Análise da gestão de contas para empresas de publicidade de pequeno porte
DOI:
https://doi.org/10.26668/businessreview/2016.v1i1.2Keywords:
Gestão de contas, visão baseada em recursos, teoria da agência, agências de publicidade.Abstract
Empresas que prestam serviços de publicidade têm como sua matéria prima o intelecto e o tempo de seus funcionários. Por isso, é necessário compreender quais são os atributos que classificam uma conta de cliente como uma conta de grande potencial e assim maximizar o desempenho da empresa. Este estudo tem como objetivo indicar tais atributos que denotam uma conta com grande potencial e prescrever métodos de controle para que a empresa obtenha alto desempenho com suas parcerias. Para isso, é realizado um estudo de caso, com entrevistas de profundidade e analisados os resultados à luz da visão baseada em recursos e teoria da agência.
Downloads
References
Al-Husan, F. B., & Brennan, R. (2009). Strategic account management in an emerging economy. Journal of Business & Industrial Marketing, 24(8), 611–620.
Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120.
Barney J. (1997). Gaining and Sustaining Competitive Advantage. Addison-Wesley: Reading, MA.
Biancolino, C. A., Kniess, C. T., Maccari, E. A., & Rabechini Jr., R. (2012). Protocolo Para Elaboração De Relatos De Produção Técnica. Revista de Gestão E Projetos, 3(2), 294–307.
Jensen, M. C., & Meckling, W. H. (1976). Theory of the Firm : Managerial Behavior , Agency Costs and Ownership Structure. Journal of Financial Economics, 3(4), 305–360.
Lambe, C.J. and Spekman, R.E. (1997), “National account management: large account selling or buyer-supplier alliance?”, Journal of Personal Selling and Sales Management, 17(4) 61-74.
Levinthal, D. (1988). A survey of agency models of organizations. Journal of Economic Behavior & Organization, 9(1)
Martinez, A. (1998). Agency theory na pesquisa contábil. ENCONTRO DA ANPAD–ENANPAD, 1–14.
Peteraf, M. (1993). The cornerstones of competitive advantage: A resource based view. Strategic Management Journal, 14(3), 179–191.
Shapiro, S. P. (2005). Agency Theory. Annual Review of Sociology, 31(1), 263–284.
Storbacka, K. (2012). Strategic account management programs: alignment of design elements and management practices. Journal of Business & Industrial Marketing, 27(4), 259–274.
Wernerfelt, B. (1984). A Resource-based View of the Firm. Strategic Management Journal. 5(2) 171.
Yin, R. K. (2001). Estudo de caso: planejamento e métodos. Porto Alegre: Bookman.
Downloads
Published
How to Cite
Issue
Section
License
Authors who publish in this journal agree to the following terms: the author(s) authorize(s) the publication of the text in the journal;
The author(s) ensure(s) that the contribution is original and unpublished and that it is not in the process of evaluation by another journal;
The journal is not responsible for the views, ideas and concepts presented in articles, and these are the sole responsibility of the author(s);
The publishers reserve the right to make textual adjustments and adapt texts to meet with publication standards.
Authors retain copyright and grant the journal the right to first publication, with the work simultaneously licensed under the Creative Commons Atribuição NãoComercial 4.0 (http://creativecommons.org/licenses/by-nc/4.0/), which allows the work to be shared with recognized authorship and initial publication in this journal.
Authors are allowed to assume additional contracts separately, for non-exclusive distribution of the version of the work published in this journal (e.g. publish in institutional repository or as a book chapter), with recognition of authorship and initial publication in this journal.
Authors are allowed and are encouraged to publish and distribute their work online (e.g. in institutional repositories or on a personal web page) at any point before or during the editorial process, as this can generate positive effects, as well as increase the impact and citations of the published work (see the effect of Free Access) at http://opcit.eprints.org/oacitation-biblio.html