A influência das características tecnológicas, organizacionais e ambientais na adoção do CRM pelas startups
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Repositório Institucional da UFS |
Texto Completo: | https://ri.ufs.br/jspui/handle/riufs/17981 |
Resumo: | The growth of the startup market promotes an increase in innovation in products and services, making the market even more modern. To make possible an advance in the technology used by them and acquire more and more investments for their expansion, it is essential to have a Customer Relationship Management (CRM) in order to reach and retain more customers. Therefore, it is important to understand what is necessary for the consumer, what his profile is, and to promote ways to achieve a high performance in the quality of the relationship between him and the startup. To this end, this study has as its general objective to understand the adoption of CRM in Brazilian startups through the framework of Technology, Organization and Environment (TOE). And as specific objectives it seeks to understand what and how technological, organizational and environmental characteristics contribute to the adoption of CRM in Brazilian startups. In relation to the methodological procedures, the research is qualitative in nature, and of the exploratory type. The strategy used is multiple case study carried out in eight startups based on previously established criteria. As a source of evidence, documents and semi-structured interviews with employees who work directly with CRM were used. And for treatment of evidence analysis, the technique adopted was content analysis. The results show that most startups believe to be important in the adoption of CRM the technological characteristics: perceived and relative advantage; compatibility; observability; security; quality and data integration; the organizational characteristics: financial resources and knowledge of employees; the environmental characteristics: competitive and customer pressure. While in the technology characteristic: the trialability and in the organizational characteristic: the top management support did not have so much importance for most of the selected startups regarding the CRM adoption. As a contribution, the insights generated in this dissertation can guide further research on innovation and technology in the context of startups with the use of CRM based on the TOE framework. |
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Souza, Érica Wisnheski deFranca, Veruschka Vieira2023-08-01T00:13:25Z2023-08-01T00:13:25Z2023-04-26SOUZA, Érica Wisnheski de. A influência das características tecnológicas, organizacionais e ambientais na adoção do CRM pelas startups. 2023. 158 f. Dissertação (Mestrado em Administração) - Universidade Federal de Sergipe, São Cristóvão, 2023https://ri.ufs.br/jspui/handle/riufs/17981The growth of the startup market promotes an increase in innovation in products and services, making the market even more modern. To make possible an advance in the technology used by them and acquire more and more investments for their expansion, it is essential to have a Customer Relationship Management (CRM) in order to reach and retain more customers. Therefore, it is important to understand what is necessary for the consumer, what his profile is, and to promote ways to achieve a high performance in the quality of the relationship between him and the startup. To this end, this study has as its general objective to understand the adoption of CRM in Brazilian startups through the framework of Technology, Organization and Environment (TOE). And as specific objectives it seeks to understand what and how technological, organizational and environmental characteristics contribute to the adoption of CRM in Brazilian startups. In relation to the methodological procedures, the research is qualitative in nature, and of the exploratory type. The strategy used is multiple case study carried out in eight startups based on previously established criteria. As a source of evidence, documents and semi-structured interviews with employees who work directly with CRM were used. And for treatment of evidence analysis, the technique adopted was content analysis. The results show that most startups believe to be important in the adoption of CRM the technological characteristics: perceived and relative advantage; compatibility; observability; security; quality and data integration; the organizational characteristics: financial resources and knowledge of employees; the environmental characteristics: competitive and customer pressure. While in the technology characteristic: the trialability and in the organizational characteristic: the top management support did not have so much importance for most of the selected startups regarding the CRM adoption. As a contribution, the insights generated in this dissertation can guide further research on innovation and technology in the context of startups with the use of CRM based on the TOE framework.O crescimento do mercado das startups promove um aumento da inovação em produtos e serviços tornando o mercado ainda mais moderno. Para que seja possível um avanço da tecnologia utilizada por elas e adquirir cada vez mais investimentos para a sua expansão, é indispensável ter uma Gestão de Relacionamento com o Cliente (CRM) de forma a alcançar e reter mais clientes. Portanto, é importante