O processo estratégico de marketing em pequenas e médias empresas de desenvolvimento de software: um estudo de casos múltiplos

AUTOR(ES)
DATA DE PUBLICAÇÃO

2008

RESUMO

This dissertation is focused on the strategic marketing process, which involves the formulation and the implementation of marketing strategies, in small and medium software development companies. Its objectives are to analyze the process, examining the relation between formulation and implementation and the role of improvisation and adaptation on the strategic marketing process. It also investigates the executives of the analyzed companies perception of the strategic marketing process contribution to the creation of competitive advantage, as well as the representation of the strategic marketing content in promotional materials. A multiple-case study was conducted in five software development companies, four small companies and one medium. The evidences were collected through semi-structured interviews and promotional materials. The cases were first individually analyzed and then a comparative analysis was conducted. The integration between formulation and implementation was identified, as well as the influence of improvisation and adaptation on the software development companies strategic marketing process. The aspects which influence the process were divided in antecedents, internal and external, and emergent factors, internal and external. The components of the process are: situation analysis, definition of target and positioning, marketing capability, relationship capability, human resources management capability, commitment and continuity, process informality, conduction of the process by levels and integration of formulation and implementation. The results of the process are business performance, organizational learning, customers satisfaction and employees motivation. According to the executives perception, the process contributes to the creation of competitive advantage through the definition of the positioning strategy, the marketing management capability, the relationship management and the market comprehension capability

ASSUNTO(S)

marketing strategy gestão de marketing strategic marketing process administracao estratégia de marketing processos estratégicos marketing management

ACESSO AO ARTIGO

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