文章基本信息

标题：Gestão mercadológica e lucratividade: um estudo com jogos de empresas
本地全文：下载
作者：Marco Antônio Silva ; Antonio Carlos Aidar Sauaia
期刊名称：Revista de Administração da UFSM
印刷版ISSN：1983-4659
出版年度：2012
卷号：5
期号：1
页码：92-109
DOI：10.5902/198346593995
语种：English
出版社：Universidade Federal de Santa Maria
摘要：The marketing management in organizations is crucial for affecting the generation of revenue. However, managers have little understood the impact of management on profitability, because the difficulty of measuring the effects on the results. This study compared marketing management in companies that worked with operational focus to those working with strategic focus. Data produced in a business game with nine competing firms were examined in a descriptive study focusing the impact on profits and on the Internal Rate of Return. The analysis of the decisions revealed that four companies were operational oriented and five companies were strategic oriented. The results showed that the strategic marketing management absorbed larger investments, generating greater value to shareholders and maintaining the expectation of business continuity. Business games as a research environment have much to contribute to empirical studies in the Marketing field.
其他摘要：The marketing management in organizations is crucial for affecting the generation of revenue. However, managers have little understood the impact of management on profitability, because the difficulty of measuring the effects on the results. This study compared marketing management in companies that worked with operational focus to those working with strategic focus. Data produced in a business game with nine competing firms were examined in a descriptive study focusing the impact on profits and on the Internal Rate of Return. The analysis of the decisions revealed that four companies were operational oriented and five companies were strategic oriented. The results showed that the strategic marketing management absorbed larger investments, generating greater value to shareholders and maintaining the expectation of business continuity. Business games as a research environment have much to contribute to empirical studies in the Marketing field.
关键词：Administração; Marketing; Jogos de Empresas; Ensino e Pesquisa
其他关键词：Marketing management; Strategic marketing management; Operational marketing management; Profitability; Business games.