Ferreira, Lissa Valéria FernandesFaçanha, Luan Firmino2025-03-112025-03-112025-01-14FAÇANHA, Luan Firmino. Resistência à inovação e ao marketing de grandes empresas: revisão e análise. Orientadora: Lissa Valéria Fernandes Ferreira. 2025. 36 f. Trabalho de Conclusão de Curso (Graduação) - Curso de Administração, Centro de Ciências Sociais Aplicadas, Universidade Federal do Rio Grande do Norte, Natal, 2025.https://repositorio.ufrn.br/handle/123456789/62985The marketing is increasingly finds itself present in the daily lives of companies and all the moment there is the emergence of innovations directed for the marketing. That's why, this article has the purpose of presenting the importance of companies adopting and adapting to the evolution of the marketing, and the conceptualization of marketing schools of thought with application, in chronological order, of the companies analyzed. The methodology applied was based on the study process which is substantiated on the practice of the bibliographic research and in the hypothetical-deductive method. It was verified that large companies that have owned a positioning of resistance to marketing innovations have passed negative impacts that resulted in your decadence in the market. It is concluded that large companies faced some type of decadence by virtue of position themselves adopting resistance to marketing innovations, on the other hand, large companies that adapted to marketing innovations achieved success.Attribution-NonCommercial-NoDerivs 3.0 Brazilhttp://creativecommons.org/licenses/by-nc-nd/3.0/br/AdministraçãoMarketingMudanças tecnológicasComportamento do consumidorDeclínio de grandes empresasAdministrationMarketingTechnological changesConsumer behaviorDecline of large companiesbachelorThesisCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO