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Impacto das competências de marketing no sucesso (insucesso) das Startups
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Orientador(es)
Resumo(s)
Apesar da crescente tendência para o aparecimento de startups nos mercados, a taxa de sucesso das mesmas permanece reduzida. Assim sendo, torna-se necessário perceber o motivo pelo qual esta tendência está, muitas vezes, condenada ao insucesso.
Posto isto, o marketing foi identificado como um dos principais motivos pelos quais as startups não sobrevivem. Assim sendo, o propósito deste estudo é analisar o impacto das competências de marketing nas startups uma vez que, ao identificar os aspetos que levam ao seu sucesso, é possível concluir como é que a má exploração das competências de marketing podem conduzir a startup a falhar. Como tal foi conduzido um estudo qualitativo, com recurso a entrevistas semiestruturadas, a 10 startups portuguesas de modo a conseguir alinhar as proposições desenvolvidas com a revisão de literatura efetuada.
Os resultados obtidos permitiram confirmar que a exploração correta das competências de marketing, tanto estratégicas como operacionais, é um dos motivos que leva à continuidade das startups, o que significa, ao mesmo tempo, que um dos principais motivos pelos quais estas podem falhar é a utilização inadequada das mesmas.
As competências de marketing estão associadas à continuidade de uma startup, e embora não sejam as únicas, têm um peso determinante. Torna-se, por isso, essencial que as startups desenvolvam estas competências para que se mantenham vivas.
Despite the growing trend towards the emergence of startups in the markets, their success rate remains quite low. Therefore, it's necessary to understand the reasons why the startups are often condemned to failure. Marketing has been identified as one of the main reasons why startups do not survive. Consequently, the purpose of this study is to analyze the impact of marketing competences on the success of startups since, by identifying the aspects that lead to their success, it's possible to conclude how the poor exploration of marketing competences can lead to your failure. As such, a qualitative study was conducted, using semi-structured interviews, to 10 Portuguese startups in order to align the propositions developed by the literature. The results obtained allowed us to confirm that the correct exploration of marketing competences, both strategic and operational, are one of the reasons that leads to the continuity of startups. This means, at the same time, that one of the main reasons why these failures happen are the inadequate use of these competences. Marketing competences are associated with the continuity of a startup, and even though they are not the only ones, they have a "decisive weight". It is therefore essential that startups develop these competences in order to promote their sustainability.
Despite the growing trend towards the emergence of startups in the markets, their success rate remains quite low. Therefore, it's necessary to understand the reasons why the startups are often condemned to failure. Marketing has been identified as one of the main reasons why startups do not survive. Consequently, the purpose of this study is to analyze the impact of marketing competences on the success of startups since, by identifying the aspects that lead to their success, it's possible to conclude how the poor exploration of marketing competences can lead to your failure. As such, a qualitative study was conducted, using semi-structured interviews, to 10 Portuguese startups in order to align the propositions developed by the literature. The results obtained allowed us to confirm that the correct exploration of marketing competences, both strategic and operational, are one of the reasons that leads to the continuity of startups. This means, at the same time, that one of the main reasons why these failures happen are the inadequate use of these competences. Marketing competences are associated with the continuity of a startup, and even though they are not the only ones, they have a "decisive weight". It is therefore essential that startups develop these competences in order to promote their sustainability.
Descrição
Mestrado em Gestão e Estratégia Industrial
Palavras-chave
Startup fatores de sucesso/insucesso competências de marketing marketing estratégico marketing operacional success/failure factors marketing skills strategic marketing operational marketing
Contexto Educativo
Citação
Pedro, Beatriz de Castro Silva Miranda (2019). "Impacto das competências de marketing no sucesso (insucesso) das Startups". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão