Produção científica em marketing nos EnANPADs: Levantamento bibliográfico do biênio 2014-15

Abstract

The authors in the meetings of the National Association of Postgraduate and Research in Administration (EnANPADs), promoted by the National Association of Postgraduate and Research in Administration (ANPAD), not only seek new scientific discoveries but are interessed in spreading them as well. This makes these researches a very rich field for a critical analysis of the reach, the benefits and the gaps of the analytical options of Brazilian academics in this field. Based on a benchmark, the present article describes and analyzes seven aspects - subject of the article, number and affiliation of the authors, data source, analysis objective and citations – from a sample of 158 articles of the Marketing Division of the 2014-15 EnANPADs. Among the findings, there is a strong emphasis on consumer behavior research, and the concentration of studies in three schools located in the state of Sao Paulo: Uninove, FGV-EAESP and USP. Criticisms are woven about the lack of interest in exploring themes in very contemporary and relevant areas of development - such as Innovation, Technology and Interactivity - and the low level of interinstitutionality found among the authors of the sample.