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Abstract(s)
O objeto deste trabalho são as indústrias criativas na Região Norte de Portugal. As indústrias criativas representam os setores que têm a criatividade como dimensão principal de negócio, vitalizando o conhecimento do indivíduo como principal força de trabalho – mudança da era industrial para a era pós- industrial – por este estar intimamente vocacionado para expressões criativas que, por sua vez, geram valor para as empresas.
Enquanto ferramenta de gestão e comunicação, o marketing procura promover comportamentos favoráveis aos objetivos das empresas. Aplicado às indústrias criativas, tem como principal propósito promover o setor e, consequentemente, as empresas que atuam nesse âmbito, ao estabelecer a comunicação entre os seus agentes e os públicos, assim como contribuir para o crescimento das vendas dos produtos originários dessa indústria.
Na Região Norte de Portugal, foi identificada a necessidade da criação de uma entidade que representasse os agentes do setor e agisse como plataforma intermediária e facilitadora, a nível nacional e internacional. Assim, foi fundada, em 2008, a ADDICT - associação que possibilitou o estágio que deu curso a este relatório.
Este relatório seguiu a metodologia de action research e tem como intento sublinhar o papel fundamental do marketing para a evolução dos negócios no setor das indústrias criativas, e também indicar as linhas de orientação a ter em conta na construção de uma estratégia de marketing para as empresas do setor.
Os principais resultados confirmam que as empresas das indústrias criativas não exploram o marketing da melhor forma, limitando-o à vertente de comunicação, e por isso demostramos, através deste estudo, a melhor aplicação do marketing e quais as reais vantagens sustidas para as empresas e setor das industrias criativas de Região Norte de Portugal.
The object of this work is the creative industry in North of Portugal. The creative industries represent sectors that have creativity as a major dimension of business, vitalizing the individual's knowledge as the main workforce - shift from the industrial to the post- industrial era - for this to be closely geared to creative expressions, which in turn generate value for companies. As a management and communication tool, marketing seeks to promote positive behaviors to corporate goals. Applied to the creative industries, has as main purpose to promote the sector and, consequently, companies that operate in this context, to establish communication between agents and the public, as well as contribute to the growth of sales of products. In North of Portugal, we identified the need to create an entity that represents the agents of the sector and act as an intermediary platform and facilitator at national and international level. Thus was founded in 2008, ADDICT - association which allowed the internship that gave course to this report. This report follows the methodology of action research and its attempt to underline the key role of the marketing for the business development in the creative industries sector, as well to indicate guidelines to consider when building a marketing strategy for companies the sector. The main results confirm that firms in the creative industries do not exploit the best way of marketing, limiting it to the communication aspect, so we demonstrate, through this study, the best implementation of marketing and what the real benefits for businesses in the creative industries sector in North of Portugal.
The object of this work is the creative industry in North of Portugal. The creative industries represent sectors that have creativity as a major dimension of business, vitalizing the individual's knowledge as the main workforce - shift from the industrial to the post- industrial era - for this to be closely geared to creative expressions, which in turn generate value for companies. As a management and communication tool, marketing seeks to promote positive behaviors to corporate goals. Applied to the creative industries, has as main purpose to promote the sector and, consequently, companies that operate in this context, to establish communication between agents and the public, as well as contribute to the growth of sales of products. In North of Portugal, we identified the need to create an entity that represents the agents of the sector and act as an intermediary platform and facilitator at national and international level. Thus was founded in 2008, ADDICT - association which allowed the internship that gave course to this report. This report follows the methodology of action research and its attempt to underline the key role of the marketing for the business development in the creative industries sector, as well to indicate guidelines to consider when building a marketing strategy for companies the sector. The main results confirm that firms in the creative industries do not exploit the best way of marketing, limiting it to the communication aspect, so we demonstrate, through this study, the best implementation of marketing and what the real benefits for businesses in the creative industries sector in North of Portugal.
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Keywords
Indústrias criativas Empresas Criatividade Marketing Região Norte de Portugal ADDICT Creative industries Creativity Companies North Region of Portugal