Orientação para o mercado e prática social: estudo de caso em empresa ex-estatal do setor de telecomunicações

• Ano de defesa: 2007
• Autor(a) principal: Merebet, Daniel de Oliveira Barata
• Orientador(a): Faria, Alexandre de A.
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Link de acesso: http://hdl.handle.net/10438/3851
• topic: Administração de empresas; Planejamento empresarial - Estudo de casos; Telecomunicações - Estudo de casos; Marketing

The concept of market orientation appeared in the beginning of the year 1990 as one of the main marketing developments, getting prominence, at the end of the decade, in the strategy area as well. However due to universalization presuppositions and due to the statistical positivism, this concept seems to be limited for an organization type that still receives from researchers' little attention: nationalized companies. These companies origin is linked to the privatization processes, which happened throughout the years after 1990 in Brazil. Using an interdisciplinary approach, this thesis recognizes the main marketing and strategy debates; however it points for neglectful dimensions in both areas, necessary for a broader OPM concept understanding. With the objective of a broader understanding of the OPM concept, this thesis searches for the alignment of the OPM concept with the strategy as social practice conceptions as a framework for the conduction of a case study on nationalized companies belonging to the telecommunication sectors. The exploratory character of the study reveals important subjects that can help the development of the OPM concept in a broader way for future researches as: the government influence over markets, market culture development in nationalized companies and different market concepts existence.