Disciplinas e Ementas

Disciplinas Obrigatórias da Linha de Pesquisa Estratégia e Operações

ESTUDOS AVANÇADOS EM ESTRATÉGIA E MERCADO
Número de Créditos: 3 créditos
Ementa: A orientação para mercado: definição, elementos e sua relação com outras teorias. Estratégias de marketing (estratégias de produto e de serviços, estratégias de preço, estratégias de distribuição e estratégias de comunicação), seus desdobramentos e implicações. Estruturas, características e tendências de mercado. A relação entre as estratégias de marketing, o posicionamento mercadológico e a performance empresarial.

Bibliografia:

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  • BURKE, S. J. Competitive positioning strength: market measurement. Journal of Strategic Marketing, v. 19, n. 5, p. 421-428, 2011.
  • CZINKOTA, Michael R.; RONKKAINEN, I. Global business: positioning ventures ahead. London: Routledge, 2013
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  • GREENLEY, G.; HOOLEY, G.; SAUNDERS, J. Management processes in marketing planning. European Journal of Marketing, v. 38, n. 8, p. 933-955, 2004.
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  • HINTERHUBER, A.; LIOZU, S. Innovation in pricing: contemporary theories and best practices. London: Routledge, 2013.
  • HOOLEY, G.; BRODERICK, A.; MÖLLER, K. Competitive positioning and the resource-based view of the firm. Journal of Strategic Marketing, v. 6, n. 2, p. 97-116, 1998.
  • HOOLEY, G. J.; PIERCY, N. F.; NICOLAUD, B. Estratégia de marketing e posicionamento competitivo. 4. ed. São Paulo: Pearson, 2011.
  • HOOLEY, G. et al. Market orientation in the service sector of the transition economies of central Europe. European Journal of Marketing, v. 37, n. 1/2, p. 86-106, 2003.
  • HUNT, S. D. Marketing theory: foundations, controversy, strategy, resource-advantage theory. London: New York: M. E. Sharpe, 2010.
  • INGENHOFF, D.; FUHRER, T. Positioning and differentiation by using brand personality attrinutes: do mission and vision statements contribute to building a unique corporate identity? Corporate Communications: An International Journal, v. 15, n. 1, p. 83-101, 2010.
  • KARNIEL, A.; REICH, Y. Managing the dynamics of new product development processes: a new product lifecycle management paradigm. New York: Springer, 2011.
  • KOHLI, A. K.; JAWORSKI, B. J. Market orientation: the construct, research propositions, and managerial implications. Journal of Marketing, v. 54, n. 2, p. 1-18, 1990.
  • NARVER, J. C.; SLATER, S. F.The effect of market orientation on business profitability. Journal of Marketing, v. 54, n. 4, p. 20-35, 1990.
  • SHETH, J.; SISODIA, R. The 4 As of marketing. London: Routledge, 2011.