MARKETING EMPREENDEDOR DE EMPRESAS EM REDES: a influência do empreendedorismo em suas dimensões fundamentais

Resumo (EN)

Networks of aesthetic companies have stood out in recent years, showing significant growth in the Brazilian market. According to data presented by the Brazilian Licensing Association, Brazil is one of the six countries with the highest licensing revenue in the world: licensing has grown in recent years and, in 2022, showed a growth of 5% compared to the previous year. Currently, the Brazilian hygiene and beauty sectors rank fourth in the world in consumption and second in product launches annually, according to data presented by the ABIHPEC Portal (2023) and the SEBRAE Portal (2023). Due to the relevance of the sector, this study seeks to identify how Causal and Effectual entrepreneurial behavior impacts the seven dimensions of Entrepreneurial Marketing – ME – and how ME impacts Causal and Effectual entrepreneurial behavior. In doing so, the present study helps to fill gaps arising from the little association between both literatures, as there are few studies that deal with how causal and effectual entrepreneurship influence the seven dimensions of ME – the same occurring in reverse. The study is based on the theories of Causal and Effectual Entrepreneurship and ME. The research is qualitative-descriptive in nature and data collection was carried out in an aesthetics network, with the network itself and the companies that make it up as the main object of analysis. The parameter for choosing the companies that make up the network is intentional, considering those that had greater availability for data collection. From the research, it was possible to demonstrate the importance of Causal and Effectual Entrepreneurship in ME strategies and vice versa. The analysis carried out in this research was based on theory and theoretical propositions and the evidence collected in the field was contrasted with the literature on Causal and Effectual Entrepreneurship and on ME. With this analysis, important theoretical and empirical contributions were obtained: the theoretical ones are due to the expansion of relationships that encompass the theories of Causal, Effectual and ME Entrepreneurship; the empirical contributions occurred through the investigation of entrepreneurship in the aesthetics sector in networks, which presents itself as a sector on the rise in Brazil.