Jogada de craque? fatores críticos que levam empresas públicas a patrocinarem o esporte

Detalhes bibliográficos
Ano de defesa: 2012
Autor(a) principal: Cunha, Vinicius de Faria
Orientador(a): Zanini, Marco Túlio Fundão
Banca de defesa: Não Informado pela instituição
Tipo de documento: Dissertação
Tipo de acesso: Acesso aberto
Idioma: por
Instituição de defesa: Não Informado pela instituição
Programa de Pós-Graduação: Não Informado pela instituição
Departamento: Não Informado pela instituição
País: Não Informado pela instituição
Palavras-chave em Português:
Patrocinio esportivo
Marketing esportivo
Empresas públicas
Sports marketing
Sports sponsorship
State-owned companies
Link de acesso: http://hdl.handle.net/10438/9914
Resumo: This dissertation aims to discuss sports marketing issues, emphasizing the role of Brazilian State-owned companies as sports supporters. There is still a lack of acknowledgment regarding their sponsorship policies and interests in doing so, and that is the gap this paper intends to fill. What critical aspects might be involved in the decision of State-owned companies to establish sports sponsorship? The author will carry out bibliographical research to gather some data on the returns from sports marketing. In addition to this, the BNDES and Eletrobras – two of the largest Brazilian publicly-owned companies – will be scrutinized to better understand patterns, concerns and goals related to their involvement with sport. The outcome, once generalized, will shed light on corporate sports marketing strategies, and, thus, the dissertation will accomplish its goals.
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spelling Cunha, Vinicius de FariaEscolas::EBAPEIrigaray, Hélio ArthurRego, Marcos LopezZanini, Marco Túlio Fundão2012-07-31T14:20:07Z2012-07-31T14:20:07Z2012-06-11CUNHA, Vinicius de Faria. Jogada de craque? fatores críticos que levam empresas públicas a patrocinarem o esporte. Dissertação (Mestrado em Gestão Empresarial) - FGV - Fundação Getúlio Vargas, Rio de Janeiro, 2012.http://hdl.handle.net/10438/9914This dissertation aims to discuss sports marketing issues, emphasizing the role of Brazilian State-owned companies as sports supporters. There is still a lack of acknowledgment regarding their sponsorship policies and interests in doing so, and that is the gap this paper intends to fill. What critical aspects might be involved in the decision of State-owned companies to establish sports sponsorship? The author will carry out bibliographical research to gather some data on the returns from sports marketing. In addition to this, the BNDES and Eletrobras – two of the largest Brazilian publicly-owned companies – will be scrutinized to better understand patterns, concerns and goals related to their involvement with sport. The outcome, once generalized, will shed light on corporate sports marketing strategies, and, thus, the dissertation will accomplish its goals.A dissertação aborda aspectos concernentes ao marketing esportivo no Brasil, com ênfase no patrocínio a modalidades exercido pelas empresas públicas. Na arena em que atuam com papel de destaque, muito pouco ainda é sabido sobre os interesses no apoio por parte destas corporações. Quais seriam, então, os fatores críticos que levam empresas públicas a patrocinarem o esporte? Através de pesquisa bibliográfica, evidencia-se o vasto potencial que o marketing esportivo detém em termos de comunicação e de mercadologia. E através de estudo de caso envolvendo motivações no BNDES e na Eletrobras, pretende-se generalizar os objetivos das empresas públicas com o uso do patrocínio esportivo.porPatrocinio esportivoMarketing esportivoEmpresas públicasSports marketingSports sponsorshipState-owned companiesAdministração de empresasPatrocínio esportivoMarketing esportivoEmpresas públicasJogada de craque? fatores críticos que levam empresas públicas a patrocinarem o esporteinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisreponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas (FGV)instacron:FGVinfo:eu-repo/semantics/openAccessORIGINALDissertação_Vinicius_Cunha.pdfDissertação_Vinicius_Cunha.pdfDissertação Finalapplication/pdf923012https://repositorio.fgv.br/bitstreams/c630b7c2-6ed6-49dd-b501-b3d944871aba/download1ff0887da097b2c17db75a8cbbc01b28MD51LICENSElicense.txtlicense.txttext/plain; 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dc.title.por.fl_str_mv Jogada de craque? fatores críticos que levam empresas públicas a patrocinarem o esporte
title Jogada de craque? fatores críticos que levam empresas públicas a patrocinarem o esporte
spellingShingle Jogada de craque? fatores críticos que levam empresas públicas a patrocinarem o esporte
Cunha, Vinicius de Faria
Patrocinio esportivo
Marketing esportivo
Empresas públicas
Sports marketing
Sports sponsorship
State-owned companies
Administração de empresas
Patrocínio esportivo
Marketing esportivo
Empresas públicas
title_short Jogada de craque? fatores críticos que levam empresas públicas a patrocinarem o esporte
title_full Jogada de craque? fatores críticos que levam empresas públicas a patrocinarem o esporte
title_fullStr Jogada de craque? fatores críticos que levam empresas públicas a patrocinarem o esporte
title_full_unstemmed Jogada de craque? fatores críticos que levam empresas públicas a patrocinarem o esporte
title_sort Jogada de craque? fatores críticos que levam empresas públicas a patrocinarem o esporte
author Cunha, Vinicius de Faria
author_facet Cunha, Vinicius de Faria
author_role author
dc.contributor.unidadefgv.por.fl_str_mv Escolas::EBAPE
dc.contributor.member.none.fl_str_mv Irigaray, Hélio Arthur
Rego, Marcos Lopez
dc.contributor.author.fl_str_mv Cunha, Vinicius de Faria
dc.contributor.advisor1.fl_str_mv Zanini, Marco Túlio Fundão
contributor_str_mv Zanini, Marco Túlio Fundão
dc.subject.por.fl_str_mv Patrocinio esportivo
Marketing esportivo
Empresas públicas
Sports marketing
Sports sponsorship
State-owned companies
topic Patrocinio esportivo
Marketing esportivo
Empresas públicas
Sports marketing
Sports sponsorship
State-owned companies
Administração de empresas
Patrocínio esportivo
Marketing esportivo
Empresas públicas
dc.subject.area.por.fl_str_mv Administração de empresas
dc.subject.bibliodata.por.fl_str_mv Patrocínio esportivo
Marketing esportivo
Empresas públicas
description This dissertation aims to discuss sports marketing issues, emphasizing the role of Brazilian State-owned companies as sports supporters. There is still a lack of acknowledgment regarding their sponsorship policies and interests in doing so, and that is the gap this paper intends to fill. What critical aspects might be involved in the decision of State-owned companies to establish sports sponsorship? The author will carry out bibliographical research to gather some data on the returns from sports marketing. In addition to this, the BNDES and Eletrobras – two of the largest Brazilian publicly-owned companies – will be scrutinized to better understand patterns, concerns and goals related to their involvement with sport. The outcome, once generalized, will shed light on corporate sports marketing strategies, and, thus, the dissertation will accomplish its goals.
publishDate 2012
dc.date.accessioned.fl_str_mv 2012-07-31T14:20:07Z
dc.date.available.fl_str_mv 2012-07-31T14:20:07Z
dc.date.issued.fl_str_mv 2012-06-11
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.citation.fl_str_mv CUNHA, Vinicius de Faria. Jogada de craque? fatores críticos que levam empresas públicas a patrocinarem o esporte. Dissertação (Mestrado em Gestão Empresarial) - FGV - Fundação Getúlio Vargas, Rio de Janeiro, 2012.
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10438/9914
identifier_str_mv CUNHA, Vinicius de Faria. Jogada de craque? fatores críticos que levam empresas públicas a patrocinarem o esporte. Dissertação (Mestrado em Gestão Empresarial) - FGV - Fundação Getúlio Vargas, Rio de Janeiro, 2012.
url http://hdl.handle.net/10438/9914
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