Inovação em marketing nos shopping centers: um estudo de aplicações de tecnologia em ações promocionais em dois shopping centers brasileiros

Detalhes bibliográficos
Ano de defesa: 2017
Autor(a) principal: Silva, Rayssa Belke
Orientador(a): Cyrino, Álvaro Bruno
Banca de defesa: Não Informado pela instituição
Tipo de documento: Dissertação
Tipo de acesso: Acesso aberto
Idioma: por
Instituição de defesa: Não Informado pela instituição
Programa de Pós-Graduação: Não Informado pela instituição
Departamento: Não Informado pela instituição
País: Não Informado pela instituição
Palavras-chave em Português:
Palavras-chave em Inglês:
Link de acesso: http://hdl.handle.net/10438/19971
Resumo: Purpose - The objective of this work is to identify and analyze the role of innovation, in particular the use of information technology, in the marketing actions of the shopping malls and to evaluate its strategic role in the differentiation of the enterprises given the high competition of the market. Methodology - The methodology used in this research had qualitative approach with an exploratory character to obtain and analyze the data. It should be emphasized that the data were obtained through individual interviews based on a semi-structured questionnaire. In addition, a documentary survey was carried out by means of the analysis in the financial reports of the company. Findings - The final considerations demonstrate that innovation as a strategy of competitive advantage is still far below its potential in the two malls research objects. The shopping center model itself, in the cases examined, continues with a traditional bias and with structural gaps that are directly related to its difficulty adapting to technological advances and modifying its business strategy. Limitations - The main limitation of the research is the generalization from the analysis of two cases of application of information technology in marketing actions in Brazilian shopping centers. In addition, the innovations studied have specific characteristics, which could be characterized as experiments rather than current practices. Practical contributions - From these results, one can see that there is a broad field of development and solidification of marketing actions that involve IT innovation in shopping centers. However, in order to be successful, it is necessary to be preceded by some pre-requirements, such as improvement in the relationship between shopkeepers and administration, formalization of marketing planning, training of mall marketing teams and diversification of actions. Originality - This is one of the few study studies that evaluates the application of technology in promotional actions in Brazilian shopping malls
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spelling Silva, Rayssa BelkeEscolas::EBAPENunes, José Mauro GonçalvesGalindo, Flavia Luzia Oliveira da CunhaCyrino, Álvaro Bruno2018-01-30T12:50:08Z2018-01-30T12:50:08Z2017-12-19http://hdl.handle.net/10438/19971Purpose - The objective of this work is to identify and analyze the role of innovation, in particular the use of information technology, in the marketing actions of the shopping malls and to evaluate its strategic role in the differentiation of the enterprises given the high competition of the market. Methodology - The methodology used in this research had qualitative approach with an exploratory character to obtain and analyze the data. It should be emphasized that the data were obtained through individual interviews based on a semi-structured questionnaire. In addition, a documentary survey was carried out by means of the analysis in the financial reports of the company. Findings - The final considerations demonstrate that innovation as a strategy of competitive advantage is still far below its potential in the two malls research objects. The shopping center model itself, in the cases examined, continues with a traditional bias and with structural gaps that are directly related to its difficulty adapting to technological advances and modifying its business strategy. Limitations - The main limitation of the research is the generalization from the analysis of two cases of application of information technology in marketing actions in Brazilian shopping centers. In addition, the innovations studied have specific characteristics, which could be characterized as experiments rather than current practices. Practical contributions - From these results, one can see that there is a broad field of development and solidification of marketing actions that involve IT innovation in shopping centers. However, in order to be successful, it is necessary to be preceded by some pre-requirements, such as improvement in the relationship between shopkeepers and administration, formalization of marketing planning, training of mall marketing teams and diversification of actions. Originality - This is one of the few study studies that evaluates the application of technology in promotional actions in Brazilian shopping mallsObjetivo – O presente trabalho tem como objetivo identificar e analisar o papel da inovação, em particular do uso de tecnologia da informação, nas ações de marketing dos shopping centers e avaliar o seu papel estratégico na diferenciação dos empreendimentos dada a alta concorrência do mercado. Metodologia – A metodologia utilizada nesta pesquisa teve abordagem qualitativa com caráter exploratório para obtenção e análise dos dados. Destaca-se que os dados foram obtidos por meio de entrevistas individuais fundamentadas em questionário semiestruturado. Além disso, foi realizado um levantamento documental por meio da análise nos relatórios financeiros da empresa. Resultados – As considerações finais demonstram que a inovação como estratégia de vantagem competitiva ainda está muito aquém do seu potencial nos dois shopping centers objetos de pesquisa. O próprio modelo de shopping center, nos casos examinados, continua com um viés tradicional e com gaps estruturais que estão diretamente relacionados a sua dificuldade em se adaptar aos avanços tecnológicos e modificar a sua estratégia empresarial. Limitações – A principal limitação da pesquisa está na generalização a partir da análise de dois casos de aplicação de tecnologia da informação em ações de marketing nos shopping centers brasileiros. Adicionalmente, as