Práticas Contemporâneas de Marketing: O Caso de Pequenas Empresas de Confecção de Vestuários

Jackson Cittadin; Aléssio Bessa Sarquis; Ricardo Limongi França Coelho; Nadia Kassouf Pizzinatto

doi:10.14211/regepe.v9i3.1547

Authors

Jackson Cittadin Faculdade Senac Criciúma (SENAC), Santa Catarina https://orcid.org/0000-0001-6466-5464
Aléssio Bessa Sarquis Universidade do Sul de Santa Catarina - UNISUL http://orcid.org/0000-0001-9690-0510
Ricardo Limongi França Coelho Universidade Federal de Goiás - UFG https://orcid.org/0000-0003-3231-7515
Nadia Kassouf Pizzinatto Universidade Metodista de Piracicaba - UNIMEP https://orcid.org/0000-0003-1598-6231

DOI:

https://doi.org/10.14211/regepe.v9i3.1547

Keywords:

Contemporary marketing practices, Digital marketing, Interactive marketing, Network marketing, Small business

Abstract

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.

Downloads

Download data is not yet available.

Author Biographies

Jackson Cittadin, Faculdade Senac Criciúma (SENAC), Santa Catarina

Mestre em Administração pela Universidade do Sul de Santa Catarina - UNISUL, Santa Catarina, Brasil. Professor da Faculdade Senac Criciúma - SENAC, Santa Catarina. Gerente de Marketing/Comercial da Imbraforte Blindados.

Aléssio Bessa Sarquis, Universidade do Sul de Santa Catarina - UNISUL

Doutor em Administração pela Faculdade de Economia, Administração, Contabilidade e Atuária na Universidade de São Paulo - FEA/USP, São Paulo, Brasil. Professor do Programa de Pós-Graduação Mestrado em Administração (PPGA) da Universidade do Sul de Santa Catarina - UNISUL, Santa Catarina – Brasil.

Ricardo Limongi França Coelho, Universidade Federal de Goiás - UFG

Doutor em Administração pela Escola de Administração de Empresas de São Paulo da Fundação Getúlio Vargas -EAESP/FGV, São Paulo, Brasil. Professor do Programa de Pós-Graduação Mestrado em Administração (PPGADM) da Universidade Federal de Goiás - UFG, Goiás.

Nadia Kassouf Pizzinatto, Universidade Metodista de Piracicaba - UNIMEP

Doutora em Administração pela Escola de Administração de Empresas de São Paulo da Fundação Getúlio Vargas EAESP/FGV, São Paulo, Brasil. Professora do Programa de Pós-graduação em Administração (PPGA) da Universidade Metodista de Piracicaba - UNIMEP, São Paulo.

References

Agus, A., Isa, M., Farid, M., & Permono, S. (2015). An assessment of SME competitiveness in Indonesia. Journal of Competitiveness, 7(2), 60-74. DOI: https://doi.org/10.7441/joc.2015.02.04

Altinay, L., Saunders, M., & Wang, C. (2014). The influence of culture on trust judgments in customer relationship development by ethnic minority small businesses. Journal of Small Business Management, 52(1), 59-78. DOI: https://doi.org/10.1111/jsbm.12033

Boaria, F., Anjos, S., & Raye, R. (2014). A aplicação do e-marketing nas redes hoteleiras do Brasil. Tourism & Management Studies, 10(2), 116-122.

