Submitted by Aline Amarante (1146629@mackenzie.br) on 2016-12-19T19:11:57Z No. of bitstreams: 2 license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) EDUARDO GONDIM RIOS.pdf: 961355 bytes, checksum: 27b83216933700fededef43d5566766f (MD5) / Rejected by Paola Damato (repositorio@mackenzie.br), reason: on 2017-03-22T16:17:20Z (GMT) / Submitted by Aline Amarante (1146629@mackenzie.br) on 2017-03-27T18:26:26Z No. of bitstreams: 2 EDUARDO GONDIM RIOS.pdf: 961355 bytes, checksum: 27b83216933700fededef43d5566766f (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Rejected by Paola Damato (repositorio@mackenzie.br), reason: on 2017-03-27T18:46:58Z (GMT) / Submitted by Aline Amarante (1146629@mackenzie.br) on 2017-03-27T23:14:34Z No. of bitstreams: 2 EDUARDO GONDIM RIOS.pdf: 961355 bytes, checksum: 27b83216933700fededef43d5566766f (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Approved for entry into archive by Paola Damato (repositorio@mackenzie.br) on 2017-04-29T16:23:54Z (GMT) No. of bitstreams: 2 EDUARDO GONDIM RIOS.pdf: 961355 bytes, checksum: 27b83216933700fededef43d5566766f (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Made available in DSpace on 2017-04-29T16:23:55Z (GMT). No. of bitstreams: 2 EDUARDO GONDIM RIOS.pdf: 961355 bytes, checksum: 27b83216933700fededef43d5566766f (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Previous issue date: 2016-02-15 / In over a hundred years, Brazilian media companies have built a segment capable of producing economic and financial results by entertainment production and information, associated with the learning obtained in the way of managing resources, monetize investments and produce new marketing models. Along the way, the radio market (part of media market) was pioneered in many practices that allowed the segment companies achieve profitability in their operations. The Internet and its advent, however, present themselves as a technological change agent in the form of consuming the radio. Is In this new possibility of radio consumption that arise webradios: new companies in order to produce and broadcast radio content exclusively for the Web. As entrants in the media market, the managers of webradios formulate their strategies for dealing with challenges such as: advertising market, labor costs, investments, financial soundness and audience. The purpose of this work is, from case studies and interviews with experts, understand the strategies of webradios and propose a management system with critical indicators that support this business. / Em mais de cem anos, as empresas brasileiras de mídia construíram um segmento capaz de produzir resultados econômicos e financeiros por meio da produção de entretenimento e informação, associado aos aprendizados obtidos na forma de administrar recursos, rentabilizar investimentos e produzir novos modelos de comercialização. Nesse percurso, o rádio, meio que está compreendido no segmento de mídia, foi pioneiro em muitas práticas que permitiram às empresas do segmento alcançar rentabilidade nas suas operações até hoje. A internet e seus adventos, no entanto, se apresentam como um agente de mudança tecnológica na forma de consumir o rádio. E é nessa nova possibilidade de consumo do rádio que surgem as web rádios: empreendimentos com o objetivo de produzir e transmitir conteúdos radiofônicos exclusivamente pela web. Como entrantes no mercado de mídia, os gestores das web rádios formulam suas estratégias para lidarem com desafios como: mercado publicitário, custos de mão de obra, Investimentos, solidez financeira e audiência. A proposta desse trabalho é, a partir de estudos de caso e de entrevistas com especialistas, compreender as estratégias das web rádios e propor um sistema de gestão com indicadores críticos que suportem esse negócio.