Advisor(s)
Abstract(s)
Cada vez mais estudadas, as relações entre marketing e empreendedorismo
são inquestionáveis e o atual contexto do ambiente macroeconómico associado à
fragilidade da situação económica de Portugal impõe uma explosão de ações de
promoção do empreendedorismo associadas a uma educação para o
empreendedorismo, onde a escola pode ter um papel determinante.
Focando-se no Programa A Empresa - da Junior Achievement Portugal (JAP),
Associação Aprender a Empreender (congénere portuguesa da Junior Achievement –
a maior e mais antiga organização mundial educativa, sem fins lucrativos) este
projeto de investigação permite compreender a relação entre a promoção do
empreendedorismo nas escolas e a promoção da mudança social na ótica do
marketing, bem como avaliar o impacto que a realização destes programas tem nos
seus públicos: numa primeira dimensão, o público-alvo dos programas, os alunos e
numa segunda dimensão de análise, os voluntários e as empresas associadas.
Considerando a orientação empreendedora, um conjunto multidimensional de
competências dos indivíduos empreendedores até aqui explorado apenas do ponto de
vista organizacional, verificamos que o contacto com atividades empreendedoras ao
longo do percurso escolar facilita a consolidação da orientação empreendedora dos
indivíduos, essencial no atual contexto competitivo do mercado de trabalho.
Esta investigação reflete ainda sobre o papel dos negócios na sociedade e o
impacto do voluntariado e da cidadania corporativa no apoio ao desenvolvimento de
competências entre os jovens. Refletindo sobre o seu papel na sociedade e sobre o
impacto que a sua ação pode ter na comunidade, na educação e nos jovens, as
empresas têm oportunidade de responder também aos desafios internos relacionados
com a responsabilidade social e cidadania corporativa.
Metodologicamente, a investigação é de natureza exploratória quantitativa,
tendo a recolha de dados sido feita por via de inquéritos por questionário, aplicados a
alunos, voluntários e responsáveis pelas empresas associadas da JAP.
The relation between marketing and entrepreneurship is unquestionable and the current context of the macroeconomic environment associated with the fragility of the economic situation in Portugal imposes an explosion of actions to promote entrepreneurship and schools must have an important role regarding Entrepreneurship education. Based on the Company Program - Junior Achievement Portugal (JAP), (Portuguese counterpart of Junior Achievement - the oldest and largest global educational and non-profit organization) this research will enable understanding the relationship between promoting entrepreneurship in schools and promoting social change from the perspective of marketing, as well as assessing the impact that the implementation of these programs have on their audiences: the target of the programs, the students, advisers and the business associates. Taking into account the entrepreneurial orientation, a multidimensional set of skills of entrepreneurs only explored so far from the organizational point of view, we find that the contact with entrepreneurship activities throughout their schooling years facilitates the consolidation of individuals’ entrepreneurial orientation, essential in today's competitive environment of the labor market. This research also reflects on the role of business in society and the impact of volunteering and corporate citizenship in supporting the development of skills among young people. Reflecting their role in society and the impact that their actions may have on the community, education and youth, businesses also have the opportunity to respond to internal challenges related to social responsibility and corporate citizenship. Methodologically, the research has a quantitative exploratory nature, with data collection from questionnaire surveys, applied to students, volunteers and JAP affiliates.
The relation between marketing and entrepreneurship is unquestionable and the current context of the macroeconomic environment associated with the fragility of the economic situation in Portugal imposes an explosion of actions to promote entrepreneurship and schools must have an important role regarding Entrepreneurship education. Based on the Company Program - Junior Achievement Portugal (JAP), (Portuguese counterpart of Junior Achievement - the oldest and largest global educational and non-profit organization) this research will enable understanding the relationship between promoting entrepreneurship in schools and promoting social change from the perspective of marketing, as well as assessing the impact that the implementation of these programs have on their audiences: the target of the programs, the students, advisers and the business associates. Taking into account the entrepreneurial orientation, a multidimensional set of skills of entrepreneurs only explored so far from the organizational point of view, we find that the contact with entrepreneurship activities throughout their schooling years facilitates the consolidation of individuals’ entrepreneurial orientation, essential in today's competitive environment of the labor market. This research also reflects on the role of business in society and the impact of volunteering and corporate citizenship in supporting the development of skills among young people. Reflecting their role in society and the impact that their actions may have on the community, education and youth, businesses also have the opportunity to respond to internal challenges related to social responsibility and corporate citizenship. Methodologically, the research has a quantitative exploratory nature, with data collection from questionnaire surveys, applied to students, volunteers and JAP affiliates.
Description
Dissertação apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Empreendedorismo Educação Marketing empreendedor Junior Achievement Orientação empreendedora Entrepreneurship Education Entrepreneurial marketing Junior Achievement Entrepreneurial orientation
Citation
Silva, Carla Sofia Laranjeira Marques - Promoção do empreendedorismno nas escolas: impacto da Junior Achievement Portugal, Associação Aprender a Empreender. - Lisboa: Escola Superior de Comunicação Social, 2014. – Dissertação de Mestrado.