Digital entrepreneurs: millennium generation against new business modeling

Authors

  • Simone Carvalho da Rosa Universidade Feevale
  • Sandra Portella Montardo Universidade Feevale
  • Norberto Kuhn Júnior Universidade Feevale

DOI:

https://doi.org/10.5902/2175497726154

Keywords:

Startup. Digital Entrepreneurs. Millennium Generation.

Abstract

The Millennium Generation, added to contemporary society a new thinking about business formats. New modeling and new managerial profiles began to take hold of the organizational environment with the digital environment as a stimulus. In this context, the article aims to identify the factors that stimulate the creation of new digital business models by Millenium Generation. In order to meet this objective, the exploratory and descriptive method was adopted, and as a technical procedure, a bibliographical research and field research was conducted with 14 digital startups managers. It was identified that the main reasons for the creation of innovative digital businesses are concentrated in two aspects: to transform an idea a future business, different from the traditional models; And "make money" from the company's growth or by selling when it becomes attractive to venture capitalists.

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Author Biography

Simone Carvalho da Rosa, Universidade Feevale

Formada em Publicidade e Propaganda pela PUCRS (1983), Especialista em Marketing pela UFRGS (1986). Professora titular da Universidade Feevale nos Cursos de Comunicação Social e Administração (graduação e pós-graduação). Mestranda em Indústria Criativa na Universidade Feevale. Tem experiência na área de comunicação e administração com Formada em Publicidade e Propaganda pela PUCRS (1983), Especialista em Marketing pela UFRGS (1986). Professora titular da Universidade Feevale nos Cursos de Comunicação Social e Administração (graduação e pós-graduação). Mestranda em Indústria Criativa na Universidade Feevale. Tem experiência na área de comunicação e administração com ênfase em planejamento de comunicação, modelos de negócios da indústria criativa, design thinking, storytelling, processos criativos, consumo colaborativo, marketing promocional, marketing cultural, visual merchandising , estratégia de vendas, trade marketing e shopper marketing.ênfase em planejamento de comunicação, modelos de negócios da indústria criativa, design thinking, storytelling, processos criativos, consumo colaborativo, marketing promocional, marketing cultural, visual merchandising , estratégia de vendas, trade marketing e shopper marketing.

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Published

2017-12-19

How to Cite

Rosa, S. C. da, Montardo, S. P., & Kuhn Júnior, N. (2017). Digital entrepreneurs: millennium generation against new business modeling. Animus.Inter-American Journal of Media Communication, 16(32). https://doi.org/10.5902/2175497726154

Issue

Vol. 16 No. 32 (2017)

Section

Communication and Creative Industry

License

The authors of texts approved by the referees of Animus - Inter-American Journal of Media Communication automatically concede, and without any charge, the right to the first publication of the submitted material.