Contemporary marketing practices: the case of small clothing manufacturing companies

Revista de Empreendedorismo e Gestão de Pequenas Empresas – REGEPE

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Title Contemporary marketing practices: the case of small clothing manufacturing companies
Práticas Contemporâneas de Marketing: O Caso de Pequenas Empresas de Confecção de Vestuários
 
Creator Cittadin, Jackson
Sarquis, Aléssio Bessa
Coelho, Ricardo Limongi França
Pizzinatto, Nadia Kassouf
 
Subject Contemporary marketing practices; Digital marketing; Interactive marketing; Network marketing; Small business
Práticas contemporâneas de marketing; Marketing digital; Marketing interativo; Marketing em rede; Pequenas empresas
 
Description Objective: to analyze small clothing manufacturing companies and the use of contemporary marketing practices in the dimensions of interactive marketing, digital marketing and network marketing.Methodology: the study is qualitative, descriptive and has multiple cases, and it is conducted through semi-structured interviews, documentary surveys and direct observation.Main results: the small clothing manufacturing company uses interaction marketing practices, network marketing and mainly digital marketing, including some planning, performance evaluation, and intensity, varying according to the entrepreneurial orientation and market orientation.Theoretical/methodological contributions: discussion of contemporary marketing practices, in the context of small clothing manufacturing companies, and formulation of new research proposals.Relevance/originality: studies on the theme of contemporary marketing practices are concentrated in the context of large companies, thus, this study discusses practices in the Brazilian context, small business, and manufactured goods.
Objetivo: analisar pequenas empresas de confecção de vestuários quanto à utilização de práticas contemporâneas do marketing interativo, digital e de rede.Metodologia: o estudo tem natureza qualitativa e descritiva, envolvendo multicasos, e foi conduzido por meio de entrevista semiestruturada, do levantamento documental e da observação direta.Principais resultados: a pequena empresa de confecção de vestuários utiliza práticas de marketing de interação, de rede e, principalmente, digital, inclusive, com planejamento, avaliação de desempenho e intensidade, variando em função das orientações empreendedora e para o mercado.Contribuições teóricas/metodológicas: discussão sobre práticas contemporâneas de marketing, no contexto de pequenas empresas de confecção de vestuários, e formulação de novas proposições de pesquisa.Relevância/originalidade: tendo em vista que os estudos sobre a temática de práticas contemporâneas de marketing estão concentrados, em geral, no contexto de grandes organizações, este estudo considerou relevante discutir tais práticas também em pequenas empresas, de bens manufaturados, no Brasil.
 
Publisher Revista de Empreendedorismo e Gestao de Pequenas Empresas - REGEPE
 
Contributor
AGETEC - Agência de Inovação e Empreendedorismo da Universidade do Sul de Santa Catarina (UNISUL)
 
Date 2020-05-01
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion


 
Format application/pdf
application/pdf
 
Identifier https://www.regepe.org.br/regepe/article/view/1547
10.14211/regepe.v9i3.1547
 
Source Iberoamerican Journal of Entrepreneurship and Small Business; v. 9, n. 3 (2020): Maio/Agosto; 408-442
Revista de Empreendedorismo e Gestão de Pequenas Empresas; v. 9, n. 3 (2020): Maio/Agosto; 408-442
2316-2058
 
Language por
eng
 
Relation https://www.regepe.org.br/regepe/article/view/1547/pdf
https://www.regepe.org.br/regepe/article/view/1547/pdf_1
https://www.regepe.org.br/regepe/article/downloadSuppFile/1547/232
https://www.regepe.org.br/regepe/article/downloadSuppFile/1547/320
https://www.regepe.org.br/regepe/article/downloadSuppFile/1547/321
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Rights Direitos autorais 2020 REGEPE - Revista de Empreendedorismo e Gestão de Pequenas Empresas
https://creativecommons.org/licenses/by-nc-nd/4.0
 

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