A atuação das empresas juniores de Secretariado Executivo no mercado de eventos no Brasil

Abstract

Este estudo investigou quais empresas juniores (EJs) dos cursos de Secretariado Executivo do Brasil atuam na prestacao de servicos de eventos, analisando as caracteristicas dos servicos mencionados e verificando sua performance no mercado de eventos brasileiro. A pesquisa mostra-se relevante em razao da crescente participacao do mercado de eventos na economia nacional (s.d.) segundo a ABRAFESTA, que destaca os setores de eventos sociais e corporativos, como responsaveis pela compreensao de grande parte desse mercado, o que representa uma oportunidade para diversas organizacoes do ramo, inclusive as EJs. Por meio de abordagem qualitativa, as empresas juniores que tinham o servico de eventos em seu portfolio foram identificadas, e entrevistas semiestruturadas foram realizadas com tres representantes das seguintes empresas: Conset Consultoria, Excelencia Jr. e SEC Jr. Consultoria. Os resultados demonstraram uma evolucao das EJs frente as mudancas por inovarem o seu portfolio e buscarem mercados externos as universidades, ampliando seu alcance para competir no mercado com as empresas “seniores”, cujo principal foco e a expansao da Empresa Junior. ABSTRACT This paper investigated which junior enterprises of executive secretariat courses in Brazil work with event services, analyzing their characteristics and verifying their performance in the Brazilian event market. The importance of this study is due to the growing participation of the events market in the national economy, highlighting the social and corporate event sectors, which are the types of events that account for the majority in the market; therefore, they represent an opportunity for several organizations in the industry, including junior enterprises. Through a qualitative approach, the junior enterprises that had events as a service in their portfolio were identified and semi-structured interviews were conducted with 3 collaborators from the following companies: Conset Consultoria, Excelencia Jr. and SEC Jr. Consultoria. The results showed that the junior enterprises evolved in relation to changes, for innovating their portfolio and seeking markets outside the universities, expanding their services to compete for market share with the “senior” companies, as those companies’ main focus in the brand expansion.