Brodie, R., Coviello, N., & Winklhofer, H. (2008). Contemporary marketing practices research program: a review of the first decade. Journal of Business & Industrial Marketing, 23(2), 84-94. DOI: https://doi.org/10.1108/08858620810850191

Brooksbank, R., Garland, R., & Taylor, D. (2008). Strategie marketing practices: their contribution to the competitive success of medium-sized manufacturing firms in New Zealand. Small Enterprise Research, 16(2), 8-20. DOI: https://doi.org/10.5172/ser.16.2.8

Carson, D. (1990). Some exploratory models for assessing small firms marketing performance (A qualitative approach). European Journal of Marketing, 24(11), 8-51. DOI: https://doi.org/10.1108/03090569010006056

Carson, D., & Gilmore, A. (2000). Marketing at the interface: not ‘what’ but ‘how’. Journal of Marketing Theory and Practice, 8(2), 1-7. DOI: https://doi.org/10.1080/10696679.2000.11501863

Colque, E., Baptista, J., & Oliveira, C. (2016). Análise da utilização de boas práticas de marketing digital em uma rede social. Revista Fatec Sebrae em Debate-Gestão, Tecnologias e Negócios, 3(5), 114-130.

Coviello, N., Milley, R., & Marcolin, B. (2001). Understanding IT-enabled interactivity in contemporary marketing. Journal of interactive marketing, 15(4), 18-33. DOI: https://doi.org/10.1002/dir.1020

Coviello, N., Brodie, R., & Munro, H. (1997). Understanding contemporary marketing: development of a classification scheme. Journal of Marketing Management, 13(6), 501-522. DOI: https://doi.org/10.1080/0267257X.1997.9964490

Coviello, N., Winklhofer, H., & Hamilton, K. (2006). Marketing practices and performance of small service firms: an examination in the tourism accommodation sector. Journal of Service Research, 9(1), 38-58. DOI: https://doi.org/10.1177/1094670506289533

Cronin-Gilmore, J. (2012). Exploring marketing strategies in small businesses. Journal of Marketing Development and Competitiveness, 6(1), 96-107.

Dadzie, K., Johnston, W., & Pels, J. (2008). Business-to-business marketing practices in West Africa, Argentina and the United States. Journal of Business & Industrial Marketing, 23(2), 115-123. DOI: https://doi.org/10.1108/08858620810850236

Eisingerich, A., Chun, H., Liu, Y., Jia, H., & Bell, S. (2015). Why recommend a brand face‐to‐face but not on Facebook? How word‐of‐mouth on online social sites differs from traditional word‐of‐mouth. Journal of Consumer Psychology, 25(1), 120-128. DOI: https://doi.org/10.1016/j.jcps.2014.05.004

Ensslin, L., Sarquis, A., Cittadin, J., & Chaves, L. (2015). Evidenciação do estado da arte sobre marketing para pequenas empresas: levantamento e análise do período 2003-2013. Revista da Micro e Pequena Empresa, 9(3), 2-21.

Fiesc – Federação das Indústrias do Estado de Santa Catarina (2015). Relatório anual 2014. Recuperado de https://fiesc.com.br/pt-br/publicacoes-e-estatisticas/relatorio-anual-2014-0

Gilmore, A., Gallagher, D., & Henry, S. (2007). E-marketing and SMEs: operational lessons for the future. European Business Review, 19(3), 234-247. DOI: https://doi.org/10.1108/09555340710746482

Glaser, B., & Strauss, A. (1967). The discovery of grounded theory: Strategies for qualitative research. Chicago, EUA: Aldire. DOI: https://doi.org/10.1097/00006199-196807000-00014

Hapenciuc, C., Pînzaru, F., Vătămănescu, E., & Stanciu, P. (2015). Converging sustainable entrepreneurship and the contemporary marketing practices. An insight into romanian start-ups. Amfiteatru Economic Journal, 17(40), 938-954.

Hitt, M. A., Bierman, L., Shimizu, K., & Kochhar, R. (2001). Direct and moderating effects of human capital on strategy and performance in professional service firms: A resource-based perspective. Academy of Management Journal, 44(1), 13-28. DOI: https://doi.org/10.5465/3069334

Hoeckesfeld, L., Sarquis, A., & Favretto, J. (2017). Análise da produção científica sobre práticas contemporâneas de marketing. In Anais dos Seminários em Administração da Faculdade de Economia, Administração e Contabilidade – SemeAd. Universidade de São Paulo, São Paulo, SP, 20.

