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Uma proposta de modelo de gestão do marketing de serviço para empreendedores brasileiros
| Content Provider | Semantic Scholar |
|---|---|
| Author | Marins, Thiago Montanari |
| Copyright Year | 2015 |
| Abstract | Entrepreneurship in Brazil has been somewhat disjointed to the most basic precepts of science that studies it, with a low degree of innovation and strong competition. These numbers reflect the idea that one of the great challenges to be overcome by the entrepreneurial activity in Brazil is the lack of knowledge and training, so that the entrepreneur can go further and innovate, unveiling new markets. Starting from the question which considers the level of agreement of the Brazilian entrepreneurs about a model that has the goal to contribute to the development of its activities, this study proposed and tested a services marketing management model based on customer focus philosophy. Supported by a literature research, this model featured criteria and requirements duly supported by studies in this area. Then, a survey instrument was developed and applied to a group of Brazilian entrepreneurs through direct interview. The results revealed that all the assumptions of the requirements of the proposed services marketing management model have the agreement of the majority of entrepreneurs interviewed. This finding suggests that the model has a potential degree of adherence to the reality of this group, and can help it to improve their practices, allowing access to a scientific basis, that is not available to this group nowadays |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | https://app.uff.br/riuff/bitstream/1/3299/1/DISSERT%20THIAGO%20MONTANARI%20MARINS.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
