Os desafios de marketing nas startups portuguesas
: da criação à fixação no mercado

  • Maria Francisca Soares Gonçalves de Almeida e Silva (Student)

Student thesis: Master's Thesis


This thesis aimed to assist in understanding the reality of Portuguese Startups with regard to its communication address the challenges facing marketing, as well as provide support for entrepreneurs and companies acting in similar environments to the study. Was based on a literature review, which focused on explanation and interconnection of concepts related to the topic, combined with empirical research, where case studies (consisting of interviews and analysis grids of the Startups´ presence in social networks) and questionnaire surveys collected concrete information about those facts. Taking into account the context of national crisis, the prominence given to the concepts of Startup and Entrepreneurship, as well as the weight that the Portuguese economy, and the lack of academic analyzes of this type, the presentation of these examples of practical learning proves to be a more asset. Throughout the investigation it was perceived that communication has taken an increased importance within the companies. The presentation to the market, the customer acquisition, the scope, and maintaining a competitive position depends largely on it. Thus, the consciousness of the weight that this area has, especially in a startup company, is growing. As the main way to communicate the brand, the accent is put on online communication. This satisfies requirements of speed and low cost, general scope and strong impact. Although the examples given are not representative of a reality as extensive as studied, they are an important source of knowledge and practical demonstrations.
Date of Award19 Feb 2015
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorCarla Ganito (Supervisor)


  • Communication
  • Entrepreneurship
  • Marketing entrepreneur and startup


  • Mestrado em Ciências da Comunicação

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