Impacto das atividades de marketing nos primeiros anos do negócio em seu desempenho futuro

• Ano de defesa: 2015
• Autor(a) principal: Camargo Filho, Altair
• Orientador(a): Borges Junior, Cândido Vieira
• Banca de defesa: Borges Junior, Cândido Vieira, Teixeira, Rivanda Meira
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal de Goiás
• Programa de Pós-Graduação: Programa de Pós-graduação em Administração (FACE)
• Departamento: Faculdade de Administração, Ciências Contábeis e Ciências Econômicas - FACE (RG)
• País: Brasil
• Palavras-chave em Português: Empreendedorismo; Processo empreendedor; Marketing; Desempenho; PSED
• Palavras-chave em Inglês: Entrepreneurship; Entrepreneurial process; Marketing; Performance; PSED
• Área do conhecimento CNPq: ADMINISTRACAO DE EMPRESAS::MERCADOLOGIA
• Link de acesso: http://repositorio.bc.ufg.br/tede/handle/tede/5418

This study aimed to analyze how the moment in which the venture starts using marketing activities in its early stages affects its future performance. In order to achieve this goal the Panel Study of Entrepreneurial Dynamics (PSED), which consisted of application of questionnaires, via telephone, to 1,214 new entrepreneurs from the United States between the years 2005 and 2011. The data analysis was done using descriptive statistics and logistic regression analysis in which the dependent variables considered as performance were the survival and profitability of companies. The independent variables, marketing activities, were “effort to talk with potential clients”; “effort to collect competitors information”, and “execution of promotional efforts”. For the analysis, it was related the beginning of realization of marketing activities in the first and second years with the new venture’s performance in the second, third and fourth years. Results show that the first year is the optimal time for entrepreneurs to start talking to consumers, that is, the moment that takes the company to perform better in subsequent years. The execution of promotional efforts in the first year also leads to positive results for business, but results regarding the optimal moment to develop this action and regarding the collection of information about competitors were inconclusive.