Uma nova abordagem para o marketing industrial das PMEs: resultados de uma pesquisa-ação
A new approach to the industrial marketing: an action research study
Pereira, Giancarlo Medeiros; Borchardt, Miriam; Geiger, Albert
http://dx.doi.org/10.1590/S0103-65132008000200010
Prod, vol.18, n2, p.331-341, 2008
Resumo
Este trabalho apresenta o processo de estruturação da "Feira Reversa", a qual se revelou uma excelente alternativa na criação de espaços de prospecção para as PMEs (empresas de pequeno e médio porte) junto aos fornecedores de primeiro e segundo nível da indústria automotiva, assim como de outros setores empresariais. Ademais, o referido evento igualmente se apresenta como uma ótima opção passível de ser aplicada pelas grandes organizações para a identificação de novos fornecedores de pequeno e médio porte.
Palavras-chave
Marketing industrial, gestão de mercados, pesquisa-ação
Abstract
This paper presents the process that generated the "Reverse Trade", a new approach to increase the efficiency of the SMEs´s (Small and Medium Sized Enterprises) prospecting efforts in the automotive supply chain. On the big companies view, the fair is a good option to increase the agility of their purchasing departments, especially among SMEs.
Keywords
Industrial marketing, B2B, action-research
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