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Comportamento Organizacional e Gestão

Print version ISSN 0872-9662

Comport. Organ. Gest. vol.12 no.1 Lisboa  2006


Marketing de ideias e construção de redes: As duas vias de atracção de recursos para novos empreendimentos


Miguel Pereira Lopes1 *

Miguel Pina e Cunha2

Filipa Reis3


1Instituto Superior de Psicologia Aplicada, Lisboa

2Universidade Nova de Lisboa, Faculdade de Economia

3Universidade Independente, Lisboa



Resumo. Este artigo apresenta uma abordagem para explicar o modo como os empreendedores atraem os recursos que são críticos para a criação e desenvolvimento de um novo empreendimento. Nessa abordagem, o empreendedor é concebido como um magnetizador que estabelece relações com os detentores de recursos relevantes através de duas vias possíveis: uma via directa, referente ao modo como o empreendedor procura envolver outros para o empreendimento e tenta persuadi-los a apoiar os seus esforços empreendedores; e uma via indirecta, que diz respeito aos efeitos de atracção que derivam da sua posição nas redes sociais e da legitimidade do empreendimento. A abordagem que propomos constitui um avanço nas teorias sobre empreendedorismo, na medida em que adopta uma posição de nível meso, não privilegiando nem os traços individuais de personalidade nem os cons-trangimentos socio-económico-culturais. No final, são ainda discutidas as contribuições práticas da abordagem apresentada.

Palavras-chave: Empreendedorismo, atracção de recursos, marketing de ideias, redes sociais, relações magnéticas.


Abstract. This article presents a framework to explain how entrepreneurs attract critical resources to venture creation and development. We conceive the entrepreneur as a magnetizer establishing relationships with relevant resource-holders through two possible routes: a direct route refering to how the entrepreneur seeks to engage others in the venture and to persuade them to support his/her entrepreneurial efforts; and an indirect route concerning the magnetic effects of his/her social network positions and venture legitimacy. The framework ads to entrepreneurship theory by adopting a meso-level stance which privileges neither the individual personality traits, nor the macro socio-economic-cultural constraints. Practical contributions are discussed in the end of the article.

Key words: Entrepreneurship, resource attraction, idea selling, social networks, magnetic relationships.



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* Endereço: Instituto Superior de Psicologia Aplicada, Rua Jardim do Tabaco, 4, 1149-041 Lisboa, Portugal.


Este artigo foi realizado com o suporte duma bolsa atribuída ao primeiro autor pela Fundação para a Ciência e a Tecnologia, Ministério da Ciência e do Ensino Superior, SFRH/BD/18113/2004.