Marketing e vendas em startups: estudo multicasos no estado de Minas Gerais

Abstract

The main objective of this work was to study strategies, practices and tools for marketing and sales in startups companies. This was based on a bibliometric and systematic literature review on marketing and sales in startups, followed by a proposal of a field research framework. This framework was then used in a multiple case study in four information technology startups companies located in the state of Minas Gerais. From the methodological point of view, the work is classified as applied, exploratory and qualitative, based on bibliographical research, design science (creation of the artifact - framework) and multiple case study carried out with the support of a semi-structured guide and field interviews. The main results were: i) regarding bibliometric and systematic review: most of the studies focus on entrepreneurship, competitiveness and innovation; it was found that marketing and sales articles involved segmentation, partnerships with key customers (specially government) and business-to-business (B2B) approach; ii) about the conceptual model: the framework was effectively developed having as main strategies and practices indicated to support transactional marketing research (classical concepts of marketing, positioning, marketing communication, delivery and after-sales), marketing Contemporary (database, e-marketing, interaction and networking) and the sales process (execution, channels and types); iii) about the multiple case study: not much progress was made regarding the bibliometric and integrative revision; the priority of startups remains technology and its development; little was found about strategy and marketing and sales practices; the main approaches were: positioning, marketing communication practices, e-marketing (mainly e-mail), dissemination and advertising through releases, network marketing (use partnerships for dissemination) and complex sales, that is, business-to-business.