Em busca de uma agenda brasileira de pesquisa em estratégia de marketing

Faria, Alexandre

doi:10.1590/S0034-75902006000400003

Resumos

Há duas questões históricas no Marketing ainda não resolvidas: o seu poder nas estratégias das grandes empresas e a relevância da disciplina. Essas questões ganharam destaque no contexto da globalização, especialmente em países tidos como menos desenvolvidos, devido à ampliação de assimetrias no mercado e na academia. O artigo sugere que o poder reduzido do marketing na grande empresa era questão central em pesquisa no âmbito de estratégia de marketing nos anos 1980 e que o conceito de orientação para o mercado enfraqueceu o interesse por esse âmbito a partir dos anos 1990. O autor argumenta que a superação desse problema requer não somente a aversão à academia dominante, mas também a compreensão de interesses e mecanismos sócio-históricos que moldam a área nos Estados Unidos. Ao final, discute-se por que desenvolver uma agenda brasileira de pesquisa em estratégia de marketing e sugere-se um guia para a constituição dessa agenda.

Estratégia de marketing; orientação para o mercado; história do marketing; sociologia do conhecimento; estudos críticos em gestão

There are two historical issues in marketing that have not been sorted out: the power of marketing in the strategies of big companies, and the relevance of the discipline. These issues became more important in the globalization era because of the enhancement of asymmetries within the market and the academy. The article shows that the low power of marketing within the big company was a central topic for research in the domain of marketing strategy and that the concept of market orientation weakened the interest on this domain as from the early 1990s. The author argues that in order to overcome this problem it is necessary not just going against the dominant academy, but also understanding sociohistorical interests and mechanisms that shape the area in the U.S. In the end the article provides suggestions for the development of a Brazilian research agenda on marketing strategy.

Marketing strategy; market orientation; marketing history; sociology of knowledge; critical management studies

FÓRUM

Em busca de uma agenda brasileira de pesquisa em estratégia de marketing

Alexandre Faria

FGV-EBAPE

RESUMO

Há duas questões históricas no Marketing ainda não resolvidas: o seu poder nas estratégias das grandes empresas e a relevância da disciplina. Essas questões ganharam destaque no contexto da globalização, especialmente em países tidos como menos desenvolvidos, devido à ampliação de assimetrias no mercado e na academia. O artigo sugere que o poder reduzido do marketing na grande empresa era questão central em pesquisa no âmbito de estratégia de marketing nos anos 1980 e que o conceito de orientação para o mercado enfraqueceu o interesse por esse âmbito a partir dos anos 1990. O autor argumenta que a superação desse problema requer não somente a aversão à academia dominante, mas também a compreensão de interesses e mecanismos sócio-históricos que moldam a área nos Estados Unidos. Ao final, discute-se por que desenvolver uma agenda brasileira de pesquisa em estratégia de marketing e sugere-se um guia para a constituição dessa agenda.

Palavras-chave: Estratégia de marketing, orientação para o mercado, história do marketing, sociologia do conhecimento, estudos críticos em gestão.

ABSTRACT

There are two historical issues in marketing that have not been sorted out: the power of marketing in the strategies of big companies, and the relevance of the discipline. These issues became more important in the globalization era because of the enhancement of asymmetries within the market and the academy. The article shows that the low power of marketing within the big company was a central topic for research in the domain of marketing strategy and that the concept of market orientation weakened the interest on this domain as from the early 1990s. The author argues that in order to overcome this problem it is necessary not just going against the dominant academy, but also understanding sociohistorical interests and mechanisms that shape the area in the U.S. In the end the article provides suggestions for the development of a Brazilian research agenda on marketing strategy.

Keywords: Marketing strategy, market orientation, marketing history, sociology of knowledge, critical management studies.

Texto completo disponível apenas em PDF.

Full text available only in PDF format.

AGRADECIMENTOS

O autor agradece aos avaliadores deste artigo pelos comentários, críticas e sugestões feitas. Mais especificamente, agradece a um dos avaliadores pela sugestão de que o título deste trabalho deveria se referir a uma agenda brasileira de pesquisa, em vez da denominação original de "agenda de pesquisa no Brasil". Finalmente, o autor agradece ao CNPq pelo apoio concedido ao projeto que originou este artigo. Todas as suas eventuais falhas são de responsabilidade do autor.

Artigo recebido em 15.04.2005.

Aprovado em 11.07.2006.

Alexandre Faria

Professor Adjunto da FGV-EBAPE. PhD em Administração pela University of Warwick. Interesses de pesquisa nas áreas de estratégia, estratégia de marketing, marketing, estudos críticos em gestão. E-mail: afaria@fgv.br Endereço: Praia de Botafogo, 190, sala 535, Botafogo, Rio de Janeiro RJ, 22250-900.

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DRIVER, J.; FOXALL, G. Marketing strategy in corporate context. Journal of General Management, v. 11, n. 3, p. 5-14, 1986.
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HARRIS, L. Developing market orientation: an exploration of differences in management approaches. Journal of Marketing Management, v. 18, n. 7/8, p. 603-632, 2002.
HENDERSON, S. No such thing as marketing orientation a call for no more papers. Management Decision, v. 36, n. 4, p. 45-59, 1998.
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HOLLANDER, S.; KEEP, W.; DICKINSON, R. Marketing public policy and the evolving role of marketing academics: a historical perspective. Journal of Public Policy & Marketing, v. 18, n. 2, p. 265-269, 1999.
HOOLEY, G.; FAHY, J.; GREENELY, G.; BERACS, J.; FONFARA, K.; SNOJ, B. 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.
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Datas de Publicação

Publicação nesta coleção
03 Fev 2011
Data do Fascículo
Dez 2006

This work is licensed under a Creative Commons Attribution 4.0 International License.

[1] ALVESSON, M.; SKÖLDBERG, K. Reflexive Methodology London: Sage, 2000.

[2] ALVESSON, M.; WILLMOTT, H. Making Sense of Management London: Sage, 1996.

[3] ANDERSON, P. Marketing, scientific progress, and scientific method. Journal of Marketing, v. 47, n. 4, p. 18-31, Fall 1983.

[4] ARNDT, J. On making marketing science more scientific: role of orientations, paradigms, metaphors, and puzzle solving. Journal of Marketing, v. 49, n. 3, p. 11-23, Summer 1985.

[5] BARKSDALE, H.; DARDEN, W. Consumer attitudes towards marketing and consumerism. Journal of Marketing, v. 36, p. 28-35, 1972.

[6] BARTELS, R.; JENKINS, R. Macromarketing. Journal of Marketing, v. 41, n. 4, p. 17-20, 1977.

[7] BLOOM, P.; GREYSER, S. The maturing of consumerism. Harvard Business Review, v. 59, n. 6, p. 130-139, 1981.

[8] BODDEWYN, J. Comparative marketing: the first twenty-five years. Journal of International Business Studies, v. 12, n. 1, p. 61-79, 1981.

[9] BONOMA, T. Case research in marketing: opportunities, problems and a process. Journal of Marketing, v. 22, n. 2, p. 199-208, 1985.

[10] BOUGIE, R.; PIETERS, R.; ZEELENBERG, M. Angry customers don't come back, they get back: the experience and behavioral implications of anger and dissatisfaction in services. Journal of the Academy of Marketing Science, v. 31, n. 4, p. 377-393, 2003.

[11] BOXER, P.; WENSLEY, R. The need for middle-out development of marketing strategy. Journal of Management Studies, v. 23, n. 2, p. 189-204, 1986.

[12] BOYACIGILLER, N.; ADLER, N. The parochial dinosaur: organizational science in a global context. Academy of Management Review, v. 16, n. 2, p. 262-290, 1991.

[13] BROWN, S. Art or Science? Fifty years of marketing debate. Journal of Marketing Management, v. 2, n. 1, p. 243-267, 1996.

[14] BROWNLIE, D.; SAREN, M. Beyond the one-dimensional marketing manager: the discourse of theory, practice and relevance. International Journal of Research in Marketing, v. 14, n. 2, p. 147-161, 1997.

[15] BROWNLIE, D.; SAREN, M. The four P's of the marketing concept: prescriptive, polemical, permanent and problematical. European Journal of Marketing, v. 26, n. 4, p. 34-48, 1992.

[16] BROWNLIE, D.; SAREN, M.; WHITTINGTON, R.; WENSLEY, R. (Eds.). Rethinking Marketing London: Sage, 1999.

[17] BURTON, D. Critical marketing theory: the blueprint? European Journal of Marketing, v. 35, n. 5/6, p. 722-735, 2001.

[18] CALDAS, M.; WOOD JR., T. For the English to see: the importation of managerial technology in late 20th century. Organization, v. 4, n. 4, p. 517-534, 1997.

[19] CERVERA, A.; MOLLÁ, A.; SANCHEZ, M. Antecedents and consequences of market orientation in public organizations. European Journal of Marketing, v. 35, n. 11/12, p. 1259-1286, 2001.

[20] CHANDLER, A. Strategy and Structure Cambridge, MA: MIT Press, 1962.

[21] CHANDLER, A. The Visible Hand Cambridge, MA: Harvard University, 1977.

[22] CHANDY, R. Research as innovation: rewards, perils, and guideposts for research and reviews in marketing. Journal of the Academy of Marketing Science, v. 31, n. 3, p. 351-355, 2003.

[23] CHAUVEL, M. Consumidores insatisfeitos Uma oportunidade para as empresas. Rio de Janeiro: Mauad, 2000.

[24] CHURCHILL JR, G.; PETER, J. Marketing Criando valor para os clientes. São Paulo: Saraiva, 2000.

[25] CRAVENS, D. Implementation strategies in the market-driven strategy era. Journal of the Academy of Marketing Science, v. 26, n. 3, p. 237-241, 1998.

