This research has the general objective to identify the components of services technological competences through the study of the use of technology and its impact in organizational practices. The research approach included a qualitative step, based on interviews with developers, users and technology managers. The main contribution here was to identify the using of technology from a perspective that brings together both the user's perspective as the developer, which analyzes the developments in terms of organizational practices and performance in the distance education field. The results suggests that there is still resistance in the adoption of technology and the development of technological expertise is still in the early stages. In cases where the technology is used with intensity, changes in practices and performance occur indiscriminately, with clear benefits in terms of speed, efficiency and scale gains.
Purpose It has been verified that companies are using crowdsourcing to carry out tasks related with the market, concentrating on three main areas: product development, advertising and promotion and market research. This study aims to carry out qualitative research using the case study method. The analysis unit that will be used will be marketing activities based on crowdsourcing. Finally, the study subjects used to understand the phenomenon are Coca Cola, PepsiCo, Netflix and Amazon. Design/methodology/approach For this study, the decision was made to use the case study method due to its qualitative character. Thus, the analysis unit of the study is composed of the activities of the company investigated related to the activities of the marketing information system. For this study, a unique case study was used. The object companies were Coca Cola, PepsiCo, Netflix and Amazon. Findings A significant number of advantages are therefore perceived for companies that adopt mass collaboration practices in the research and development of products. The strategic importance of this concept for companies that launch themselves into these surprising endeavors is ever more clear and consolidated in their planning. It is up to those sectors that are responsible for communication to think of strategies that incorporate the collaborative work of consumers into their actions. Research limitations/implications The study presents some limitations that give rise to the opportunity to embark on future studies. As it is an exploratory study, there was no validation of causality between variables, which may diminish the empirical value of the findings. In this context, the sample is small and non-probabilistic, which on one hand made applying the interviews in the field study viable, but on the other does not enable the results to be generalized. Practical implications The transfer of power to crowds of consumers has led to a reduction in costs. This combination of innovative and cost reduction constitutes value innovation, a basic factor for customer retention, standing apart from the competition and obtaining appreciable results, thus reducing mortality. Social implications A collaborative action is an integrated marketing and communication action. In the same way, using bloggers to evaluate products today is a basic form of research and development, networking and communication with consumers, who become co-creators of products and services, as well as interlocutors with those responsible for corporate communication. Originality/value A significant number of advantages are therefore perceived for companies that adopt mass collaboration practices in the research and development of products. The strategic importance of this concept for companies that launch themselves into these surprising endeavors is even more clear and consolidated in their planning. It is up to those sectors that are responsible for communication to think of strategies that incorporate the collaborative work of consumers into their actions.
O presente estudo tem como intuito avaliar como a embalagem do molho de tomate influência na decisão de compra do consumidor no ponto de vendas, já que a partir dela se dá a primeira interação entre o consumidor e a empresa. Dessa forma, foi utilizada uma pesquisa qualitativa exploratória com o propósito de obter dados relativos à embalagem de molho de tomate e a percepção dos clientes sobre ela. Para a análise de dados foi desenvolvido um questionário de perguntas abertas, que foi distribuído e respondido de imediato, por clientes de alguns supermercados, no próprio ponto de vendas. Os resultados obtidos foram relacionados com o material utilizado como base no referencial teórico, gerando hipóteses a respeito da preferência do consumidor e da possível influência da embalagem na decisão de compra.
Diferentemente de estudos de aglomerações econômicas que se concentraram em aglomerados industriais, este estudo explora a aglomeração de serviços, especificamente de atividades de logística, localizadas no Estado de São Paulo. A abordagem de pesquisa é q
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