For this upcoming Thursday (11/21), the GPMC is pleased to host its weekly seminar led by Jaiany Rocha Trindade, a long-time member of the group. As always, the seminar will be held in a hybrid format, both via Zoom and in person at the CEPA room at EA. The title of the research is “Beyond Luck: Predicting Market Entry Success.” We look forward to your presence!
A bit more about the work: Recent research reveals a concerning trend: a significant portion of new ventures close within their first few years. To understand the factors that separate success from failure, this research aims to develop a predictive model for market entry success, considering market potential, the entrepreneur’s experience, and the impact of uncertainty on this process. Additionally, the study will explore the role of uncertainty in market entries and propose a research agenda to guide future studies in the area.
Jaiany is a PhD student in Marketing at the Graduate Program in Business Administration at the Federal University of Rio Grande do Sul (PPGA/UFRGS), where she is part of the Marketing and Consumption Research Group (GPMC). She also collaborates with the Consumer Behavior Analysis and Studies Laboratory (L@EC) at the Federal University of Campina Grande (UFCG), where she earned her bachelor’s degree in Business Administration. During her undergraduate studies, she participated in the Tutorial Education Program (PET) in Business Administration, engaging in research, teaching, and outreach activities. Jaiany has experience in planning, measuring, and optimizing integrated marketing across media channels, with a focus on paid traffic. She worked as a Performance Media Analyst, providing digital marketing strategy services, and was part of the Young Marketing Team at ANPAD. Her research interests include: Market Entry and Potential, Business Opportunity Identification, Uncertainty, Machine Learning, Bayesian and Spatial Models.
Meeting link: https://mit.zoom.us/j/92825888029