[26] DAY, G. Marketing's contribution to the strategy dialogue. Journal of the Academy of Marketing Science, v. 20, n. 4, p. 323-329, 1992.

[27] DAY, G.; MONTGOMERY, D. Charting new directions for marketing. Journal of Marketing, v. 63, n. 4, p. 3-13, 1999.

[28] DAY, G.; WENSLEY, R. Marketing theory with a strategic orientation. Journal of Marketing, v. 47, n. 4, p. 79-89, 1983.

[29] DESMOND, J. Reclaiming the subject: deco modifying marketing knowledge? Journal of Marketing Management, v. 11, n. 7, p. 721-746, 1995.

[30] DHOLAKIA, N.; NASON, R. Research issues in macro-marketing: a blueprint for progress. European Journal of Marketing, v. 18, n. 1, p. 41-55, 1984.

[31] DIBB, S.; STERN, P. Further thoughts on the marketing trifid: the case of marketing orientation. Journal of Marketing Education, v. 22, n. 3, p. 214-224, 2000.

[32] DICKINSON, R.; HERBST, A.; O'SHAUGHNESSY, J. The marketing concept and customer orientation. European Journal of Marketing, v. 20, n. 10, p. 18-23, 1988.

[33] DOBNI, C.; LUFFMAN, G. Implementing marketing strategy through market orientation. Journal of Marketing Management, v. 16, n. 8, p. 895916, 2000.

[34] DOUGLAS, S.; CRAIG, S. Global marketing myopia. Journal of Marketing Management, v. 2, n. 4, p. 155-169, 1986.

[35] DRIVER, J.; FOXALL, G. Marketing strategy in corporate context. Journal of General Management, v. 11, n. 3, p. 5-14, 1986.

[36] DUNLOP, J. (Ed.). Business and Public Policy Boston, MA: Harvard University, 1980.

[37] EASTERBY-SMITH, M.; THORPE, R.; LOWE, A. Pesquisa gerencial em Administração São Paulo: Pioneira, 1999.

[38] FRANK, T. One Market Under God London: Vintage, 2002.

[39] FULLERTON, R. How modern is modern marketing? Journal of Marketing, v. 52, n. 1, p. 108-25, 1988.

[40] GENTRY, J.; JUN, S.; TANSUHAJ, P. Consumer acculturation processes and cultural Conflict. Journal of Business Research, v. 32, n. 3, p. 129139, 1995.

[41] GILPIN, R. O desafio do capitalismo global Rio de Janeiro: Record, 2004.

[42] GILPIN, R. The Political Economy of International Relations Princeton, NJ: Princeton University Press, 1987.

[43] GRAY, H. Cold war universities: tools of power or oases of freedom? Foreign Affairs, v. 76, n. 2, p. 147-151, 2002.

[44] GREENLEY, G. An understanding of marketing strategy. European Journal of Marketing, v. 18, n. 6/7, p. 90-103, 1989.

[45] GUMMESSON, E. Are current research approaches in marketing leading us astray? Marketing Theory, v. 1, n. 3, p. 27-48, 2001.

[46] HARRIS, L. Developing market orientation: an exploration of differences in management approaches. Journal of Marketing Management, v. 18, n. 7/8, p. 603-632, 2002.

[47] HENDERSON, S. No such thing as marketing orientation a call for no more papers. Management Decision, v. 36, n. 4, p. 45-59, 1998.

[48] HIRST, P.; THOMPSON, G. Globalização em questão Rio de Janeiro: Vozes, 2002.

[49] HOLLANDER, S.; KEEP, W.; DICKINSON, R. Marketing public policy and the evolving role of marketing academics: a historical perspective. Journal of Public Policy & Marketing, v. 18, n. 2, p. 265-269, 1999.

[50] HOOLEY, G.; FAHY, J.; GREENELY, G.; BERACS, J.; FONFARA, K.; SNOJ, B. 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.

[51] HOOLEY, G.; SAUNDERS, J.; PIERCY, N. Estratégia de marketing e posicionamento competitivo São Paulo: Pearson, 2005.

[52] HUGHES, J. The Philosophy of Social Research. Longman: London, 1980.

[53] HUNT, S. On rethinking marketing: our discipline, our practice, our methods. European Journal of Marketing, v. 28, n. 3, p. 13-25, 1994.

[54] HUNT, S.; LAMBE, J. Marketing's contribution to business strategy: market orientation, relationship marketing and resource advantage theory. International Journal of Management Reviews, v. 2, n. 1, p. 17-43, 2000.

[55] JAWORSKI, B.; KOHLI, A. Market orientation: antecedents and consequences. Journal of Marketing, v. 57, n. 3, p. 53-70, 1993.

[56] KERIN, R. In pursuit of an ideal: the editorial and literary history of the Journal of Marketing. Journal of Marketing, v. 60, n. 1, p. 1-13, 1996.

[57] KLEIN, N. No Logo Taking Aim at the Brand Bullies. London: Vintage, 2000.

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