Os determinantes da decisão de outsourcing das atividades de marketing

Maria Rodrigues, João Proença, Rita Garcia

Abstract


Objetivos: Este estudo tem como objetivos perceber a tendência atual do fenómeno do outsourcing das atividades de marketing, identificar quais os fatores que influenciam a respetiva tomada de decisão e quais as atividades mais propensas a essa tendência.

Metodologia: O estudo baseia-se nas opiniões de profissionais de marketing sobre os fatores que influenciam a tomada de decisão do outsourcing das atividades de marketing e, na utilização do modelo de apoio à tomada de decisão - Analytic Hierarchy Process de Thomas Saaty, para identificação dos fatores determinantes do processo de outsourcing.

Resultados: Os fatores estratégicos foram os que revelaram ter maior influência no processo de tomada de decisão do outsourcing das atividades de marketing, seguidos dos fatores económicos. Este estudo permitiu, ainda, perceber que as principais atividades de marketing que são contratadas em regime de outsourcing são a publicidade, o webmarketing, as relações públicas e a organização de eventos. Já as atividades de marketing com importância estratégica para o negócio têm tendência para serem mantidas internamente, como é o caso do suporte às vendas e do planeamento estratégico.

Originalidade/valor: Este estudo contribui com conhecimento para a gestão de serviços e para a atividade prática dos gestores. O estudo expande o conhecimento do outsourcing para o caso específico das atividades de marketing. Por um lado, elucida os gestores sobre os determinantes que influenciam a decisão de fazer outsourcing das atividades de marketing e por outro, permite que os prestadores de serviços de marketing se posicionem adequadamente no mercado.

Palavras chave: outsourcing, atividades de marketing, modelo AHP.


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