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Advisor(s)
Abstract(s)
O trabalho que agora se apresenta é realizado no âmbito do mestrado em
marketing, na modalidade de dissertação e procura estudar e demonstrar a
importância dos factores históricos de uma cidade na formação de um cluster
de negócio e do seu impacto a nível regional, nacional, assim como
alémfronteiras. O trabalho serve-se do estudo do caso das Galerias de Paris,
tendo como objetivo descrever e avaliar o seu processo de formação e de
aplicação estratégica, estabelecendo uma relação com um modelo de
desenvolvimento de uma estratégia de marketing sugerido, de gestão e
organização de um cluster em formação, e a aplicação prática da dinâmica dos
processos deste fenómeno.
A metodologia inerente a esta investigação é a do estudo de caso, aplicada
realidade do caso das Galerias de Paris, conhecido cluster de negócio na cidade
do Porto, desenvolvido no sector dos bares e restauração, que caracteriza a
movida da cidade.
O método de pesquisa enunciado foi aplicado ao estudo das Galerias de Paris,
tendo sido realizada a avaliação dos processos dinâmicos desenvolvidos no
decorrer do tempo até à composição do cluster, assim como dos projetos
sociais acrescentados por entidades reguladoras supremas, fazendo-se
referência aos últimos doze anos, período de tempo de origem, crescimento e
evolução do fenómeno. Através do modelo de esquematização própria,
procedeu-se ao enquadramento estratégico das ações dinâmicas económicas
desenvolvidas na análise, tendo sido levantadas questões que permitem a
análise do desempenho estratégico do projeto de clusterização em questão,
seguindo-se uma discussão dos resultados obtidos, assim como algumas
sugestões para o futuro. Estas terão o intuito de apontar aspectos positivos e
negativos da ação deste processo de clusterização de pequenos negócios,
permitindo uma reflexão para a melhoria do seu desempenho e eficácia
estratégica.
The work now presented, is done under the master's degree in marketing, and as a dissertation seeks to study and demonstrate the impact at regional and abroad level as well as clusters of all international business of training and strategic application, establishing a relationship with a suggested model and developing a marketing strategy , management and organization a cluster in formation , and the practical application of dynamic processes of this phenomenon . The inherent methodology for this research is a case study, according to the reality of the case "Galerias de Paris" the cluster of business in Oporto City, developed in bars and restaurants, featuring the "Movida's" city center. The research method statement was applied to the study of the "Galerias de Paris", the evaluation of the dynamic processes developed over time to the composition of the cluster, as well as social projects increased by supreme regulators have been carried out with reference to the last twelve, time of begining, growth and development of the phenomenon . Through its own layout model, we made the strategic framework of economic activities developed in dynamic analysis, having been raised to allow the analysis of the strategic project performance clustering in question, followed by a further discussion of the obtained results, and as some future suggestions. These will have the purpose of showing the positive and negative action of this clustering of small business process aspects, allowing a reflection for improving their performance and strategic effectiveness.
The work now presented, is done under the master's degree in marketing, and as a dissertation seeks to study and demonstrate the impact at regional and abroad level as well as clusters of all international business of training and strategic application, establishing a relationship with a suggested model and developing a marketing strategy , management and organization a cluster in formation , and the practical application of dynamic processes of this phenomenon . The inherent methodology for this research is a case study, according to the reality of the case "Galerias de Paris" the cluster of business in Oporto City, developed in bars and restaurants, featuring the "Movida's" city center. The research method statement was applied to the study of the "Galerias de Paris", the evaluation of the dynamic processes developed over time to the composition of the cluster, as well as social projects increased by supreme regulators have been carried out with reference to the last twelve, time of begining, growth and development of the phenomenon . Through its own layout model, we made the strategic framework of economic activities developed in dynamic analysis, having been raised to allow the analysis of the strategic project performance clustering in question, followed by a further discussion of the obtained results, and as some future suggestions. These will have the purpose of showing the positive and negative action of this clustering of small business process aspects, allowing a reflection for improving their performance and strategic effectiveness.
Description
Keywords
Aglomerados produtivos Case-study research Galerias de Paris Clusters de negócio Productive clusters Business clusters