Programa de gestão da qualidade total em vendas na indústria de bens de consumo não duráveis no Brasil: um estudo das suas motivações, métodos de implementação e resultados

• Ano de defesa: 2020
• Autor(a) principal: Motta, Rodrigo Guimarães
• Orientador(a): Santos, Neusa Maria Bastos Fernandes
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica de São Paulo
• Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em Administração
• Departamento: Faculdade de Economia, Administração, Contábeis e Atuariais
• País: Brasil
• Palavras-chave em Português: Bens de consumo; Gestão da qualidade total; Vendas - Administração
• Palavras-chave em Inglês: Consumer goods; Total quality management; Sales management
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: https://tede2.pucsp.br/handle/handle/23352

The main goal of this study is to understand the implementation of total quality management programs (TQM) regarding sales in the Brazilian industry of nondurable consumer goods. Therefore, it is guided by the following specific objectives: investigate what motivates a company in this segment to implement a TQM program in sales; distinguish the implementing methods of the program; and evaluate the results obtained after having implemented the program, considering goals, processes and perceptions of both the employees taking part in it (those who contributed to this implementation) and the workers impacted by it (those whose actions were affected by this implementation). In order to establish the theoretical framework this study is based on, viewpoints of several authors working mainly in the field of Business and Administration were considered. Discussions were mainly centered on the configuration of departments such as trade marketing, on the distribution channels through which commercial activities of this type of industry are made possible, and on TQM itself and its evolution over the 20th and 21st centuries. Aiming at a more in-depth understanding of how these TQM programs in sales are undertaken, this research articulated different qualitative research approaches (the phenomenological study, case studies, and focus groups). To develop it, we used the data collection, with the participation of 15 companies. Regarding the motivations for implementing the program, the results achieved with the 15 companies through the phenomenological study allowed the identification of three main motivations: (i) increase of revenue, (ii) improvement of profitability, and (iii) a need to determine and evaluate the compliance of key processes. Regarding the method of implementation, we listed 12 aspects common to most of the analyzed programs, from the initiative arising from the company's leadership to the need for constant reviews to be carried out on it. Regarding the impacts, all participants agreed that the implementation of the TQM program in sales contributed to improving the result, revenue and execution of key processes. The results obtained through two case studies, in turn, demonstrated the demand for increased revenue without losing profitability in one of the companies and, in the other, the demand for increasing profitability without losing revenue - their main motivations. Regarding their methods of implementation, seven key processes were established in each of them, five of which were related to one another. Regarding the results, the implementation of the TQM program in sales in these two companies made it possible to achieve what they wanted, in addition to obtaining engagement and an excellent evaluation by almost all their employees. Finally, the results achieved through focus groups confirmed the success of TQM programs in sales among workers, who did not express the need for autonomy and / or any emancipatory intention in their workplace. Among the positive impressions they expressed, these workers feel more confident in performing their tasks due to the fact that the activities are now preset and standardized, another consequence of joining the program