Inteligência competitiva, inovação e performance: proposta de modelo teórico

Menezes, Renata Giacomin; Muÿlder, Cristiana Fernandes De

doi:10.34117/bjdv6n1-046

BJD

2020

DOI: 10.34117/bjdv6n1-046

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Inteligência competitiva, inovação e performance: proposta de modelo teórico

Renata Giacomin Menezes

Cristiana Fernandes De Muÿlder

Abstract: Inteligência competitiva, inovação e performance: proposta de modelo teórico Competitive intelligence, innovation and performance: theoretical model proposal

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Cited by 4 publications

References 24 publications

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Processo de Gestão: Uma proposta de modelo para estratégia nas empresas na busca por obtenção de vantagem competitiva organizacional

Morais

Vidigal

2021

RSD

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O processo inovativo passa a ser essencial para as organizações, pois, agrega valor a produtos, processos e serviços mantendo a empresa no mercado e gerando vantagem competitiva, ciente disso as empresas buscam gerir cada vez mais novas ideias. Nesse contexto, a geração e gestão de ideias torna-se um fator necessário para o fomento da gestão organizacional em meio as altas competitividades e mercados cada vez mais acirrados. Este artigo objetiva apresentar o desenvolvimento de um modelo para a ampliação da vantagem competitiva organizacional que possibilite auxiliar e agregar valor as decisões nas organizações. Foi utilizada metodologia de referências bibliográficas em face a nova proposta. Foram utilizados também elementos gerenciais já existentes para dar base a esta nova proposta. A busca por inserção de novas ferramentas gerenciais passa a ser de extrema relevância no crescimento organizacional independentemente da organização a ser estudada ou aplicada, onde a busca pelo crescimento das pessoas envolvidas também deve ser levado em consideração estimulando as questões socio-ambientais.

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Processo de Gestão: Uma proposta de modelo para estratégia nas empresas na busca por obtenção de vantagem competitiva organizacional

Morais

Vidigal

2021

RSD

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Marketing Information and Marketing Intelligence

Mandal

2022

International Journal of Technology Diffusion

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Companies require understanding the needs, wants, and preferences of customers and generating relevant customer insights to serve them well. Customer insights can be generated only when companies have processes in place to collect marketing information and marketing intelligence. Companies collect marketing information from many and varied sources. They handle big data and extract insights. Companies manage marketing information with the help of marketing information systems. Marketing information systems help companies in assessment of information requirements, in developing the information, and in analyzing the information to generate customer insights. Companies collect competitive marketing intelligence to have a better understanding of competitors. Companies should adhere to ethical practices while collecting and analyzing marketing intelligence. Proper coordination and utilization of marketing information, marketing information systems, and marketing intelligence will help companies generate relevant customer insights, serve customers well, and achieve business excellence.

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The Roles of Customer Databases and Database Marketing in Marketing Intelligence

Mandal¹

2022

Journal of Business Ecosystems

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Customer databases and database marketing play important roles in marketing intelligence and in building and developing customer relationships for organizations. Development of customer databases and performing database marketing are made possible mainly by the advancements in information technology. The study discusses various aspects of customer databases and database marketing and their roles in marketing intelligence and in building customer relationships. It discusses the ways in which companies can use customer databases effectively to achieve the best results. The study discusses the issues of database marketing, ways of overcoming them, internal changes in an organization required for the implementation of database marketing, and emphasizes that maintenance of customer databases and performing database marketing are not the solutions to every problem in building customer relationships. It will help practitioners and researchers in finding a direction for generating customer insights, achieving the goals in relationship management, and in achieving business excellence.

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Inteligência competitiva, inovação e performance: proposta de modelo teórico

Abstract: Inteligência competitiva, inovação e performance: proposta de modelo teórico Competitive intelligence, innovation and performance: theoretical model proposal

Cited by 4 publications

References 24 publications

Processo de Gestão: Uma proposta de modelo para estratégia nas empresas na busca por obtenção de vantagem competitiva organizacional

Processo de Gestão: Uma proposta de modelo para estratégia nas empresas na busca por obtenção de vantagem competitiva organizacional

Marketing Information and Marketing Intelligence

The Roles of Customer Databases and Database Marketing in Marketing Intelligence

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