Marketing empreendedor: proposta analítica de marketing a partir do pensamento de Israel Kirzner

Abstract

This thesis has as its central purpose to contribute to the debate on the interface between marketing and entrepreneurship. They are two independent and well-established disciplines in the Administration area, but they present spaces for dialogue that provide many possibilities for reflection. In our construction, we followed a path to support the following thesis: the marketing activity has an entrepreneurial dimension that, when recognized together with its more conventional dimensions, allows to analyze the marketing process more broadly and completely. This proposition was instigated by the question of how the marketing activity can be analyzed, considering its interdisciplinarity with the entrepreneurship debate, since the marketing area represents our locus of research. To consolidate our vision, we are anchored in the entrepreneurial perspective of Israel Kirzner, a theorist of Austrian economics, whose discussion enables a different approach to this interdisciplinarity, based mainly on the consideration of the element of entrepreneurial alertness in the context of marketing. As well, we are based on the theoretical development established in the entrepreneurial marketing approach to demarcate its understanding and reaffirm the focus of convergence and emphasis on the discussion of entrepreneurial elements inherent to the marketing activity. Based on these central foundations, we offer a procedural view of the marketing activity in the configuration of a conceptual framework and contemplate an initial effort of empirical investigation in a market context (in the pet market segment). We conclude that this lens has theoretical, academic, analytical and empirical support, although new empirical efforts are one of the main guidelines for future research agendas.