Gestão estratégica do endomarketing: um estudo de caso de geração de vantagem competitiva em academias esportivas

Abstract

This monographic research investigated for exploratory method, if two fitness facilities located in the Distrito Federal (Brazil) use endomarketing as a strategy to generate competitive advantage in the market. Since ancient times, the society pursues the ideal of perfection of the human body and beauty as well as the well-being and health. The emergence of the first gyms to current models of major franchises dedicated to this segment, the demand for their services also increases. Brazil ranks second in growth of fitness segment in the world. On the other hand, this type of company has people management indicators, marketing and communication inefficient and / or ineffective. As a result of the research, it was found that the fitness facilities studied are unaware of the endomarketing, do not do the practice systematically and not adequately explore its tools. It was verified the endomarketing level where they are, and suggested guidelines for a future and possible endomarketing program. (English) [ABSTRACT FROM AUTHOR]