Hooley, G., Greenley, G., Cadogan, J., & Fahy, J. (2005). The performance impact of marketing resources. Journal of Business Research, 58(1), 18-27. DOI: https://doi.org/10.1016/S0148-2963(03)00109-7

Gellynck, X., Banterle, A., Kühne, B., Carraresi, L., & Stranieri, S. (2012). Market orientation and marketing management of traditional food producers in the EU. British Food Journal. DOI: https://doi.org/10.1108/00070701211219513

Gilboa, S., Seger-Guttmann, T., & Mimran, O. (2019). The unique role of relationship marketing in small businesses’ customer experience. Journal of Retailing and Consumer Services, 51, 152-164. DOI: https://doi.org/10.1016/j.jretconser.2019.06.004

Grimmer, L., Grimmer, M., & Mortimer, G. (2018). The more things change the more they stay the same: A replicated study of small retail firm resources. Journal of Retailing and Consumer Services, 44, 54-63. DOI: https://doi.org/10.1016/j.jretconser.2018.05.012

Ikeda, A. A., Campomar, M. C., & Veludo-de-Oliveira, T. M. (2007). Planejamento de marketing: um estudo no contexto brasileiro. Revista Base (Administração e Contabilidade) da Unisinos, 4(2), 113-125.

Jones, R., & Rowley, J. (2011). Entrepreneurial marketing in small businesses: a conceptual exploration. International Small Business Journal, 29(1), 25-36. DOI: https://doi.org/10.1177/0266242610369743

Jones, R., Suoranta, M., & Rowley, J. (2013). Strategic network marketing in technology SMEs. Journal of Marketing Management, 29(5-6), 671-697. DOI: https://doi.org/10.1080/0267257X.2013.797920

Keh, H., Nguyen, T., & Ng, H. (2007). The effects of entrepreneurial orientation and marketing information on the performance of SMEs. Journal of Business Venturing, 22(4), 592-611. DOI: https://doi.org/10.1016/j.jbusvent.2006.05.003

Klemz, B., & Boshoff, C. (2001). Environmental and emotional influences on willingness-to-buy in small and large retailers. European Journal of Marketing, 35(1/2), 70-91. DOI: https://doi.org/10.1108/03090560110363355

Kotler, P., Armstrong, G., Harker, M., & Brennan, R. (1990). Marketing: an introduction. Englewood Cliffs, NJ: Prentice-Hall.

Landry, T., Arnold, T., & Stark, J. (2005). Retailer community embeddedness and consumer patronage. Journal of Retailing and Consumer Services, 12(1), 65-72. DOI: https://doi.org/10.1016/j.jretconser.2004.03.001

Levitt, T. (1975). Marketing myopia. Boston: Harvard Business Review, p. 1-14, 1975.

Litz, R., & Stewart, A. (2000). The late show: The effects of after-hours accessibility on the performance of small retailers. Journal of Small Business Management, 38(1), 1.

Longenecker, J. G., Petty, J. W., Palich, L. E., & Hoy, F. (2018). Administração de Pequenas Empresas – lançando e desenvolvendo iniciativas empreendedoras. São Paulo: Cengage.

Menelec, V., & Jones, B. (2015). Networks and marketing in small professional service businesses. Journal of Research in Marketing and Entrepreneurship, 17(2), 193-211. DOI: https://doi.org/10.1108/JRME-03-2015-0023

Merrilees, B., Rundle-Thiele, S., & Lye, A. (2011). Marketing capabilities: Antecedents and implications for B2B SME performance. Industrial Marketing Management, 40(3), 368-375. DOI: https://doi.org/10.1016/j.indmarman.2010.08.005

Mintzberg, H. (1987). Crafting strategy. Boston: Harvard Business Review.

