Marketing Strategies of a shoe's company in Vale dos Sinos /RS

Vítor  Lorenz Martins; Paulo Roberto Martins; Suzana Schuquel Moura; Dusan Schreiber

doi:10.31686/ijier.vol10.iss11.3997

Authors

Vítor Lorenz Martins
Paulo Roberto Martins
Suzana Schuquel Moura Universidade Feevale https://orcid.org/0000-0002-3630-5928
Dusan Schreiber

DOI:

https://doi.org/10.31686/ijier.vol10.iss11.3997

Abstract

This work the theme is on innovation in marketing has as its aim to present and discuss marketing strategies developed by a shoe company in Vale dos Sinos/RS, focusing on innovation with its clients, and, consequently, increasing its sales. The analysis of such strategies suggests that they represent innovation not only for the company itself, but also for its clients that, by utilizing them, reduce its costs, the average time of receiving its products, and increases its profits. This company only utilizes these marketing strategies, so they are seen as innovative. Besides, they may be characterized as radical innovation, as they completely modify the company's relationship with its clients.

Downloads

Download data is not yet available.

References

CARPENTER, Gregory S.; GLAZER, Rashi; NAKAMOTO, Kent. Market- Driving Strategies: Toward a New Concept of Competitive Advantage. In: IACOBUCCI, Dawn (ed.), Kellogg on Marketing. New York: John Wiley & Sons, 2001. p. 103-129.

INSTITUTO BRASILEIRO DE GEOGRAFIA E ESTATÍSTICA (IBGE). Industrial Research: technological innovation 2011 (PINTEC). Rio de Janeiro, 2013.

FREEMAN, C. "Introduction", in Dosi, G., Nelson, R., Silverberg, G. And Soete, L. (eds) Technical Change and Economic Theory, London, Frances Pinter, 1988.

HUTT, Michael D. B2B Marketing Management in industrial and organizational markets. São Paulo: Cengage Learning, 2001.

KOTLER, P. Marketing Management. São Paulo: Prentice Hall, 2000.

LEMOS, Cristina. Innovation in the Age of Knowledge. Strategic Partnerships - number 8 - May/2000.

OECD, Eurostat, Paris. Gerard H.(Gus) Gaynor (2002). Innovation by Design: What It Takes to Keep Your Company on the Cutting Edge. American Management Association, AMACOM.

Oslo Manual, 3rd Edition, (2005). Guidelines for collecting and interpreting innovation data.

SCHUMPETER, Joseph Alois. Theory of Economical Development; an investigation of profits, capital, credit, interest, and economic cycle. São Paulo: Nova Cultural, 1997.

_______________________________. Business cycles, 1939.

VASCONCELLOS, Luis Henrique Rigato; MARX, Roberto. How does Service in Innovation occur? An Exploratory Study of Companies in Brazil. XXXV ANPAD Meeting. Rio de Janeiro, September 4-7, 2011.

YIN, R. Case study: Planning and Methods. Porto Alegre: Ed. Bookman, 2005.

ZENONE, Luiz Claudio. Marketing Relations Principles. 2. Rio de Janeiro Atlas 2017.