Aplicação do modelo de mensuração do impacto de indicadores de desenvolvimento de mercado em Startups da Universidade Federal de Santa Maria

Abstract

One of the main debates in the contemporary corporate world revolves around the importance of innovation for business competitiveness. Innovation as a competitive agent is characterized as an intangible aspect within organizations. The intangible aspects of an organization directly interfere with both its internal development and market competitiveness. In turn, changes in market behavior are recurrent, so that organizations need to be able to take actions quickly in the face of such veracity, combining this with the need to pay attention to the moment experienced by organizations, as the business cycle also interferes with actions and results. In this sense, the search for the development of innovation in processes plays an important role in a company's market development activities. Therefore, the primary role that startups have in adding value and social development from the transformation of knowledge into activities and products resulting from scientific research is undeniable. Focusing on startups, the objective of this research is to apply the Impact Measurement Model of Market Development Indicators proposed by Gerhardt et al. (2022) in startups from the Federal University of Santa Maria. As for the methodology, the research is of an applied nature, classified as exploratory and descriptive, makes use of the inductive method and has quantitative and qualitative approaches. As for the technical procedures, it is said to be bibliographic, multi-case study and modeling. As a result of the research, the model that addresses three stages of market development: analysis, action and results, pointed out, through modeling, that the indicators Consumers, Innovation, New Products, Customer Retention and Return on Investment as the ones that most impact the managerial performance of startups. It was also noticed that market development indicators are present in all phases of the business life cycle. The research has attributes that contribute to the literature on the subject and also provide information to help managers create strategies in managerial performance, specifically with regard to market development indicators and the moment experienced in the business, pertinent points for the permanence and survival of startups.