FUSÃO E AQUISIÇÃO UMA ANÁLISE ATRAVÉS DO TESTE DE MÉDIA NO SETOR DE AGÊNCIAS DE PUBLICIDADE

• Ano de defesa: 2011
• Autor(a) principal: Mota, Isabel Cristina
• Orientador(a): Tambosi Filho, Elmo
• Banca de defesa: Vieira, Almir Martins, Galhardo, Soledade
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Metodista de São Paulo
• Programa de Pós-Graduação: PÓS GRADUAÇÃO EM ADMINISTRAÇÃO
• Departamento: Gestão de organizações
• País: BR
• Palavras-chave em Português: fusão; aquisição; agências de publicidade; teste das médias
• Palavras-chave em Inglês: merger; acquisition; advertising agencies; average tests
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://tede.metodista.br/jspui/handle/tede/179

The transition from the 20th to the 21st century brought several changes, especially to the organizations, which went through evolutions of great technological impact in their administrative and economical structures. The advertising agencies, although having their focus on the creative aspect, are organizations as well, and like the others, also went through these changes, which seem to be endless. The importance of the strategic and financial planning and the integrated customer service have supplied the agencies with new working perspectives, among them the mergers and acquisitions. International agencies have opted to take part in the Brazilian advertising market through mergers and acquisitions; these occurred with great agencies in the international market and also with lesser-known ones, which demonstrated a good work in the sector. Through this research, it was carried out an analysis regarding the market of mergers and acquisitions of the advertising agencies, especially under the financial perspective. It was applied the test T through the data base entered in the software SPSS. It was concluded that the advertising agencies in Brazil from 1999 to 2009 didn t present any differences in the average of their incomes, regardless they had gone through the process of merger/acquisition or not. This little-representative growth shows that the mergers/acquisitions tend to occur for several reasons and are not restricted exclusively to the financial aspect. The perspective of a good customer service, aiming the strategic planning in the advertisement field, tends to be one of them.