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Previous issue date: 2017-05-16 / Managers are always looking for innovation for their companies, but are often pressured to behave in a certain way, on account of an existing law, an established standard or seeking acceptance / legitimation. In this paper, we sought to identify and analyze the formation of sales price with the managers and verify the isomorphism evidence in the practices adopted in micro and small businesses in the region of Grande ABC Paulista. Since sales price is a vital decision for businesses regardless of size, area of focus, location or age, as there are several factors that influence this process and some different methods can be used to define it. It is a descriptive and quali-quantitative research, whose data were collected in two stages. In the first stage, in-depth interviews were conducted with nine managers of these businesses. The content analysis to was applied to the interpretation of the findings, seeking subsidies for the sequence of the investigation. It was possible to perceive that there is no pattern in the pricing process among the interviewees. About 50% reported having a logical process, and other 50% more intuitive; all the managers participating in the interviews stated that they were attentive to the market reaction on their price, consider mainly the price of their competitors and its own cost structure, but assign diferente degrees of importance. After conducting the interviews, the 122 questionnaires have applied to managers of micro and small business in Grande ABC Paulista region. It was verified that researched managers are aware of the strategic importance of pricing strategic, and the most most used pricing method among micro and small business in Grande ABC Paulista region is mixed sales price method, and it was possible to verify that there is isomorphism evidence in this process, especially the mimetic mechanism, despite haven???t appear in a strong and explicit way. / Os gestores est??o sempre em busca de inova????o para suas empresas, mas muitas vezes s??o pressionados a se comportar de forma semelhante ??s outras empresas, por conta de uma lei, um padr??o estabelecido ou em busca de aceita????o/legitima????o. Neste trabalho, buscou-se identificar e analisar evid??ncias de isomorfismo nas pr??ticas de forma????o do pre??o de venda junto aos gestores de micro e pequenas empresas da regi??o do Grande ABC Paulista. Visto que pre??o de venda ?? uma decis??o vital para as empresas independente do porte, ??rea de atua????o, localiza????o ou idade, visto que h?? v??rios fatores que influenciam este processo, e m??todos diferentes podem ser usados para defini-lo. ?? uma investiga????o descritiva, qualitativa e quantitativa, cujos dados foram coletados em duas etapas. Na primeira etapa foram realizadas entrevistas em profundidade com nove gestores dessas empresas. Aplicou-se a an??lise de conte??do para interpreta????o dos achados, buscando subs??dios para a sequ??ncia da investiga????o. Constatou-se que n??o h?? um padr??o no processo de forma????o de pre??o de venda entre os entrevistados. Cerca de 50% afirmaram ter um processo l??gico, e os outros 50% mais intuitivo; todos os participantes das entrevistas declararam estar atentos ?? rea????o do mercado ao seu pre??o; consideram, principalmente, o pre??o dos seus concorrentes e a sua pr??pria estrutura de custos, mas atribuem graus de import??ncia diferentes. Ap??s a realiza????o das entrevistas foram aplicados 122 question??rios a gestores de micro e pequenas empresas da regi??o do Grande ABC Paulista. Constatou-se que os gestores pesquisados tem consci??ncia da import??ncia estrat??gica da decis??o de forma????o de pre??o, e que o m??todo de forma????o de pre??o de venda mais usado entre as micro e pequenas empresas da regi??o do Grande ABC Paulista ?? o misto, e foi poss??vel verificar que h?? evid??ncia de isomorfismo nesse processo, com destaque para o mecanismo mim??tico, apesar de n??o aparecer de maneira forte e expl??cita.
| Identifer | oai:union.ndltd.org:IBICT/oai:132.0.0.61:jspui/771 |
| Date | 16 May 2017 |
| Creators | XAVIER, Nat??lia Magdaleno |
| Contributors | PELEIAS, Ivam Ricardo, SOUZA, Marcos Antonio de, PETERS, Marcos Reinaldo Severino |
| Publisher | FECAP, Mestrado em Administra????o, FECAP, Brasil, Funda????o Escola de Com??rcio ??lvares Penteado |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Source | reponame:Biblioteca Digital de Teses e Dissertações do FECAP, instname:Fundação Aramando Álvares Penteado, instacron:FAAP |
| Rights | http://creativecommons.org/licenses/by-nc-nd/4.0/, info:eu-repo/semantics/openAccess |
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