A inovaÃÃo de produtos sob a Ãtica do CRM : um estudo de caso

AUTOR(ES)
DATA DE PUBLICAÇÃO

2005

RESUMO

This dissertation analyzed the influence of a customer relationship management (CRM) project implementation on the operational processes of product innovation. This research aimed to describe the motivation elements that made the upper management to implement the CRM project, the changes in the product innovation process, the practical effects to the portfolio of products and the operational difficulties related to the project. This case study took place at one of the largest Brazilian companies in the security industry which has been implementing itâs CRM project since 2002. Three cycles of interviews were conducted with the key people involved in the companyâs innovation process â one director, nine top managers and tree analysts, giving a longitudinal view. An interview guide was developed based on the literature review in the areas of innovation, organizational change, relationship marketing, information technology, and CRM. Data were analyzed using content and lexical analysis. Despite its innovative and entrepreneurial spirit, the longitudinal view of this research showed that the changes in the innovation process are still low. Although the innovation process in the organization was not perceived as formal and structured, and without a real involvement of its clients, the CRM project had already given a decisive support to at least tree new products in the last four months

ASSUNTO(S)

crm mudanÃa organizacional e ti crm administracao product innovation inovaÃÃo de produtos organizational change and it relationship relacionamento

ACESSO AO ARTIGO

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