Uso de las Redes Sociales Emprendedoras por Mujeres en el Proceso de creación de agencias de viajes

Teixeira, Rivanda Meira; Andreassi, Tales; Bomfim, Lea Cristina Silva

doi:10.7784/rbtur.v12i1.1344

Resumen

Propósito justificado del tema:

El estudio de las redes sociales emprendedoras ha sido reconocido como determinante en el proceso emprendedor, como en el éxito de los emprendimientos. Desde la década de 1990, hubo un especial interés en investigar redes sociales con el recorte del género y, considerando su relevancia, esta temática sigue siendo muy actual.

Objetivo:

El objetivo general de este estudio es analizar cómo las redes sociales son utilizadas por las emprendedoras en el proceso de creación de nuevos negocios. Específicamente pretende identificar los tipos de lazos que son utilizados por las emprendedoras en sus redes sociales en las fases de concepción, start-up y consolidación de negocios y verificar cómo esas redes sociales influencian en la obtención de recursos.

Metodología/Design:

La estrategia de investigación utilizada fue el estudio de casos múltiples y las evidencias fueron recogidas por medio de entrevistas personales semiestructuradas con siete emprendedoras de agencias de viajes de micro y pequeño porte. Los casos fueron descritos individualmente y después de esa descripción se realizó el análisis comparativo de los casos para examinar sus similitudes y diferencias.

Resultados y originalidad del documento:

Entre los resultados encontrados cabe destacar que los “lazos fuertes” fueron los más utilizados por las emprendedoras principalmente en la fase de concepción del negocio. Además, se constató que la experiencia previa fue determinante en la identificación de la oportunidad y en la capacidad de construir redes diversificadas.

Palabras clave:
Emprendedorismo; Redes sociales emprendedoras; Emprendedor femenino; Proceso emprendedor

[1] Rivanda Meira Teixeira

Professor, Dra. at the Federal University of Paraná, Post-graduate Program in Management, Master’s Degree in Management from COPPEAD/UFRJ (1979), Doctorate in Management from Cranfield University, England (1996), Post-doctorate Degree in Tourism Management from Bournemouth University, England and Strathclyde University, Scotland (2001). Post-doctorate Degree in Entrepreneurship in Tourism from the HEC, Canada (2006). Post-doctorate from the FGV-SP (2015) in Entrepreneurship. Scholarship holder in Productivity in Research at the CNPq-PQ-Level 1D. E-mail: rivandateixeira@gmail.com

CATEGORY	ELEMENTS OF ANALYSIS
Entrepreneur’s profile	Age, age of first business, place of birth, education, marital status, number of children, previous experience, entrepreneurial family background, attendance of managerial courses/training.
Business characteristics	Year of foundation, organizational structure, physical structure, services provided, number of employees, customers, family members in the company.
Types of ties in the conception, start-up and consolidation	Strong ties: formed by personal networks such as family, friends and old acquaintances. Weak ties: formed by entrepreneurial networks from relationships with banks, consultants, customers, suppliers and others
Resources accessed in the conception, start-up and consolidation	Social Resources: emotional, moral and technical support, identification of new business opportunities, motivational support, source of ideas and information, advice, recommendation of suppliers, customers and employees. Financial Resources: Loans and financing, seeking investments, application of resources, fixed costs (raw materials and suppliers, equipment, locations and employees). Physical Resources: raw material and input, machinery and equipment, vehicles, property and physical location

Ties	Strong	Family: father, mother, daughters
Ties	Weak	-
Resources	Social	Strong Ties: Identification of business opportunity through her prior experience in the family business; Moral support from parents; Help from parents and husband with ideas, advice and recommendations for customers and suppliers; Help from family and friends with ideas for advertising; Strengthening of ethical and professional values through her upbringing. Weak Ties:
	Financial	Own resources.
	Physical	Own resources.

Ties	Strong	Family (parents and friends) with moral support.
Ties	Weak	Accountants.
Resources	Social	Strong Ties: Moral support from parents and friends; Necessary skills in the early days of the business obtained through previous experience in family company. Weak Ties: Execution of legal procedures of opening the company by a specialized firm.
	Financial	Own resources.
	Physical	Own resources.

Ties	Strong	Family (father, mother, husband, and daughters) with moral support and ideas.
Ties	Weak	ABAV, Tourism Agencies and travel Operators, exchanging information and employees with marketing plan, strategic planning, and banks.
Resources	Social	Strong Ties: Moral support from parents and husband on trips; Help from parents to serve customers when demand increases; Help from children and husband with ideas for new campaigns; Status associated with friendship with a woman at the bank. Weak Ties: Drafting of marketing plan with help from an employee Exchange of information on the tourism sector; Drafting the plan of growth for the company with employee help.
	Financial	Own resources, but has easy access to credit due to good relationship she formed with the banks.
	Physical	Own resources.

Ties	Strong	Friend came up with the idea for the business; Sisters; Friends and close family.
Ties	Weak	SEBRAE
Resources	Social	Strong Ties: Idea for the business came from her friend; Help with moral support from friends and sisters; Suggestions for the development of the business from friends and close family members. Weak Ties: Information from the SEBRAE regarding the opening of the company.
	Financial	Own resources acquired by selling the assets of her previous business.
	Physical	Purchased with her own resources from the sale of the assets of her previous business.

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