DESENVOLVIMENTO DE CAPACIDADES INTERNACIONAIS DE MARKETING EM ACELERADORAS DE NEGÓCIOS
DOI:
https://doi.org/10.18568/ijbmkt.8.1.224Keywords:
Negócios Internacionais; Capacidades Internacionais de Marketing; Capacidades Dinâmicas.Abstract
Objetivo proposto para essa pesquisa foi identificar o papel das aceleradoras de negócios no desenvolvimento de capacidades internacionais de marketing para as startups de base tecnológica. O percurso metodológico consistiu em um estudo de caso múltiplo, com abordagem qualitativa e método de análise de conteúdo sistematizado com uso do software MaxQda. Foram aplicadas entrevistas semiestruturadas com funcionários e gestores de 5 aceleradoras de negócios. Foram identificadas três novas capacidades: digital, tecnológica e networking, que devem ser adicionadas ao conhecimento das empresas em estágio inicial para a exploração de mercados internacionais. As aceleradoras de negócios são fundamentais para o desenvolvimento de capacidades internacionais de marketing para startups. Na perspectiva das capacidades dinâmicas, as aceleradoras nutrem as startups com capacidades tecnológicas, digitais e de networking que impulsionam as capacidades internacionais de marketing.
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