FATORES CRÍTICOS DE SUCESSO NA SELEÇÃO DE PROJETOS A SEREM PATROCINADOS OBJETIVANDO A MELHORIA DA PERCEPÇÃO DA MARCA PETROBRAS

Abstract

This research is intended to identify the critical success factors - CSF in the selection of sponsorship projects to achieve corporative strategic objectives. The theoretical referential used in this research were Rockart s critical success factors. The methodology used is the hypothetical-deductive method of Karl Popper which assumes that from a gap or break in the existing theories are testable hypotheses raised. Tests of these hypotheses allow them corroborate or refute them, thereby increasing the knowledge on the subject. With this approach, the potentials were developed critical success factors in the selection and contracting of projects to be sponsored aimed at the achievement of strategic objectives of the corporation. Data were collected from the professionals who perform the management of sponsorship projects. The conclusions of the work will serve to support the development of standards.