As Características comportamentais empreendedoras e o desempenho individual: um estudo na indústria criativa da publicidade

Abstract

The concept of creative economy is broad, complex and recent, attracting multidisciplinary study and adding several industries, such as music, literature, arts, advertising to activities related to technology such as television, audiovisual industry, software et cetera, which they are generically called creative industries. Within this concept, sees up two other concepts also large and complex, entrepreneurship, focusing on entrepreneurial behavioral characteristics and individual performance, where working professionals are constantly called upon to assume entrepreneurial attitudes, combining creative appeal (generation idea) and economic (adding value to the goods / services produced) and being charged for best performances. Based on this, this study was quantitative and descriptive approach, where tried to answer the following question: How is the relationship between entrepreneurial behavioral characteristics and individual performance in the creative advertising industry in Fortaleza? A non-probabilistic sample and convenience was composed by employees of advertising agencies syndicated to the Sindicato de Agências de Propaganda do Estado do Ceará - SINAPRO Ceará. The results show that the professionals who work on advertising agencies surveyed have predominantly entrepreneurial characteristics Search for Information, Commitment to Employment Contracts and Concern for Quality at Work. Also, overwork affect the time each individual needs to reflect on how best to play their role in the organization to which it belongs.