A relação entre business intelligence e o processo de inovação no mercado de cartões de crédito brasileiro: um estudo de caso
Autor(a) principal: | |
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Data de Publicação: | 2011 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Repositório Institucional do FGV (FGV Repositório Digital) |
Texto Completo: | http://hdl.handle.net/10438/9026 |
Resumo: | Business Intelligence tools play an important role in companies since it provides information for decision making. Innovation leads companies to competitive advantage. The innovation process is complex and it depends on many factors like regulatory issues, consumer trends and new tecnologies. Brazilian credit card´s market is growing at a fast pace, combining increasingly concentration among few players and broad product offering. So, this research is about how Business Intelligence tools interact with innovation process at the brazilian credit card´s market. Case study was selected as research methodology and it was applied on a credit card issuer with relevant presence in Brazilian market. This research is based on interviews with executives from several departments and Business Iintelligence tools assessment. It is proposed one main matrix regarding the interaction between innovation and Business Intelligence tools. The conclusion is that Business Intelligence tools can affect directly the innovation, specially when used to design features like price, segments and rewards programs. When BI tools are used just as a trigger to discussions regarding new strategies or market gaps, we say that is an indirect connection between innovation and Business Intelligence tools. |
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Conde, Diogo Matheus RubioEscolas::EAESPPetrini, Maira de CassiaBader, MarcosDiniz, Eduardo Henrique2012-01-17T13:13:16Z2012-01-17T13:13:16Z2011-12-14CONDE, Diogo Matheus Rubio. A relação entre business intelligence e o processo de inovação no mercado de cartões de crédito brasileiro: um estudo de caso. Dissertação (Mestrado Profissional em Administração de Empresas) - FGV - Fundação Getúlio Vargas, São Paulo, 2011.http://hdl.handle.net/10438/9026Business Intelligence tools play an important role in companies since it provides information for decision making. Innovation leads companies to competitive advantage. The innovation process is complex and it depends on many factors like regulatory issues, consumer trends and new tecnologies. Brazilian credit card´s market is growing at a fast pace, combining increasingly concentration among few players and broad product offering. So, this research is about how Business Intelligence tools interact with innovation process at the brazilian credit card´s market. Case study was selected as research methodology and it was applied on a credit card issuer with relevant presence in Brazilian market. This research is based on interviews with executives from several departments and Business Iintelligence tools assessment. It is proposed one main matrix regarding the interaction between innovation and Business Intelligence tools. The conclusion is that Business Intelligence tools can affect directly the innovation, specially when used to design features like price, segments and rewards programs. When BI tools are used just as a trigger to discussions regarding new strategies or market gaps, we say that is an indirect connection between innovation and Business Intelligence tools.As ferramentas de Business Intelligence se tornaram elemento importante no contexto organizacional em função de fornecerem às empresas informações necessárias para o processo decisório. Para garantir vantagem competitiva perante os concorrentes, as empresas buscam inovar. O processo atrelado ao fenômeno da inovação é complexo e depende de uma série de fatores, tais como regulação, pressão do consumidor e tecnologia. O mercado de cartões de crédito no Brasil cresce em ritmo acelerado, com recente concentração em poucos competidores e grande variedade de produtos ofertados. Assim dito, a presente pesquisa busca analisar de que maneira o ferramental de BI se relaciona com o processo de inovação no setor de cartões de crédito brasileiro. O método de pesquisa escolhido foi o estudo de caso, realizado em uma empresa emissora de cartões de crédito com tradição no mercado. A partir de entrevistas semi-estruturadas com executivos de diversas áreas, de coleta de documentação existente e estudo das ferramentas de BI aplicadas no caso, propõe-se uma matriz da relação entre as ferramentas de BI e inovação. Como resultado conclui-se que as ferramentas de BI podem influenciar diretamente o processo de inovação, definindo novos atributos de preço, segmentos e programas de incentivo, ou indiretamente, servindo somente como insumo para discussões, identificação de gaps e formulação de estratégias, tendo uma relação indireta com o processo de inovação.porBusiness intelligenceFerramental de BIInovaçãoProcesso de inovaçãoAdministração de empresasCartões de créditoProcesso decisórioAdministração bancáriaVantagem competitivaBancos - Inovações tecnológicasA relação entre business intelligence e o processo de inovação no mercado de cartões de crédito brasileiro: um estudo de casoinfo: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/openAccessORIGINALMPA - A relação entre BI e Inovação no Mercado de Cartões.pdfMPA - A relação entre BI e 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dc.title.por.fl_str_mv |
A relação entre business intelligence e o processo de inovação no mercado de cartões de crédito brasileiro: um estudo de caso |
title |
A relação entre business intelligence e o processo de inovação no mercado de cartões de crédito brasileiro: um estudo de caso |
spellingShingle |
A relação entre business intelligence e o processo de inovação no mercado de cartões de crédito brasileiro: um estudo de caso Conde, Diogo Matheus Rubio Business intelligence Ferramental de BI Inovação Processo de inovação Administração de empresas Cartões de crédito Processo decisório Administração bancária Vantagem competitiva Bancos - Inovações tecnológicas |
title_short |
A relação entre business intelligence e o processo de inovação no mercado de cartões de crédito brasileiro: um estudo de caso |
title_full |
A relação entre business intelligence e o processo de inovação no mercado de cartões de crédito brasileiro: um estudo de caso |
title_fullStr |
A relação entre business intelligence e o processo de inovação no mercado de cartões de crédito brasileiro: um estudo de caso |
title_full_unstemmed |
A relação entre business intelligence e o processo de inovação no mercado de cartões de crédito brasileiro: um estudo de caso |
title_sort |
A relação entre business intelligence e o processo de inovação no mercado de cartões de crédito brasileiro: um estudo de caso |
author |
Conde, Diogo Matheus Rubio |
author_facet |
Conde, Diogo Matheus Rubio |
author_role |
author |
dc.contributor.unidadefgv.por.fl_str_mv |
Escolas::EAESP |
dc.contributor.member.none.fl_str_mv |
Petrini, Maira de Cassia Bader, Marcos |
dc.contributor.author.fl_str_mv |
Conde, Diogo Matheus Rubio |
dc.contributor.advisor1.fl_str_mv |
Diniz, Eduardo Henrique |
contributor_str_mv |
Diniz, Eduardo Henrique |
dc.subject.eng.fl_str_mv |
Business intelligence |
topic |
Business intelligence Ferramental de BI Inovação Processo de inovação Administração de empresas Cartões de crédito Processo decisório Administração bancária Vantagem competitiva Bancos - Inovações tecnológicas |
dc.subject.por.fl_str_mv |
Ferramental de BI Inovação Processo de inovação |
dc.subject.area.por.fl_str_mv |
Administração de empresas |
dc.subject.bibliodata.por.fl_str_mv |
Cartões de crédito Processo decisório Administração bancária Vantagem competitiva Bancos - Inovações tecnológicas |
description |
Business Intelligence tools play an important role in companies since it provides information for decision making. Innovation leads companies to competitive advantage. The innovation process is complex and it depends on many factors like regulatory issues, consumer trends and new tecnologies. Brazilian credit card´s market is growing at a fast pace, combining increasingly concentration among few players and broad product offering. So, this research is about how Business Intelligence tools interact with innovation process at the brazilian credit card´s market. Case study was selected as research methodology and it was applied on a credit card issuer with relevant presence in Brazilian market. This research is based on interviews with executives from several departments and Business Iintelligence tools assessment. It is proposed one main matrix regarding the interaction between innovation and Business Intelligence tools. The conclusion is that Business Intelligence tools can affect directly the innovation, specially when used to design features like price, segments and rewards programs. When BI tools are used just as a trigger to discussions regarding new strategies or market gaps, we say that is an indirect connection between innovation and Business Intelligence tools. |
publishDate |
2011 |
dc.date.issued.fl_str_mv |
2011-12-14 |
dc.date.accessioned.fl_str_mv |
2012-01-17T13:13:16Z |
dc.date.available.fl_str_mv |
2012-01-17T13:13:16Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
CONDE, Diogo Matheus Rubio. A relação entre business intelligence e o processo de inovação no mercado de cartões de crédito brasileiro: um estudo de caso. Dissertação (Mestrado Profissional em Administração de Empresas) - FGV - Fundação Getúlio Vargas, São Paulo, 2011. |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10438/9026 |
identifier_str_mv |
CONDE, Diogo Matheus Rubio. A relação entre business intelligence e o processo de inovação no mercado de cartões de crédito brasileiro: um estudo de caso. Dissertação (Mestrado Profissional em Administração de Empresas) - FGV - Fundação Getúlio Vargas, São Paulo, 2011. |
url |
http://hdl.handle.net/10438/9026 |
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por |
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por |
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info:eu-repo/semantics/openAccess |
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openAccess |
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FGV |
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Repositório Institucional do FGV (FGV Repositório Digital) |
bitstream.url.fl_str_mv |
https://repositorio.fgv.br/bitstreams/ab6bd17d-bba6-4903-86db-ba6531bd1552/download https://repositorio.fgv.br/bitstreams/05b47b45-6742-4519-bb2b-cf4c37167f4a/download https://repositorio.fgv.br/bitstreams/47fbc4f4-607e-43db-a421-15c5f8321b38/download https://repositorio.fgv.br/bitstreams/34ca800b-dd79-484b-8336-3295625c335f/download |
bitstream.checksum.fl_str_mv |
e50247ec81f35f6e59d5b95c78a1d344 dfb340242cced38a6cca06c627998fa1 2679a2cdfcd1727659a4962121f55a8a 82658c31d8296907e6774c027ca088c6 |
bitstream.checksumAlgorithm.fl_str_mv |
MD5 MD5 MD5 MD5 |
repository.name.fl_str_mv |
Repositório Institucional do FGV (FGV Repositório Digital) - Fundação Getulio Vargas (FGV) |
repository.mail.fl_str_mv |
|
_version_ |
1810024052848328704 |