Papers by Conceição Barbosa
Revista Inteligência Competitiva
O presente artigo propõe-se a analisar e estudar o planejamento de marketing no contexto de estru... more O presente artigo propõe-se a analisar e estudar o planejamento de marketing no contexto de estrutura organizacionais. O trabalho foi estruturado sob a modalidade de ensaio, e compõe-se de uma revisão do referencial teórico, mediante uma análise conceitual crítica de alguns aspectos pertinentes ao tema. Foram tratadas questões em torno da diferença entre os diversos níveis estratégicos, como a formulação de estratégias corporativas, competitivas e funcionais, além de situar as atividades de planejamento de marketing dentro da hierarquização estrutural das empresas. Por fim, é realizada uma reflexão e levantamento de questões adjacentes ao planejamento de marketing, estratégias e estruturas organizacionais.
Revista Inteligência Competitiva
El presente estudio tiene por objetivo promover un análisis reflexivo acerca de la acción de plan... more El presente estudio tiene por objetivo promover un análisis reflexivo acerca de la acción de planear en el ámbito de Marketing. El trabajo fue estructurado sobre la modalidad de ensayo y presenta el curso teórico de aspectos inherentes a Marketing y a la Planificación de Marketing. La intención de este artículo es propiciar insights críticos al respecto de la necesidad de planificar las actividades de marketing. Por ello, el documento está organizado a partir de una introducción que contextualiza el tema, acompañada de los procesos metodológicos adoptados y subsiguientemente el aporte teórico y el análisis crítico. Al final son colocadas las consideraciones finales.
Revista de Administração, Contabilidade e Economia da Fundace, 2017
Crowdsourcing is a newly developed term that refers to the coparticipation process company activi... more Crowdsourcing is a newly developed term that refers to the coparticipation process company activities of a through an online community of open and/or closed form. Any member of this community can complete assigned tasks and get paid. Although come from the computer industry, companies have started using crowdsourcing to a wide range of tasks. It appears that companies are using crowdsourcing to achieve the tasks related to the market, focusing on three main areas: product development, advertising and promotion, and marketing research. This article puts on grass some theoretical aspects of marketing and crowdsourcing activity. Methodologically this paper is an essay in order aims to discuss and expose logical and reflective some aspects of Marketing under the scope of crowdsourcing.
International Journal of Internet and Enterprise Management, 2016
This work identifies the predominant usage of the internet by information technology companies ba... more This work identifies the predominant usage of the internet by information technology companies based in Brazil, in relation to business partnerships and the possibility of obtaining competitive advantages with this use. The theoretical review indicates that the companies use the web for both transactions and communication. In the first case, this increases efficiency. In the second, it offers diverse uses. The review also shows that such advantages may be obtained whether the web is the principal business driver or not. As such, this work addresses the profile of web use in order to answer the following question: Is the use of the web in relationships a source of competitive advantage for companies in the IT segment participating in alliances? Descriptive, factorial statistics and ANOVA were utilised, and the results show that the predominant use of the web is concentrated in communications, which denotes the characteristic of a support tool that this technology assumes for these companies more than as a driver for obtaining advantages. This questions some theoretical views that state that the adoption of this technology is a condition for company survival in the market.
This work discusses the characteristics of strategic alliances that affect the obtainment of comp... more This work discusses the characteristics of strategic alliances that affect the obtainment of competitive advantages, according to the perception of managers who responded to the following question: can strategic alliances contribute to the obtainment of competitive advantages? It also demonstrates to companies of this type that do not participate in cooperative arrangements the benefits that they might receive from this relationship. This exploratory work was developed through a field survey based on the administration of a questionnaire to Information Technology companies. The questionnaire was constructed with two scales, one on competitive advantages and the other on strategic alliances. The survey was answered by 121 companies of various sizes, located in various Brazilian states. The data were analyzed through canonical correlation and the results showed that organization, commitment, focus on mutual gains and cooperation are the elements that favor competitive advantages, especially related to the enhancement of operational efficiency, enhancement of response power through agility and flexibility, pioneering potential, innovation and managerial capacity.
Review of Administration and Innovation - RAI, 2009
ARTIGOS-Uso da web por empesas de TI participantes de alianças e as vantagens competitivas: um es... more ARTIGOS-Uso da web por empesas de TI participantes de alianças e as vantagens competitivas: um estudo à luz das técnicas fatoriais e descritivas de análise de dados
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Papers by Conceição Barbosa