PROPOSITIONS FOR CONFLICTS BETWEEN MARKETING AND PRODUCTION AIMED AT CLIENT SERVICE: A CASE STUDY AT AN AUTO PARTS COMPANY

Detalhes bibliográficos
Autor(a) principal: Fernandes, Luiz Antonio
Data de Publicação: 2013
Tipo de documento: Artigo
Idioma: por
Título da fonte: REAd (Porto Alegre. Online)
Texto Completo: https://seer.ufrgs.br/index.php/read/article/view/41567
Resumo: The goal of this article is to reflect on the difficulties companies face in handling the conflicts of interest between the departments of marketing and production, generated when on one side we have the marketing focusing on the client service and on the other side we have the production prioritizing the productivity. Furthermore we shall analyze the evolution of the client service in competitive fields where those kinds of conflicts are common. In order to study such problems it was considered the market of car parts suppliers to Brazilian car assembly plants through a study in a supplying company, which adopted a restructuring process and defined a logistics area to minimize the conflicts. The concept of evaluation criteria will be defined, and their evolution on the market in the last years will be studied as well. To conclude, the solutions adopted by the company researched and the improvements achieved in the client service process will be analyzed.
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spelling PROPOSITIONS FOR CONFLICTS BETWEEN MARKETING AND PRODUCTION AIMED AT CLIENT SERVICE: A CASE STUDY AT AN AUTO PARTS COMPANYPROPOSICIONES PARA LA RESOLUCIÓN DE CONFLICTOS ENTRE MARKETING Y PRODUCCIÓN OBJEIVANDO LA ATENCIÓN A LOS CLIENTES: UN ESTUDIO DE CASO EN UN EMPRESA DE PIEZAS PARA AUTOMÓVILESPROPOSIÇÕES PARA OS CONFLITOS ENTRE MARKETING E PRODUÇÃO VISANDO O ATENDIMENTO AOS CLIENTES: UM ESTUDO DE CASO EM UMA EMPRESA DE AUTOPEÇASCriteria of evaluationlogisticsmarketingautomobile industriesinformation systemCriterios de evaluaciónlogísticamarketingindustrias automovilísticassistemas de informaciónCritérios de avaliaçãologísticamarketingindústrias automobilísticassistemas de informação The goal of this article is to reflect on the difficulties companies face in handling the conflicts of interest between the departments of marketing and production, generated when on one side we have the marketing focusing on the client service and on the other side we have the production prioritizing the productivity. Furthermore we shall analyze the evolution of the client service in competitive fields where those kinds of conflicts are common. In order to study such problems it was considered the market of car parts suppliers to Brazilian car assembly plants through a study in a supplying company, which adopted a restructuring process and defined a logistics area to minimize the conflicts. The concept of evaluation criteria will be defined, and their evolution on the market in the last years will be studied as well. To conclude, the solutions adopted by the company researched and the improvements achieved in the client service process will be analyzed. El objetivo de este artículo es reflecionar sobre las dificultades de las empresas para administrar los conflictos de intereses entre los sectores de marketing y producción, generados por el enfoque de atención a los clientes por parte del sector de marketing frente al enfoque de la producción, cuya priroridad es la productividad. Además de este aspecto, analizaremos la evolución de la atención a los clientes en ambientes competitivos, en los que son comunes este tipo de conflictos. Para el análisis de dichos problemas, se utilizó el mercado de proveedores de piezas para automóviles para las montadoras brasileñas, a través del estudio de una empresa proveedora que, al buscar disminuir los conflictos, adoptó un proceso de reestructuración para el área de logistica. Se definirá el concepto de criterios de evaluación, se estudiará la evolución de los mismos en dcho mercado en los últimos años y, finalmente, se analizarán las soluciones llevadas a cabo por la empresa investigada y las mejoras logradas en el proceso de atención al cliente. O objetivo deste artigo é refletir sobre as dificuldades nas empresas em administrar os conflitos de interesses entre os setores de marketing e produção, gerados quando de um lado temos marketing focalizando o atendimento aos clientes, e do outro lado temos a produção, priorizando a produtividade. Além disso, analisaremos a evolução do atendimento aos clientes em ambientes competitivos, onde sejam comuns esses tipos de conflitos. Para estudar tais problemas foi utilizado o mercado de fornecedores de autopeças para as montadoras brasileiras, através de um estudo em uma empresa fornecedora, que procurando minimizar os conflitos, adotou um processo de reestruturação para uma área de logística. Será definido o conceito de critérios de avaliação, estudado a evolução dos mesmos nesse mercado nos últimos anos, e finalizando serão analisadas as soluções adotadas pela empresa pesquisada e as melhorias conseguidas no processo de atendimento aos clientes. Universidade Federal do Rio Grande do Sul2013-08-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionscientific articleartículo científicoAvaliado pelos paresartigo científicoapplication/pdfhttps://seer.ufrgs.br/index.php/read/article/view/41567Electronic Review of Administration; Vol. 10 No. 5 (2004): Edição 41 - set/out 2004Revista Electrónica de Administración; Vol. 10 Núm. 5 (2004): Edição 41 - set/out 2004Revista Eletrônica de Administração; v. 10 n. 5 (2004): Edição 41 - set/out 20041413-23111980-4164reponame:REAd (Porto Alegre. Online)instname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSporhttps://seer.ufrgs.br/index.php/read/article/view/41567/26388Fernandes, Luiz Antonioinfo:eu-repo/semantics/openAccess2013-08-06T14:51:58Zoai:seer.ufrgs.br:article/41567Revistahttp://seer.ufrgs.br/index.php/read/indexPUBhttps://seer.ufrgs.br/read/oaiea_read@ufrgs.br1413-23111413-2311opendoar:2013-08-06T14:51:58REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS)false
