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|Título:||Marketing in entrepreneurship : the importance of an entrepreneurial marketing in new ventures|
|Autor:||Viegas, Cristiano Manuel de Oliveira|
performance da empresa
performance de marketing
|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|
|Aparece nas colecções:||DG - Dissertações de Mestrado / Master Thesis|
BISEG - Dissertações de Mestrado / Master Thesis
Ficheiros deste registo:
|DM-CMOV-2014.pdf||2,54 MB||Adobe PDF||Ver/Abrir|
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