Informações dos Investimentos de Marketing: Recurso de Diferenciação ou Segredo?



Artigo principal Conteúdo

Evelini Lauri Morri Garcia
Valter Afonso Vieira
Caroline Pereira Borges

Resumo

Objetivo: tomando por base a voluntary disclosure theory, o objetivo desta pesquisa foi analisar os efeitos da intensidade dos investimentos de marketing e do ciclo de vida das empresas no disclosure dos investimentos de marketing. Método: a amostra possui dados financeiros de 89 companhias brasileiras listadas na Bolsa B3 (Economatica) unificados com dados dos investimentos de marketing das empresas (notas explicativas e relatório da administração). Resultados: tanto a intensidade dos investimentos de marketing como o ciclo de vida das empresas influenciam o disclosure dos investimentos de marketing. As fases de nascimento e crescimento moderam os efeitos da intensidade dos investimentos de marketing, diminuindo o nível de disclosure, especialmente em informações qualitativas. Conclusões: os achados sustentam a voluntary disclosure theory e são baseados em argumentos de julgamento porque mostram que, existindo alta intensidade de investimentos de marketing, o disclosure dos investimentos de marketing é gerenciado passando do status de segredo em empresas que estão nas fases de nascimento e crescimento para o status de recurso de diferenciação em empresas na fase de maturidade.



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Garcia, E. L. M., Vieira, V. A., & Borges, C. P. (2021). Informações dos Investimentos de Marketing: Recurso de Diferenciação ou Segredo?. Revista De Administração Contemporânea, 26(2), e200386. https://doi.org/10.1590/1982-7849rac2022200386.en
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