dc.title.none.fl_str_mv PROPOSITIONS FOR CONFLICTS BETWEEN MARKETING AND PRODUCTION AIMED AT CLIENT SERVICE: A CASE STUDY AT AN AUTO PARTS COMPANY
PROPOSICIONES PARA LA RESOLUCIÓN DE CONFLICTOS ENTRE MARKETING Y PRODUCCIÓN OBJEIVANDO LA ATENCIÓN A LOS CLIENTES: UN ESTUDIO DE CASO EN UN EMPRESA DE PIEZAS PARA AUTOMÓVILES
PROPOSIÇÕES PARA OS CONFLITOS ENTRE MARKETING E PRODUÇÃO VISANDO O ATENDIMENTO AOS CLIENTES: UM ESTUDO DE CASO EM UMA EMPRESA DE AUTOPEÇAS
title PROPOSITIONS FOR CONFLICTS BETWEEN MARKETING AND PRODUCTION AIMED AT CLIENT SERVICE: A CASE STUDY AT AN AUTO PARTS COMPANY
spellingShingle PROPOSITIONS FOR CONFLICTS BETWEEN MARKETING AND PRODUCTION AIMED AT CLIENT SERVICE: A CASE STUDY AT AN AUTO PARTS COMPANY
Fernandes, Luiz Antonio
Criteria of evaluation
logistics
marketing
automobile industries
information system
Criterios de evaluación
logística
marketing
industrias automovilísticas
sistemas de información
Critérios de avaliação
logística
marketing
indústrias automobilísticas
sistemas de informação
title_short PROPOSITIONS FOR CONFLICTS BETWEEN MARKETING AND PRODUCTION AIMED AT CLIENT SERVICE: A CASE STUDY AT AN AUTO PARTS COMPANY
title_full PROPOSITIONS FOR CONFLICTS BETWEEN MARKETING AND PRODUCTION AIMED AT CLIENT SERVICE: A CASE STUDY AT AN AUTO PARTS COMPANY
title_fullStr PROPOSITIONS FOR CONFLICTS BETWEEN MARKETING AND PRODUCTION AIMED AT CLIENT SERVICE: A CASE STUDY AT AN AUTO PARTS COMPANY
title_full_unstemmed PROPOSITIONS FOR CONFLICTS BETWEEN MARKETING AND PRODUCTION AIMED AT CLIENT SERVICE: A CASE STUDY AT AN AUTO PARTS COMPANY
title_sort PROPOSITIONS FOR CONFLICTS BETWEEN MARKETING AND PRODUCTION AIMED AT CLIENT SERVICE: A CASE STUDY AT AN AUTO PARTS COMPANY
author Fernandes, Luiz Antonio
author_facet Fernandes, Luiz Antonio
author_role author
dc.contributor.author.fl_str_mv Fernandes, Luiz Antonio
dc.subject.por.fl_str_mv Criteria of evaluation
logistics
marketing
automobile industries
information system
Criterios de evaluación
logística
marketing
industrias automovilísticas
sistemas de información
Critérios de avaliação
logística
marketing
indústrias automobilísticas
sistemas de informação
topic Criteria of evaluation
logistics
marketing
automobile industries
information system
Criterios de evaluación
logística
marketing
industrias automovilísticas
sistemas de información
Critérios de avaliação
logística
marketing
indústrias automobilísticas
sistemas de informação
description The goal of this article is to reflect on the difficulties companies face in handling the conflicts of interest between the departments of marketing and production, generated when on one side we have the marketing focusing on the client service and on the other side we have the production prioritizing the productivity. Furthermore we shall analyze the evolution of the client service in competitive fields where those kinds of conflicts are common. In order to study such problems it was considered the market of car parts suppliers to Brazilian car assembly plants through a study in a supplying company, which adopted a restructuring process and defined a logistics area to minimize the conflicts. The concept of evaluation criteria will be defined, and their evolution on the market in the last years will be studied as well. To conclude, the solutions adopted by the company researched and the improvements achieved in the client service process will be analyzed.
publishDate 2013
dc.date.none.fl_str_mv 2013-08-01
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
scientific article
artículo científico
Avaliado pelos pares
artigo científico
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://seer.ufrgs.br/index.php/read/article/view/41567
url https://seer.ufrgs.br/index.php/read/article/view/41567
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://seer.ufrgs.br/index.php/read/article/view/41567/26388
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal do Rio Grande do Sul
publisher.none.fl_str_mv Universidade Federal do Rio Grande do Sul
dc.source.none.fl_str_mv Electronic Review of Administration; Vol. 10 No. 5 (2004): Edição 41 - set/out 2004
Revista Electrónica de Administración; Vol. 10 Núm. 5 (2004): Edição 41 - set/out 2004
Revista Eletrônica de Administração; v. 10 n. 5 (2004): Edição 41 - set/out 2004
1413-2311
1980-4164
reponame:REAd (Porto Alegre. Online)
instname:Universidade Federal do Rio Grande do Sul (UFRGS)
instacron:UFRGS
instname_str Universidade Federal do Rio Grande do Sul (UFRGS)
instacron_str UFRGS
institution UFRGS
reponame_str REAd (Porto Alegre. Online)
collection REAd (Porto Alegre. Online)
repository.name.fl_str_mv REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS)
repository.mail.fl_str_mv ea_read@ufrgs.br
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