Utilize este identificador para referenciar este registo: http://hdl.handle.net/10400.5/7933
Título: Marketing in entrepreneurship : the importance of an entrepreneurial marketing in new ventures
Autor: Viegas, Cristiano Manuel de Oliveira
Orientador: Crespo, Nuno
Palavras-chave: Novas empresas
Start-ups
marketing
Empreendedorismo
Marketing Empreendedor
performance da empresa
performance de marketing
New Ventures
Entrepreneurship
Entrepreneurial Marketing
firm performance
marketing performance
Data de Defesa: 2014
Editora: Instituto Superior de Economia e Gestão
Citação: Viegas, Cristiano Manuel de Oliveira (2014). "Marketing in entrepreneurship : the importance of an entrepreneurial marketing in new ventures". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Resumo: New Ventures, Start-ups, marketing, Entrepreneurship, Entrepreneurial Marketing, firm performance; marketing performance
This research evidences the contribution of Entrepreneurial Marketing to firm performance and identifies relevant capabilities and orientations that can contribute to this relationship. Regarding the academic level, this study contributes to better understand the antecedents and performance implications of an orientation to Entrepreneurial Marketing, while at corporate level it develops guidelines for Small and Medium Enterprises (SMEs) improve their marketing related decisions. Based in the available literature it was drawn a model that evaluates the relationship between four antecedents of Entrepreneurial Marketing (two capabilities and two strategic orientations) and three measures of performance, linked by the Entrepreneurial Marketing capability. This model was empirically tested by using data collected through an online survey sent to a sample of Portuguese SMEs between July and September of 2014. The empirical tests were conducted using Partial Least Squares (PLS) and the results show that the main drivers of Entrepreneurial Marketing are entrepreneurial Orientation and Marketing Capabilities and that Marketing Orientation and Management Capabilities have less influence. In terms of results, it was confirmed that Entrepreneurial Marketing positively influences the global performance of the company and particularly the marketing performance. This study shows that Entrepreneurial Marketing Orientation has a major importance for the survival and growth of SMES and that by adopting this orientation, firms can become more competitive and flexible and can have better performance (either financial and non-financial).
Descrição: Mestrado em Marketing
URI: http://hdl.handle.net/10400.5/7933
Aparece nas colecções:DG - Dissertações de Mestrado / Master Thesis
BISEG - Dissertações de Mestrado / Master Thesis

Ficheiros deste registo:
Ficheiro Descrição TamanhoFormato 
DM-CMOV-2014.pdf2,54 MBAdobe PDFVer/Abrir


FacebookTwitterDeliciousLinkedInDiggGoogle BookmarksMySpace
Formato BibTex MendeleyEndnote Degois 

Todos os registos no repositório estão protegidos por leis de copyright, com todos os direitos reservados.