Uma perspectiva de marketing estratégico sobre empreendedores e inovação

Fernando Antonio Monteiro Christoph D'Andrea, Fernando Bins Luce

Resumo


Objetivo: Apresentar as profundas e inexploradas conexões entre as teorias em Marketing Estratégico e Empreendedorismo usando a inovação como fenômeno basilar.

Método: Este é um artigo conceitual que discute as literaturas mencionadas anteriormente e demonstra que a inovação pode ser vista como conexão entre o individualismo metodológico da teoria empreendedorial da firma e a literatura em marketing estratégico. A literatura fundamental em empreendedorismo deste ponto de vista, bem como as referências mais relevantes em marketing estratégico foram comparadas.

Resultados Principais: Mais do que expor tais conexões, o trabalho traz dois resultados objetivos: um framework que conecta desenvolvimentos teóricos previamente vistos nas duas literaturas e; uma tabela comparativa com os conceitos teóricos e contribuições originais. Ambos oferecem caminhos para o desenvolvimento de pesquisas teóricas e/ou empíricas.

Contribuições teóricas e metodológicas: O trabalho elucida a complementariedade entre as literaturas, melhorando a interdisciplinaridade e dando um primeiro passo para reinserir o individualismo metodológico como uma perspectiva metodológica válida no marketing e no marketing estratégico. Mais especificamente, isto se dá por posicionar o empreendedor como figura central em qualquer organização.

Relevância/Originalidade: O presente artigo faz algo inédito do ponto de vista conceitual. Alguns acadêmicos discutem a importância de indivíduos que detém e exercem poder nas organizações, no entanto, ao usar a teoria empreendedorial da firma, damos um passo inédito nas discussões de marketing estratégico.

Implicações sociais ou para administradores: Ao adotar uma abordagem individualista para a análise do marketing estratégico, acadêmicos aumentam a quantidade de ferramentas à sua disposição para compreender o dinamismo organizacional e mercadológico. Tal abordagem também contribui para aproximar as discussões teóricas a algo mais palpável para os práticos.


Palavras-chave


Marketing estratégico; Empreendedorismo; Inovação; Teoria empreendedorial da firma

Texto completo:

PDF (English)

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