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Advisor(s)
Abstract(s)
Um tema muito abordado em Portugal nos últimos anos é o empreendedorismo, apontado até como solução para a economia nacional se relançar, e olhado também cada vez mais como o caminho para a geração Y (nascidos entre 1980 e 2000), que encontra muita dificuldade em entrar no mercado de trabalho e porque é também uma geração que ambiciona, mais que as anteriores, a sua independência laboral. Para tal, há neles uma reconhecida veia empreendedora que se reflete, por exemplo, em várias associações de jovens empreendedores, de espaços de co-work e de espaços disponíveis para startups que funcionam como incubadoras de empresas.
Neste trabalho, propõe-se aferir a perceção dos empreendedores sobre a importância e possível influência do marketing como condição para o sucesso das suas empresas, com a possibilidade de distinguir das ferramentas do marketing e da comunicação quais são valorizadas como mais influentes no sucesso empresarial em Portugal.
Foi efetuado um inquérito on-line a empreendedores em Portugal, conseguiu-se uma cobertura variada de empreendedores e empresas, que permitiu perceber quais as ferramentas de marketing e comunicação a que dão um maior ou menor grau de importância para o seu caminho de sucesso empresarial, e foi também questionado sobre esta área quais as ferramentas que mais gostariam de apostar no futuro, para conseguirmos perceber o que já valorizam e o que vêm no horizonte como aposta, nestas áreas, para incrementar o seu sucesso.
ABSTRACT: Over the last few years, in Portugal, the entrepreneurship subject has been approached and pointed as a possible solution to national economy come back. Is also seen, more and more, as the way to succeed by generation Y (those who were born between 1980 and 2000), who's have huge difficulty to get into the business world market, and because it is a generation that aims more than the others for their labor independence, and for that there are in them a known entrepreneurial vein which is reflected, for example, on several associations of young entrepreneurs, on co-work spots and on dedicated start-up places that work as business incubators. This work is to understand the entrepreneur’s perception about the importance and influence of marketing as condition to his company success, with the possibility to distinguish which marketing and communication tools are recognize as being more influential on company’s success in Portugal. An online inquiry was performed on entrepreneurs in Portugal, reaching several national regions, as well, different entrepreneurs and enterprises profiles, allowing us to understand which marketing and communication tools could be related to a successful business path. Was also questioned which would be the best tools to use in the future to understand what is already valued and what they see as a long shot, in these areas, to increase the success
ABSTRACT: Over the last few years, in Portugal, the entrepreneurship subject has been approached and pointed as a possible solution to national economy come back. Is also seen, more and more, as the way to succeed by generation Y (those who were born between 1980 and 2000), who's have huge difficulty to get into the business world market, and because it is a generation that aims more than the others for their labor independence, and for that there are in them a known entrepreneurial vein which is reflected, for example, on several associations of young entrepreneurs, on co-work spots and on dedicated start-up places that work as business incubators. This work is to understand the entrepreneur’s perception about the importance and influence of marketing as condition to his company success, with the possibility to distinguish which marketing and communication tools are recognize as being more influential on company’s success in Portugal. An online inquiry was performed on entrepreneurs in Portugal, reaching several national regions, as well, different entrepreneurs and enterprises profiles, allowing us to understand which marketing and communication tools could be related to a successful business path. Was also questioned which would be the best tools to use in the future to understand what is already valued and what they see as a long shot, in these areas, to increase the success
Description
Dissertação apresentada à Escola Superior de Comunicação Social como requisito parcial para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Marketing Empreendedorismo Comunicação Sucesso Portugal Entrepreneurship Communication Success
Citation
FONSECA, Luís Sérgio dos Santos Amaral – Marketing como fator de sucesso para os empreendedores em Portugal. Lisboa: IPL, Escola Superior de Comunicação Social, 2017. Dissertação de mestrado.
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social