Many companies, exist for mere coincidence of successive facts of assertive actions, where had the lack of a competition the height, they obtain to get advantages in the market, that if can call dangerous masks. Why dangerous masks? This question, is answered, and its reply, ace times, it is interpreted, for determined entrepreneurs, as a petulance of professors, who according to them, do not know day to day practical the part enterprise, and that being based, only in the theoretical part, learned in books, and without being on the inside of the current facts of the enterprise world, deturpam the actions in the decisions taken by these same entrepreneurs. It is really there, ‘ ‘ X’ ‘ of our question. Nor all the dedicated professors only pass its professional life the Facultieses or University. Really professional academics only exist, who pass its life, dedicating itself in education institutions, but those exist that after some years in the enterprise area, they decide to join this knowledge its academic formation and to give to lessons in facultieses or University, being that this really they have a great luggage of knowledge to be spread to academic education. Coming back to our subject on dangerous masks, it can be found (achismo), that pparently calm situations, as the current account always with surplus, with the wallet of customers, always growing, and many monthly acts of contract, for the increase of the demand of the activities internal entrepreneurs, demonstrate signal of fat cows.
but if everything this will be truth, exists something that must be thought: ‘ ‘ to keep the growth, looking at for it are of the company ‘ ‘. The Entrepreneur must be intent, the demand of the external market, analyze what he is happening at the moment, which are the gostos and the behaviors of the customers, of the competitors, to gain advantage competitive, as benchmarketing was one, bringing itself for inside of the company, without forgetting itself to work endomarketing internally, where both the factors, assist in the chances, becoming the debilidades in strong points. Then, they do not subestimem, its competitors and they are intent. ‘ ‘ Who gains the market to learn primeiro.