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Comunicação de marca na aquisição de marketplaces: os casos do Grupo Zap no Brasil e da FixeAds em Portugal
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Orientador(es)
Resumo(s)
Os marketplaces digitais fazem parte do cotidiano das pessoas. Comprar um carro,
arrendar um imóvel ou procurar um emprego são tarefas cada vez mais mediadas por
estes websites. Esta é uma indústria em expansão, estimada por consultorias
especializadas em 92 mil milhões de dólares. Recentemente, este sector tem passado
por intensos processos de fusão e aquisição. Esta dissertação é sobre o papel da
comunicação de marca na aquisição de marketplaces, tendo como objeto de estudo
duas empresas: a FixeAds em Portugal e o Grupo Zap no Brasil. Ambas as empresas
foram adquiridas por dois dos maiores grupos operadores de marketplaces mundiais:
OLX Group, pertencente à Prosus, e Adevinta. Com a pergunta de partida “Como se
desenvolve a comunicação de marca no contexto da aquisição de marketplaces?”, esta
dissertação busca compreender como são desenvolvidos os processos de comunicação
de marca na aquisição de marketplaces, considerando dois stakeholders estratégicos:
clientes profissionais e usuários finais. Este estudo recorreu a seis entrevistas
semiestruturadas em profundidade com informadores qualificados – executivos de nível
C envolvidos diretamente com estas empresas – e à análise ao conteúdo de 19
comunicações, que compreendem documentos e comunicados enviados a reguladores,
mercado, clientes e imprensa, bem como relatórios financeiros públicos divulgados
pelas empresas adquirentes e pelas empresas alvo das aquisições aqui analisadas. Os
resultados apontam que os processos de comunicação de marca variam de acordo com
a demanda de informação requerida por cada stakeholder. A comunicação de marca
voltada a clientes profissionais tende a ser mais detalhada que àquela dirigida aos
usuários finais nos períodos pré e pós-aquisição. A comunicação de marca aos usuários
finais tende a evidenciar as vantagens práticas de uma aquisição ou fusão em
detrimento de aspetos legais.
Digital marketplaces are part of people’s daily lives. Buying a car, renting a property, or looking for a job are some of the tasks these websites intermediate more and more. This is an expanding industry, which is estimated by specialized consulting companies to reach 92 billion dollars in revenues. Recently, this sector has been through intense merger and acquisition processes. This dissertation is about the role of brand communications in the acquisition of marketplaces, having two companies - FixeAds in Portugal and Grupo Zap in Brazil – as its research objects. Both companies were acquired by some of the major marketplace operators worldwide: OLX Group, owned by Prosus, and Adevinta. Having the following research question “How do brand communications develop within the context of marketplace acquisitions,” this dissertation seeks to comprehend how brand communications processes are developed, considering two strategic stakeholders: professional clients and end- users. This study employed indepth, semi-structured interviews with six qualified information providers – C-level executives directly involved with these companies – and analysis to the content of 19 communications, which include documents and notices sent to regulators, the markets, clients, and the press, as well as public financial reports released by the buying companies and by the companies subject to such acquisitions. Results indicate the communication processes vary according to the information demand required by each stakeholder. Brand communications to the professional clients tends to be more detailed than that destined to the final users in both the pre and post-acquisition phases. Brand communications to the final consumer tends to make evident the practical advantages of an acquisition or merger rather than highlighting the legal aspects of those transactions.
Digital marketplaces are part of people’s daily lives. Buying a car, renting a property, or looking for a job are some of the tasks these websites intermediate more and more. This is an expanding industry, which is estimated by specialized consulting companies to reach 92 billion dollars in revenues. Recently, this sector has been through intense merger and acquisition processes. This dissertation is about the role of brand communications in the acquisition of marketplaces, having two companies - FixeAds in Portugal and Grupo Zap in Brazil – as its research objects. Both companies were acquired by some of the major marketplace operators worldwide: OLX Group, owned by Prosus, and Adevinta. Having the following research question “How do brand communications develop within the context of marketplace acquisitions,” this dissertation seeks to comprehend how brand communications processes are developed, considering two strategic stakeholders: professional clients and end- users. This study employed indepth, semi-structured interviews with six qualified information providers – C-level executives directly involved with these companies – and analysis to the content of 19 communications, which include documents and notices sent to regulators, the markets, clients, and the press, as well as public financial reports released by the buying companies and by the companies subject to such acquisitions. Results indicate the communication processes vary according to the information demand required by each stakeholder. Brand communications to the professional clients tends to be more detailed than that destined to the final users in both the pre and post-acquisition phases. Brand communications to the final consumer tends to make evident the practical advantages of an acquisition or merger rather than highlighting the legal aspects of those transactions.
Descrição
Dissertação para obtenção de grau de Mestre em Ciências da Comunicação
Palavras-chave
Identidade organizacional; Comunicação de marca; marketplaces digitais; fusões e aquisições; estudo qualitativo; Organizational identity; brand communications; digital marketplaces; merger and acquisitions; qualitative study.