Moriarty, J., Jones, R., Rowley, J., & Kupiec-Teahan, B. (2008). Marketing in small hotels: a qualitative study. Marketing Intelligence & Planning, 26(3), 293-315. DOI: https://doi.org/10.1108/02634500810871348

Naudé, P., Zaefarian, G., Tavani, Z., Neghabi, S., & Zaefarian, R. (2014). The influence of network effects on SME performance. Industrial Marketing Management, 43(4), 630-641. DOI: https://doi.org/10.1016/j.indmarman.2014.02.004

O'Dwyer, M., Gilmore, A., & Carson, D. (2009). Innovative marketing in SMEs. European Journal of Marketing, 43(1/2), 46-61. DOI: https://doi.org/10.1108/03090560910923238

Palmer, R., & Wilson, H. (2009). An exploratory case study analysis of contemporary marketing practices. Journal of Strategic Marketing, 17(2), 169-187. DOI: https://doi.org/10.1080/09652540902879300

Parsons, E., Maclaran, P., & Chatzidakis, A. (2017). Contemporary issues in marketing and consumer behaviour. Abingdon, UK: Routledge, 2017. DOI: https://doi.org/10.4324/9780203526040

Payne, A., & Frow, P. (2017). Relationship marketing: looking backwards towards the future. Journal of Services Marketing, 31(1), 11-15. DOI: https://doi.org/10.1108/JSM-11-2016-0380

Pérez-Cabañero, C., González-Cruz, T., & Cruz-Ros, S. (2012). Do family SME managers value marketing capabilities' contribution to firm performance? Marketing Intelligence & Planning, 30(2), 116-142. DOI: https://doi.org/10.1108/02634501211211948

Pizzinatto, N., & Silva, D. (2009). Relação entre o planejamento estratégico e o planejamento de marketing. In Acevedo, C. R. (org.). Fundamentos de Marketing. Itu, SP: Ottoni.

Reid, M. (2008). Contemporary marketing in professional services. Journal of Services Marketing, 22(5), 374-384. DOI: https://doi.org/10.1108/08876040810889148

Sarquis, A., & Pizzinatto, N. (2013). Modelo de processo de diagnóstico mercadológico para organizações de serviços de pequeno e médio portes. Revista de Negócios, 18(2), 81-100. DOI: https://doi.org/10.7867/1980-4431.2013v18n2p81-100

Sarquis, A., Hoeckesfeld, L., Cittadin, J., & Lenzi, F. (2019). Práticas Contemporâneas de marketing na perspectiva relacional em empresas de serviços de contabilidade. Revista Contabilidade, Gestão e Governança, 22(1), 59-84. DOI: https://doi.org/10.21714/1984-3925_2019v22n1a4

Sebrae – Serviço de Apoio às Micro e Pequenas Empresas. Qual a receita bruta e o número de empregados para MEI, ME e EPP? Recuperado de http://blog.sebrae-sc.com.br/numero-de-empregados-receita-bruta-para-mei-me-epp/.

Suryawardani, I., & Wiranatha, A. (2017). Digital marketing in promoting events and festivities. A case of Sanur Village Festival. Journal of Business on Hospitality and Tourism, 2(1), 159-167. DOI: https://doi.org/10.22334/jbhost.v2i1.51

Taiminen, H., & Karjaluoto, H. (2015). The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development, 22(4), 633-651. DOI: https://doi.org/10.1108/JSBED-05-2013-0073

Targino, L., Urdan, A., & Agnes C., M. (2013). As práticas de marketing, entre transações e relacionamentos de empresas no Brasil. Brazilian Business Review, 10(2), 124-141. DOI: https://doi.org/10.15728/bbr.2013.10.2.6

Toledo, G., Nakagawa, M., & Yamashita, S. (2008). O composto de marketing no contexto estratégico da Internet. Mackenzie Management Review, 3(1), 34-78. DOI: https://doi.org/10.1590/1678-69712002/administracao.v3n1p34-78

Yin, R. K. (2017). Case study research and applications: Design and methods. Sage publications.

Wales, W. (2016). Entrepreneurial orientation: A review and synthesis of promising research directions. International Small Business Journal, 34(1), 3-15. DOI: https://doi.org/10.1177/0266242615613840