Impacto das atividades de marketing nos primeiros anos do negócio em seu desempenho futuro
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2015-12-04
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Universidade Federal de Goiás
Resumo
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.
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CAMARGO FILHO, A. Impacto das atividades de marketing nos primeiros anos do negócio em seu desempenho futuro. 2015. 83 f. Dissertação (Mestrado em Administração) - Universidade Federal de Goiás, Goiânia, 2015.