Estado atual do branding nas companhias spin-off e start-up acadêmicas: caso universidades públicas na Colômbia
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Esta pesquisa tem como finalidade descrever o estado atual dos processos de branding que efetuam as empresas tipo spin-off e start-up acadêmicas na Colômbia. Os achados estão baseados no estudo de caso de três empresas tipo spin-off acadêmico e três start-up acadêmico, provenientes de três universidades públicas colombianas. Os dados são recopilados através de entrevistas semiestruturadas aplicadas aos fundadores das companhias, e a sua vez analisados mediante a metodologia de análise de conteúdo qualitativo. Utilizou-se o modelo de análise de branding para PYME descrito por Bresciani & Eppler (2010). Os resultados mostram a importância das atividades de branding para as empresas estudadas. Novos fatores foram detectados como relevantes e particulares para os processos de branding nos spin-off e start up acadêmicos: a ausência de departamentos de marketing, as atividades publicitárias como meio principal para efetuar presença de marca, a figura do empreendedor como “representação viva” da marca, os processos de seleção de pessoal e a importância do respaldo de marca da universidade. Encontrou-se que os fatores que não têm impulsionado ou permitido atividades de branding nas empresas são a falta de recursos financeiros, o desconhecimento do tema e a sub-valoração deste. Finalmente se descreveu o processo cíclico para o branding da categoria de empresas analisadas.
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