Eventos Corporativos e sua Importância Estratégica para as Empresas. Estudo de Casos Múltiplos: Pfizer, L’Oréal e Nextel

Abstract

Events involve host and guest at special moments, providing unique experiences, which are impossible to reproduce in any environment or situation. At corporations, this bond is intended to achieve or maintain a positive and profitable participant’s attitude toward the company, creating competitive advantage and maximizing the return on investment. As part of tourism and hospitality sector, events need to be adapted to the changing environment. Its management
has two aspects: the determination of its needs and then its implementation, including its several stages, with different areas of responsibility for hiring vendors and its fulfilment. This paper presents a comparative case study of three companies, seeking to identify the expected achievement of corporate events and the responsible areas involved. It also aims at exploring how the existing literature is adopted in the practical aspects of events, contributing to the design of new directions for the tourism sector.