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Os Quatro P’s de Marketing e seu Alinhamento com as Estratégias Genéricas de Competição

2018; Faculdade Santo Agostinho; Volume: 15; Issue: 3 Linguagem: Inglês

10.12819/2018.15.3.1

2317-2983

Marco Aurélio Carino Bouzada, Affonso Henrique Lima de Mesquita Barros,

Academic Research in Diverse Fields

The objective of this research is to assess the relation between company results and the alignment between marketing tactics decisions taken and the generic business strategy intended.To this end, we used the research laboratory and statistical treatment upon the decisions and results of virtual firms within business games applied in classes of MBA in Marketing.In addition to dealing with its main objective, this study also tested two research hypotheses: (i) along the successive game rounds there is an evolution for this alignment assessed for the participants; (ii) along the rounds there is an evolution for the correlation between the game result and the alignment evaluated for the companies.The tests results showed that a greater alignment is correlated to a better game outcome, confirming the researched and presented theory.However, the first hypothesis was partially refuted, as long as there is a statistically significant improvement from first to second round, but not from second to third one.The second hypothesis was entirely refuted.The conclusions tried to infer the cause of such refutations: the insufficient amount of rounds of this complex game, not allowing its learning curve to actually work.