The Electronic Publishing Market Construction in Brazil by means of Marketing Practice

Authors

  • Juliana Medeiros Universidade Federal do Paraná
  • Francisco Giovanni David Vieira Universidade Estadual de Maringá
  • Vitor Koki da Costa Nogami Universidade de São Paulo

Keywords:

construção de mercados, práticas de mercado, práticas de marketing, mercado editorial eletrônico, e-books

Abstract

This article presents a study on the construction of the electronic publishing market inBrazil. It develops an analysis that considers all agents involved, directly and indirectly, as well as the practices (exchange, normative and representational) used for such agents to shape the market for the introduction of e-books in the Brazilian market. The theoretical basis for the article is grounded in the literature of market-making, which involves the assumptions that the specialized knowledge in marketing is performative and shapes markets; the market making involves framing and overflowing; markets are hybrids and collective; and markets are the result of practices. The methodological procedures used were related to qualitative research, in a descriptive way, by means of content analysis of secondary data collected in reports and documents of entities and associations of the Brazilian publishing market, as well as primary data that were collected in fieldwork by conducting observations in events intended for the publishing market, and semi-structured interview with representative of the associations linked to the publishing industry. The results indicate repositioning in the market through marketing strategies related to local culture (exchange practices); spectacle of reality through images and statistics that represent how is, and should be, the electronic publishing market (representational practices), and actions to the government in order to ensure the interests of market agents and also attempt to provide the ability for agents who can represent the market before the government sphere (normative practices). Practical, sectoral and public policy implications arising from the study are, respectively, the need for creating new shopping experiences by marketing managers whose organizations operate in the publishing market; the need for organization of market agents by means of associations and entities for the dissemination of the new business model; and the need for regulations and norms for the consolidation of the new market.

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Author Biographies

Juliana Medeiros, Universidade Federal do Paraná

Doutorado em andamento pela Universidade Federal do Paraná (PPGADM - UFPR), Mestrado pela Universidade Estadual de Maringá (PPA-UEM), Pós-Graduação em Gestão Empresarial (MBA executivo 2010 - 2011) pela Universidade Estadual de Maringá (UEM) e Graduação em Administração pela Universidade Estadual de Maringá (UEM). Trabalhou na Adecon Empresa Júnior de Consultoria da Universidade Estadual de Maringá (2008, 2009 e 2010) nos seguintes cargos: Consultora (2008), Diretora de Marketing (2009) e Conselheira (2010). É pesquisadora do Grupo Interdisciplinar de Pesquisas e Estudos em Marketing (GIPEM). Atua nas áreas de Estratégia de Marketing, Comportamento do Consumidor, Pesquisa de Marketing, Cultura e Consumo, Inovação, Empreendedorismo e Market-Making

Francisco Giovanni David Vieira, Universidade Estadual de Maringá

possui graduação em Administração de Empresas pela Universidade Federal da Paraíba (1985), mestrado em Administração Rural pela Universidade Federal de Lavras (1991), doutorado em Ciências Sociais pela Pontifícia Universidade Católica de São Paulo (2002), tendo realizado estágio de pós-doutorado em Administração de Empresas na Escola de Administração de Empresas de São Paulo, Fundação Getúlio Vargas, São Paulo (2007). É professor do Departamento de Administração e do Programa de Pós-Graduação em Administração da Universidade Estadual de Maringá, editor associado para a área de Estudos de Marketing do Cadernos EBAPE.BR (FGV-Rio), membro do Corpo Editorial Científico (área de Marketing) da RAE - Revista de Administração de Empresas (FGV-SP), consultor ad hoc da CAPES - Coordenação de Aperfeiçoamento de Pessoal de Nível Superior, membro da Academy of Marketing (UK), membro colaborador do Grupo de Estudos em Estratégia e Marketing (FGV-Rio/CNPq) e coordenador do GIPEM (Grupo Interdisciplinar de Pesquisas e Estudos em Marketing - UEM/CNPq). Foi professor visitante do Programa de Pós-Graduação em Administração da Universidade Federal de Lavras (2008) e membro do Comitê Científico da Divisão de Marketing da ANPAD (2009-2010). Atua na área de Administração, com ênfase em Marketing, e tem interesse nos seguintes assuntos: práticas de marketing, gestão de mercado, cultura e consumo, comportamento do consumidor, marketing social corporativo e produção acadêmica em marketing no Brasil.

 

Vitor Koki da Costa Nogami, Universidade de São Paulo

Doutorado em andamento pela Universidade de São Paulo (FEA-USP), Mestrado pela Universidade Estadual de Maringá (PPA-UEM), Pós-Graduação em Administração de Marketing e Propaganda pela Universidade Estadual de Londrina (UEL) e Graduação em Administração pela Universidade Estadual de Maringá (UEM). É pesquisador do Grupo Interdisciplinar de Pesquisas e Estudos em Marketing (GIPEM). Atua nas áreas de Marketing, Cultura e Consumo, Inovação, Empreendedorismo, Comportamento do Consumidor e Baixa Renda.

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Published

2013-11-11

Issue

Vol. 15 No. 1 (2014)

Section

Resources and Entrepreneurial Development

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