O RELACIONAMENTO COM O CLIENTE COMO FATOR ESTRATÉGICO NA CONSOLIDAÇÃO DE NOVOS EMPREENDIMENTOS Um estudo de caso sobre o papel desempenhado pelo cliente empresarial para novas empresas de base tecnológica

• Ano de defesa: 2008
• Autor(a) principal: Kramarz, Leon
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Programa de Pós-graduação em Sistemas de Gestão; Segurança do Trabalho, Meio-ambiente, Gestão pela Qualidade Total
• Palavras-chave em Português: Estratégia empresarial; Empreendimentos de base tecnológica; Empreendedorismo; Relacionamento cliente-fornecedor; Entrepreneurial strategy; Technology-based ventures; Entrepreneurship; Buyer-seller relationship; CNPQ::ENGENHARIAS::ENGENHARIA DE PRODUCAO
• Link de acesso: https://app.uff.br/riuff/handle/1/18079

This dissertation deals with new technology-based firms and their efforts to establish themselves in the marketplace, since their foundation and incubation. Based on existing literature, the assumption is made that newly founded ventures face difficulties and entry barriers, despite the support obtained during the incubation stage. In order to overcome these barriers, new firms develop relationships with their early customers, which are viewed as a strategic resource and a learning source. A multi-case study carried out among five new firms based in Rio de Janeiro has identified strategies and relationship patterns which support this assumption. The study has found that business customers of new enterprises take on different roles, within diverse relational arrangements, which evolve as the new ventures manage to overcome entry barriers and consolidate their activities. Operationally, relationship with customers may be translated into hurdles, challenges and risk taking and, as the new firms address and solve them, they mature and increase their competence. The entrepreneurs found their apprenticeship with customers to be considerable and fruitful, resulting in increased overall efficiency and higher profitability. Interaction with customers has also been considered a major factor in adjusting internal structures and processes. Finally, the study has identified two relevant consequences for the new firms: (a) their external recognition as specialized companies, and (b) their increased relational competence, due to the experience acquired while dealing with customers. This research seeks to emphasize the importance of the relationship with customers as a strategic and learning resource for new technology-based firms in their early years of entrepreneurial activity.