Purpose The purpose of this paper is to propose an e-business assessment framework for organizations that aim to enhance the effectiveness of their online presence and maximize the benefits that result from it. The framework is based on three main pillars derived from the academic literature research: e-marketing strategies, customer relationship management (CRM) strategies and business model strategies. Design/methodology/approach This paper reviews the literature from e-Marketing, CRM and business model strategies, leading to the generation of an e-Business assessment framework. Second, it takes 19 case studies and analyzes them using ATLAS.ti, through qualitative content analysis, to validate that framework. Findings Pragmatic advice for practitioners derives from research results considering that this framework enables managers to characterize the company in terms of its e-business approach, making it possible to determine the level of depth of competitive online strategies. Lessons for an improved e-business approach can be derived from this paper. Originality/value This study proposes a novel e-business framework to assist organizations that want to have an online presence. This framework is comprised of the factors identified in the literature review that contribute to define and scope that online presence. The framework is then validated through the collection of 19 case studies of companies that have this online presence, validating the theoretical findings.
This study had the purpose of identifying how internal marketing is being addressed in the Brazilian production in the field of Administration. To this end, the major periodicals in the field and the database of the National Association of Graduate Programs in Business Administration (Anpad) and Scientific Periodicals Electronic Library (SPELL) were investigated under the guidance of research propositions found in Farias (2010). After a search of the entire historical database of publications adopted as corpus, only 13 articles were discovered and retrieved from the period 1961-2012.The findings of this study show that the state of knowledge about internal marketing in Administration is quite specific and, in some cases, surprisingly nonexistent. This aspect allows us to notice various concerns, among which the most significant one is: for what reason has internal marketing not been receivingat least with respect to periodic and national Administration congresses -the attention it deserves? It is expected to contribute to the understanding of how scholars are studying the internal marketing of the area in the Brazilian context.
ResumoConsiderando a importância do movimento grevista para a formação de consciência de classes, espera-se encontrar uma pluralidade de vozes presentes na construção dos significados relacionados ao movimento. Assim, recorre-se à Teoria do Discurso proposta por Laclau e Mouffe (1985) na expectativa de se responder à seguinte pergunta: como a mídia arquitetou o discurso sobre a greve de 2012 dos professores universitário federais durante os quatro meses de paralisação. Assume-se uma abordagem crítica, de corrente pós-estruturalista e matriz pós-marxista, adotando uma estratégia de pesquisa qualitativa. Vinte e uma notícias foram recuperadas no Jornal Folha de São Paulo, hegemônico à época do estudo. Nas reportagens analisadas é perceptível o posicionamento do jornal em não se mostrar indiferente a existência da greve, especialmente considerando as datas das reportagens. No entanto, a evidência que foi conferida ao movimento permite questionar o grau de importância que esta mídia se prestou a dar. Ao trabalhar o discurso nos termos da interação social, este artigo se propôs a analisar o discurso (jornalístico) como sendo constitutivamente dialógico, não necessariamente polifônico, em que os sujeitos envolvidos lutam constantemente pela hegemonia.Palavras-chave: teoria do discurso, Laclau e Mouffe, professores universitários. AbstractConsidering the importance of the strike movement for the formation of class consciousness, it is expected to find a plurality of voices present in the construction of meanings related to the movement. Thus, recourse to the Discourse Theory proposed by Laclau and Mouffe (1985) hoping to answer the following question: how the media masterminded the discourse about the strike 2012 federal university teachers during the four month of standstill. It is assumed a critical approach, post-structuralist and post-Marxist current matrix, adopting a qualitative research strategy. Twenty-one news were recovered in the newspaper Folha de São Paulo, hegemonic at the time of the study. Is noticeable in the articles analyzed the position of the newspaper does not show the existence of indifferent strike, especially considering the dates of the reports. However, the evidence that was given to the movement allows us to question the degree of importance that this media is provided to give. When working under the discourse of social interaction, this study aimed to analyze the (journalistic) speech as constitutionally dialogical, not necessarily polyphonic, in which the subjects engaged constantly struggle for hegemony.
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