Powered by OpenAIRE graph
Found an issue? Give us feedback
addClaim

Marketing relacional e empreendedorismo : o caso português

Authors: Duarte, Andreia Filipa Rodrigues;

Marketing relacional e empreendedorismo : o caso português

Abstract

Taking into consideration the growing popularity of concepts like personal networking and entrepreneurship this study had the purpose of analyzing the development of interfirm relationships in the Portuguese startup context. Through the realization of seven interviews with representatives from seven different start-ups, a new relational theory is built, explaining how trust, embeddedness and commitment can result in relational openness and innovation in startups. As a consequence, these two constructs guarantee the continuity and the competitiveness of the new ventures in the market. This study adds value to the literature by studying the Portuguese reality, which is not common, but also through the clarifications of interfirm relationship development in the new venture context, which is not fully explored yet. The proposed model, based on the interview data, does not emphasize the effects of constructs such as power and opportunistic behavior and gives more attention to trust, embeddedness and commitment and that is one of the main results of this study. In fact, through the interviews it was possible to conclude that Portuguese startups are managed by entrepreneurs focused on the positive aspects of interfirm collaboration, therefore giving more attention to the levels of trust, proximity and sharing between the collaborating firms. Instead of focusing on governance mechanisms, the entrepreneurs take advantage of their personal contacts to create partnerships with organizations that they know they can trust since the beginning of the relationship, which means that often they rely on each other’s word instead of using formal written and signed contracts.

Tendo em conta a crescente popularidade de conceitos como networking pessoal e de empreendedorismo, a presente dissertação tem como propósito a análise do processo de desenvolvimento de relações interorganizacionais no contexto das startups portuguesas. Através de entrevistas realizadas a sete startups portuguesas, é construída uma nova teoria relacional que modela a forma como a confiança, a coesão e o compromisso geram abertura organizacional e inovação nas startups, garantindo, consequentemente, a sua continuidade e competitividade no mercado. Acrescenta-se valor à literatura principalmente pelo enquadramento na realidade portuguesa, que não é habitualmente explorada nestes estudos, mas também pela clarificação do processo relacional no contexto de empresas empreendedoras, tema que ainda não se encontra devidamente explorado. O afastamento de conceitos como o poder e os comportamentos oportunistas, pelo enaltecimento da confiança, da coesão e do compromisso, é o principal resultado do estudo apresentado. Com efeito, percebeu-se que as startups portuguesas são lideradas por empreendedores focados nos aspetos positivos da colaboração interorganizacional, dando primazia à confiança, à proximidade e à partilha. Mais do que criar mecanismos de governança para as suas parcerias, os empreendedores optam por emparceirar com organizações nas quais tenham contactos pessoais previamente estabelecidos, o que lhes permite, desde logo, confiar nessas mesmas organizações de forma intensa, ao ponto de, em muitos casos, a palavra ser suficiente para substituir contratos formalmente escritos e assinados.

Mestrado em Gestão

Country
Portugal
Related Organizations
Keywords

Gestão, Empreendedorismo, Marketing Relacional, Confiança, Relações Interorganizacionais, Empreendedorismo - Portugal, Startups, Inovação, Marketing relacional

  • BIP!
    Impact byBIP!
    selected citations
    These citations are derived from selected sources.
    This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
    0
    popularity
    This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
    Average
    influence
    This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
    Average
    impulse
    This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
    Average
Powered by OpenAIRE graph
Found an issue? Give us feedback
selected citations
These citations are derived from selected sources.
This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Citations provided by BIP!
popularity
This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
BIP!Popularity provided by BIP!
influence
This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Influence provided by BIP!
impulse
This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
BIP!Impulse provided by BIP!
0
Average
Average
Average
Upload OA version
Are you the author of this publication? Upload your Open Access version to Zenodo!
It’s fast and easy, just two clicks!