração Alocação de recursos Brasil política cultural Event marketing Fundraising Cultural incentive laws Cultural funding and sponsorship CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS |
topic |
Marketing cultural Captação de recursos Leis de incentivo à cultura Financiamento Patrocínio cultural Administração Alocação de recursos Brasil política cultural Event marketing Fundraising Cultural incentive laws Cultural funding and sponsorship CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS |
description |
In Brazil, the role of the organizations in the financing to the culture, through incentive laws or own resources is recognized, in the practice field, as cultural marketing. This research proposes a study of the cultural marketing in companies names as Holding, Institute and Services, that are part of a business group, from the point of view of the main stakeholders of the group in the process, seeking to analyze the effective practice of this important funder in Uberlândia/MG. The research also evaluated the cultural marketing process developed by the group in the perception of cultural producers who were and are sponsored by companies of the group studied and by other companies. The overall objective is to analyze the motivations that drive companies to sponsor entertainment projects through tax incentive laws. This was a qualitative research, with a single case study as a procedure method. The primary data were collected from semi-structured interviews, with the support of documentary research. When studying the case, the technique of content analysis was incorporated. The results show that the market and the cultural sector have divergent particularities and conflicting realities. Several cultural projects do not go out of print for lack of sponsorship. The insertion of a cultural entrepreneur in the competitive market of private sponsorship is therefore dependent on professionalization, the development of sales, negotiation and relationship techniques. Therefore, the challenges that the cultural producer must face in order to succeed in attracting resources and executing their projects are presented. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-11-30 2019-04-24T14:04:24Z 2019-04-24T14:04:24Z |
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 |
FARIA, Polyana de Oliveira. O show tem que continuar: marketing cultural no contexto das leis de incentivo à cultura. 2018. 108 f. Dissertação (Mestrado Profissional em Gestão Organizacional) - Universidade Federal de Uberlândia, Uberlândia, 2018. DOI http://dx.doi.org/10.14393/ufu.di.2019.960. https://repositorio.ufu.br/handle/123456789/24933 http://dx.doi.org/10.14393/ufu.di.2019.960 |
identifier_str_mv |
FARIA, Polyana de Oliveira. O show tem que continuar: marketing cultural no contexto das leis de incentivo à cultura. 2018. 108 f. Dissertação (Mestrado Profissional em Gestão Organizacional) - Universidade Federal de Uberlândia, Uberlândia, 2018. DOI http://dx.doi.org/10.14393/ufu.di.2019.960. |
url |
https://repositorio.ufu.br/handle/123456789/24933 http://dx.doi.org/10.14393/ufu.di.2019.960 |
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info:eu-repo/semantics/openAccess |
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openAccess |
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Universidade Federal de Uberlândia Brasil Programa de Pós-graduação em Gestão Organizacional (Mestrado Profissional) |
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Universidade Federal de Uberlândia Brasil Programa de Pós-graduação em Gestão Organizacional (Mestrado Profissional) |
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reponame:Repositório Institucional da UFU instname:Universidade Federal de Uberlândia (UFU) instacron:UFU |
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Universidade Federal de Uberlândia (UFU) |
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Repositório Institucional da UFU |
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Repositório Institucional da UFU - Universidade Federal de Uberlândia (UFU) |
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diinf@dirbi.ufu.br |
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