Interface entre marketing e finanças no Brasil: estudo de caso em empresa da cadeia de suprimentos automotiva

• Ano de defesa: 2019
• Autor(a) principal: Santos Junior, Elisio Carolino Sousa
• Orientador(a): Las Casas, Alexandre Luzzi
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica de São Paulo
• Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em Administração
• Departamento: Faculdade de Economia, Administração, Contábeis e Atuariais
• País: Brasil
• Palavras-chave em Português: Marketing; Administração financeira; Finanças
• Palavras-chave em Inglês: Marketing; Business management; Finance
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: https://tede2.pucsp.br/handle/handle/22850

The primary goal of an organization, in general terms, is to determine favorable market circumstances and use its resources to create value for both clients and shareholders. Marketing can determine these favorable circumstances and financial management can ensure the effective use of organizational resources. Therefore, the interface between strategic marketing choices and their influence on financial strategies justifies of the study of this relationship. Hyman and Mathur (2005) argue that the interface between marketing and finance becomes increasingly critical as companies continually turn their efforts towards growing their economic value. Thus, it is salutary to encourage marketing and finance scholars to integrate their studies in an interdisciplinary way. The general objective of this thesis was to identify the fundamentals, characteristics, practices and organizational results resulting from the execution of the interface between the marketing and finance areas in an automotive supply chain company in Brazil. The type of research adopted in this study was exploratory and descriptive and the investigation strategy was the single case study. In this regard, this research analyzed the main business processes in which the interface between these two areas occurs and established correlations between the assumptions of the marketing-finance interface presented in the international academic literature with practices presented in the Brazilian business environment. Thereafter, it can be inferred that companies that have a robust interface between marketing and finance tend to perform better. This study contributes to the knowledge of the area by concluding that the academic theory researched is in line with the practice of business in Brazil and supports the understanding about how the marketingfinance interface can boost or deteriorate the financial performance of organizations