Mestrado em Administração (FACE)
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Navegando Mestrado em Administração (FACE) por Assunto "Airlines"
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Item Estratégias de marketing e as dimensões de valor da marca no transporte aéreo analisadas sob a perspectiva do passageiro(Universidade Federal de Goiás, 2017-03-14) Oliveira , Denise Santos de; Souza, Mauro Caetano de; http://lattes.cnpq.br/1377101375497344; Souza, Mauro Caetano de; http://lattes.cnpq.br/1377101375497344; Almeida, Marcos Severo Inácio de; Almeida, Carlos Lourenço deThe purpose of this study is to examine the influence of the passenger's perception of the marketing strategies, developed by airlines, on each of their brand equity dimensions. From systematic review and research with airline managers a conceptual model was proposed, relating the marketing strategies, adopted by airlines, and the dimensions of consumer-based brand equity: brand associations/brand awareness, perceived quality and brand loyalty. The data were collected at six airports located in the Midwest, South and Southeast regions of Brazil and analyzed with Structural Equations Modeling (SEM). The results demonstrate correlation between the perception of marketing strategies, adopted by the airlines, indicating that for companies to affect the dimensions of value that the passenger perceives in the brand, it is not enough to carry out isolated investments, in one or the other strategy, but efforts to strengthen joint service innovations, price-related promotions and event sponsorship. This study provides a basis for the development of future studies on passenger-based brand equity and enables the best targeting of marketing strategies in the air transport sectorItem Caracterização da inovação em modelos de negócios: aplicações no transporte aéreo(Universidade Federal de Goiás, 2015-12-07) Pereira, Bruno Alencar; Souza, Mauro Caetano de; http://lattes.cnpq.br/1377101375497344In the air transport sector, especially in the airlines, innovation in business models can contribute to the creation of value, competitive advantage and profitability with new possibilities of action in the sector. The proposed research aims to identify the business models adopted by Brazilian airlines and characterize how innovation happens to create value, competitive advantage and profitability by models applied to the sector with the identification and implementation of appropriate indicators not yet exploited to this understanding. The methodology consisted of empirical, exploratory and descriptive research by multi case study with three of the main Brazilian airlines, allowing an investigation to raise significant and holistic characteristics of innovation indicators applied to the business models adopted in the sector. The results show the search paradigm breaks related to the dichotomy of the traditionals models low-cost and full-service toward hybrid business models and perceived the need for a business model that maintains a balance between the services offered, however, no major innovations identified by the supplied value proposition. The conclusion is that in the Brazilian airlines the innovation in business models occur linearly as examples highlighted by the companies, that the perception of them, internal changes in business models are considered major organizational innovations, however, there is no evidence results in large external innovations to the market provided by the business models adopted in a comparative panorama of such airlines.