A intensidade da orientação empreendedora e capacidade de marketing no varejo supermercadista

Ruan Carlos dos Santos; Ismael Luiz dos Santos; Daniel de Souza Silva Junior

doi:10.18593/race.19920

Authors

Ruan Carlos dos Santos Centro Universitário UNIAVAN https://orcid.org/0000-0001-7396-8774
Ismael Luiz dos Santos UNIVALI/Doutorando em AdministraçãoSENAI/ Programa de AprendizagemUNISOCIESC/ Programa de Graduação em Administração
Daniel de Souza Silva Junior FACULDADE AVANTIS/ Graduando em Administração

DOI:

https://doi.org/10.18593/race.19920

Keywords:

Entrepreneurial Orientation, Marketing Capability, Retail supermarket

Abstract

the North to the South of the State of Santa Catarina, out of total of 679 companies associated with Acats. The research proposal involved a bibliographic survey, the application of questionnaires to the participants of EXPOSUPER 2017, and the subsequent analysis of the results. Despite being based on a well-established theoretical model, this study has a certain content of originality as it analyzes the entrepreneurial orientation in the retail supermarket used to verify the marketing capacity in the competition of the business market. The results evidenced that there is a strong and intense evidence of the entrepreneurial orientation constructs in the dimensions of innovation, proactivity and risk and in the marketing capacity building for the dimensions of market research, price, product, promotion and management. The use of theoretical perspectives related to marketing ability, as it incorporates skills and resources to achieve a strong position in the market, taking into account the perspectives of clients and competitors. Entrepreneurs may seek to better understand the needs and expectations of customers, as well as the movements of competitors, and can drive and direct information in developing the most effective of their resources and capabilities.

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Author Biographies

Ruan Carlos dos Santos, Centro Universitário UNIAVAN

Mestre em Administração de Empresas pela UNIVALI. Especialista em Metodologia de Ensino de Filosofia e Sociologia pela FCV. Especialista em Gestão Empresarial pela FAPAG. Especialista em EAD e Metodologia Superior pela UNISOCIESC. Licenciatura em Filosofia e Ciências Sociais pela FAERPI.
Bacharelando em Administração pela UFSC. Bacharel em Teologia pela FACASC. Bacharel em Filosofia pela UNISUL
Membro do Grupo. Estudos de Estratégia e Performance (GEEP) do CNPQ / UNIVALI

Ismael Luiz dos Santos, UNIVALI/Doutorando em AdministraçãoSENAI/ Programa de AprendizagemUNISOCIESC/ Programa de Graduação em Administração

Doutorando no curso de Administração e Mestre em Administração pela UNIVALI (2015), Pós-Graduado em Docência no ensino Superior pela Faculdade AVANTIS (2015), MBA Gestão Empresarial pela GAMA FILHO (2012) e Graduado em Design pela UNIVALI (2007).

Daniel de Souza Silva Junior, FACULDADE AVANTIS/ Graduando em Administração

Graduado em administração - FACULDADE AVANTIS.

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