Estratégias da empresa e as estruturas de marketing / Companys strategies and marketing structure

AUTOR(ES)
DATA DE PUBLICAÇÃO

2009

RESUMO

The changes in the worldwide markets and economies direct the companies to new forms of actuation, either in their strategies, or in their structures. Particularly, the marketing activities and structures gain attention in this process of adaptation, since they constitute themselves as facilitators of the interaction between the company and its environment. Within this context, the present thesis aimed to analyze the reciprocal impacts between the company´ strategies and the marketing structures. In order to reach objective proposed by the thesis, a theoretical review and an exploratory field work were carried out. The bibliography researched was delimited within a contingential and systemic scope. Upon reviewing the bibliography, the concepts related to the strategies and the strategic levels of the company were discussed: corporate, competitive, functional and marketing strategies. Also, subjects related to organizational and marketing structures were researched. In addition to undertaking this conceptual search, the present thesis discussed the results found in previous studies on the relationship between strategies and structures, as well as between strategies and marketing structures. At last, the study contributed with the idea of hierarchizing the multiple levels and its interpretation in the marketing structures. The field work was carried out through exploratory and qualitative research and used the embedded, instrumental and theoretical replication methods of case study. The investigation of the field work took place in the units of analysis of the companies Conexel and Schneider Electric Brazil, both belonging to the electrical material installation segment. The analyses of this field study were carried out in two phases: the first one, with the individual description and analysis of each selected case; the second one, with the consolidation and joint discussion of the analyses obtained individually. The theoretical replication of the cases reflected the concepts considered and supported in the theoretical review of the thesis and reinforced the ideas presented in the conclusion of this work. The results of this thesis indicate that the marketing structures are subordinated to the company´ strategies. The marketing function is not isolated in the organization and the decisions of the marketing areas interact with all the other functional areas, irrespective of the departments involved. In the thesis, it was verified, in a theoretical way, that the marketing structures are altered as the marketing stops being only a functional area. The marketing structures tend to migrate to more innovative forms when they start to be understood as part of the decisions of the company´ strategies. While the strategies are formulated under more and more competitive environmental conditions, the marketing structures migrate to higher hierarchical levels within a system of multiple levels. The questions arising from the insights generated by this study may contribute to the generation of specific parameters on the subject, such as the formulation of metrics, categories and hypotheses that are necessary to conducting new conclusive studies that generalize the ideas exploited within this thesis.

ASSUNTO(S)

marketing organizational strategies marketing estratégia organizacional estrutura organizacional organizational structure

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