Marketing en emprendimientos sociales: un análisis comparativo entre Brasil y México

un Análisis Comparativo entre Brasil y México

Autores

  • Judith Cavazos Arroyo Universidade Popular do Estado de Puebla, México
  • Nadia Kassouf Pizzinatto UNIMEP- Universidade Metodista de Piracicaba

DOI:

https://doi.org/10.18568/internext.v18i1.695

Palavras-chave:

empreendedorismo social, marketing, estágio de crescimento, países emergentes.

Resumo

Objetivo: Explorar si existe alguna combinación causal de condiciones de marketing que afecten en la etapa de crecimiento de las propuestas de emprendimiento social en dos países emergentes: Brasil y México. Método: Se desarrolló una investigación de tipo exploratorio, aplicando un análisis configuracional cualitativo comparativo con 18 estudios de caso o unidades de estudio, nueve de cada país, para descubrir la combinación de condiciones clave de variables de marketing asociadas en la etapa de crecimiento de los emprendimientos estudiados. Principales Resultados: En México, el crecimiento se presenta con la presencia de un punto de distribución, acercamiento a múltiples mercados objetivo, misión híbrida y estrategia de precios de penetración. En Brasil, en cambio, el crecimiento se explica por los precios de penetración, la variedad de productos y servicios, los múltiples puntos de distribución y los programas de fidelización. Relevancia: Este trabajo es relevante por su contribución a la comprensión del papel de las variables de marketing en la supervivencia y la ampliación a la fase de crecimiento de los emprendimientos sociales sociales. Contribuciones Teóricas/Metodológicas: El artículo contribuye al avance del conocimiento de las capacidades de marketing en emprendimientos sociales en etapa de crecimiento en los países emergentes.

 

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Biografia do Autor

Nadia Kassouf Pizzinatto, UNIMEP- Universidade Metodista de Piracicaba

Profa. do Curso de Doutorado em Administração do Programa de Pós Graduação em Administração da Universidade Metodista de Piracicaba- Unimep

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Publicado

2022-12-19

Como Citar

Cavazos Arroyo, J., & Pizzinatto, N. K. (2022). Marketing en emprendimientos sociales: un análisis comparativo entre Brasil y México: un Análisis Comparativo entre Brasil y México. Internext, 18(1). https://doi.org/10.18568/internext.v18i1.695

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Special Issue: International Business in Latin America & Caribbean

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