inovações estudadas possuem caráter pontuais, que mais poderiam ser caracterizadas como experimentos do que práticas correntes. Contribuições práticas – A partir desses resultados, pode-se perceber que existe um campo amplo de desenvolvimento e solidificação de ações de marketing que envolvam inovação em TI em shopping centers. Contudo, para que tenha sucesso, é necessário que seja precedido de alguns pré-requisitos, como a melhoria na relação entre lojistas e administração, formalização do planejamento de marketing, capacitação das equipes de marketing dos shoppings e diversificação das ações. Originalidade – este é um dos poucos estudos que avalia a aplicação de tecnologia em ações promocionais nos shoppings centers brasileirosporShopping mallInnovationTechnological innovationInformation technologyCompetitive advantageShopping centerInovaçãoInovação tecnológicaTecnologia da informaçãoVantagem competitivaAdministração de empresasMarketingTecnologia da informaçãoInovações tecnológicasConcorrênciaInovação em marketing nos shopping centers: um estudo de aplicações de tecnologia em ações promocionais em dois shopping centers brasileirosinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisreponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas (FGV)instacron:FGVinfo:eu-repo/semantics/openAccessTEXTDissertação_RayssaBelke_VF.pdf.txtDissertação_RayssaBelke_VF.pdf.txtExtracted 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dc.title.por.fl_str_mv Inovação em marketing nos shopping centers: um estudo de aplicações de tecnologia em ações promocionais em dois shopping centers brasileiros
title Inovação em marketing nos shopping centers: um estudo de aplicações de tecnologia em ações promocionais em dois shopping centers brasileiros
spellingShingle Inovação em marketing nos shopping centers: um estudo de aplicações de tecnologia em ações promocionais em dois shopping centers brasileiros
Silva, Rayssa Belke
Shopping mall
Innovation
Technological innovation
Information technology
Competitive advantage
Shopping center
Inovação
Inovação tecnológica
Tecnologia da informação
Vantagem competitiva
Administração de empresas
Marketing
Tecnologia da informação
Inovações tecnológicas
Concorrência
title_short Inovação em marketing nos shopping centers: um estudo de aplicações de tecnologia em ações promocionais em dois shopping centers brasileiros
title_full Inovação em marketing nos shopping centers: um estudo de aplicações de tecnologia em ações promocionais em dois shopping centers brasileiros
title_fullStr Inovação em marketing nos shopping centers: um estudo de aplicações de tecnologia em ações promocionais em dois shopping centers brasileiros
title_full_unstemmed Inovação em marketing nos shopping centers: um estudo de aplicações de tecnologia em ações promocionais em dois shopping centers brasileiros
title_sort Inovação em marketing nos shopping centers: um estudo de aplicações de tecnologia em ações promocionais em dois shopping centers brasileiros
author Silva, Rayssa Belke
author_facet Silva, Rayssa Belke
author_role author
dc.contributor.unidadefgv.por.fl_str_mv Escolas::EBAPE
dc.contributor.member.none.fl_str_mv Nunes, José Mauro Gonçalves
Galindo, Flavia Luzia Oliveira da Cunha
dc.contributor.author.fl_str_mv Silva, Rayssa Belke
dc.contributor.advisor1.fl_str_mv Cyrino, Álvaro Bruno
contributor_str_mv Cyrino, Álvaro Bruno
dc.subject.eng.fl_str_mv Shopping mall
Innovation
Technological innovation
Information technology
Competitive advantage
topic Shopping mall
Innovation
Technological innovation
Information technology
Competitive advantage
Shopping center
Inovação
Inovação tecnológica
Tecnologia da informação
Vantagem competitiva
Administração de empresas
Marketing
Tecnologia da informação
Inovações tecnológicas
Concorrência
dc.subject.por.fl_str_mv Shopping center
Inovação
Inovação tecnológica
Tecnologia da informação
Vantagem competitiva
dc.subject.area.por.fl_str_mv Administração de empresas
dc.subject.bibliodata.por.fl_str_mv Marketing
Tecnologia da informação
Inovações tecnológicas
Concorrência
description Purpose - The objective of this work is to identify and analyze the role of innovation, in particular the use of information technology, in the marketing actions of the shopping malls and to evaluate its strategic role in the differentiation of the enterprises given the high competition of the market. Methodology - The methodology used in this research had qualitative approach with an exploratory character to obtain and analyze the data. It should be emphasized that the data were obtained through individual interviews based on a semi-structured questionnaire. In addition, a documentary survey was carried out by means of the analysis in the financial reports of the company. Findings - The final considerations demonstrate that innovation as a strategy of competitive advantage is still far below its potential in the two malls research objects. The shopping center model itself, in the cases examined, continues with a traditional bias and with structural gaps that are directly related to its difficulty adapting to technological advances and modifying its business strategy. Limitations - The main limitation of the research is the generalization from the analysis of two cases of application of information technology in marketing actions in Brazilian shopping centers. In addition, the innovations studied have specific characteristics, which could be characterized as experiments rather than current practices. Practical contributions - From these results, one can see that there is a broad field of development and solidification of marketing actions that involve IT innovation in shopping centers. However, in order to be successful, it is necessary to be preceded by some pre-requirements, such as improvement in the relationship between shopkeepers and administration, formalization of marketing planning, training of mall marketing teams and diversification of actions. Originality - This is one of the few study studies that evaluates the application of technology in promotional actions in Brazilian shopping malls
publishDate 2017
dc.date.issued.fl_str_mv 2017-12-19
dc.date.accessioned.fl_str_mv 2018-01-30T12:50:08Z
dc.date.available.fl_str_mv 2018-01-30T12:50:08Z
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