entender o que é necessário para o consumidor, qual o perfil dele e promover formas de alcançar uma alta performance na qualidade do relacionamento entre ele e a startup. Para isso, o presente estudo tem como objetivo geral compreender a adoção de CRM em startups brasileiras através do framework de Tecnologia, Organização e Ambiente (TOE). E como objetivos específicos busca compreender quais e como as características tecnológicas, organizacionais e ambientais contribuem para adoção do CRM em startups brasileiras. Em relação aos procedimentos metodológicos, a pesquisa é de natureza qualitativa, e do tipo exploratória. A estratégia utilizada é estudo de casos múltiplos realizada em oito startups com base em critérios previamente estabelecidos. Como fonte de evidências, foram utilizados documentos e entrevistas semiestruturadas com funcionários que trabalham diretamente com CRM. E para tratamento de análise das evidências, a técnica adotada foi a de análise de conteúdo. Os resultados mostram que a maior parte das startups acreditam ser importante na adoção do CRM as características tecnológicas: vantagem percebida e relativa; compatibilidade; observabilidade; segurança; qualidade e integração de dados; as características organizacionais: recursos financeiros e conhecimento dos funcionários; as características ambientais: pressão competitiva e do cliente. Enquanto na característica tecnológica: a experimentabilidade e na característica organizacional: o suporte da alta administração não tiveram tanta importância para a maior parte das startups selecionadas em relação a adoção do CRM. Como contribuição, os insights gerados nesta dissertação podem orientar novas pesquisas de inovação e tecnologia no contexto de startups com a utilização do CRM com base no framework TOE.Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPESSão CristóvãoporGestão de Relacionamento com o Cliente (CRM)Tecnologia, Organização e Ambiente (TOE)InovaçãoAdoção de TecnologiaStartupInnovationTechnology AdoptionCustomer Relationship Management (CRM)Technology, Organization and Environment (TOE)CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOA influência das características tecnológicas, organizacionais e ambientais na adoção do CRM pelas startupsinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisPós-Graduação em AdministraçãoUniversidade Federal de Sergipe (UFS)reponame:Repositório Institucional da UFSinstname:Universidade Federal de Sergipe (UFS)instacron:UFSinfo:eu-repo/semantics/openAccessLICENSElicense.txtlicense.txttext/plain; charset=utf-81475https://ri.ufs.br/jspui/bitstream/riufs/17981/1/license.txt098cbbf65c2c15e1fb2e49c5d306a44cMD51ORIGINALÉRICA_WISNHESKI_DE_SOUZA.pdfÉRICA_WISNHESKI_DE_SOUZA.pdfapplication/pdf2420632https://ri.ufs.br/jspui/bitstream/riufs/17981/2/%c3%89RICA_WISNHESKI_DE_SOUZA.pdf096c36a32a1f60a785f5ae5cb6d59ba5MD52TEXTÉRICA_WISNHESKI_DE_SOUZA.pdf.txtÉRICA_WISNHESKI_DE_SOUZA.pdf.txtExtracted texttext/plain362026https://ri.ufs.br/jspui/bitstream/riufs/17981/3/%c3%89RICA_WISNHESKI_DE_SOUZA.pdf.txt1b71c231ea1099a00c04defd89ef303bMD53THUMBNAILÉRICA_WISNHESKI_DE_SOUZA.pdf.jpgÉRICA_WISNHESKI_DE_SOUZA.pdf.jpgGenerated Thumbnailimage/jpeg1267https://ri.ufs.br/jspui/bitstream/riufs/17981/4/%c3%89RICA_WISNHESKI_DE_SOUZA.pdf.jpg728985435fba694eb8680aa549f93988MD54riufs/179812023-08-14 17:04:33.448oai:ufs.br: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Repositório InstitucionalPUBhttps://ri.ufs.br/oai/requestrepositorio@academico.ufs.bropendoar:2023-08-14T20:04:33Repositório Institucional da UFS - Universidade Federal de Sergipe (UFS)false |
dc.title.pt_BR.fl_str_mv |
A influência das características tecnológicas, organizacionais e ambientais na adoção do CRM pelas startups |
title |
A influência das características tecnológicas, organizacionais e ambientais na adoção do CRM pelas startups |
spellingShingle |
A influência das características tecnológicas, organizacionais e ambientais na adoção do CRM pelas startups Souza, Érica Wisnheski de Gestão de Relacionamento com o Cliente (CRM) Tecnologia, Organização e Ambiente (TOE) Inovação Adoção de Tecnologia Startup Innovation Technology Adoption Customer Relationship Management (CRM) Technology, Organization and Environment (TOE) CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
title_short |
A influência das características tecnológicas, organizacionais e ambientais na adoção do CRM pelas startups |
title_full |
A influência das características tecnológicas, organizacionais e ambientais na adoção do CRM pelas startups |
title_fullStr |
A influência das características tecnológicas, organizacionais e ambientais na adoção do CRM pelas startups |
title_full_unstemmed |
A influência das características tecnológicas, organizacionais e ambientais na adoção do CRM pelas startups |
title_sort |
A influência das características tecnológicas, organizacionais e ambientais na adoção do CRM pelas startups |
author |
Souza, Érica Wisnheski de |
author_facet |
Souza, Érica Wisnheski de |
author_role |
author |
dc.contributor.author.fl_str_mv |
Souza, Érica Wisnheski de |
dc.contributor.advisor1.fl_str_mv |
Franca, Veruschka Vieira |
contributor_str_mv |
Franca, Veruschka Vieira |
dc.subject.por.fl_str_mv |
Gestão de Relacionamento com o Cliente (CRM) Tecnologia, Organização e Ambiente (TOE) Inovação Adoção de Tecnologia |
topic |
Gestão de Relacionamento com o Cliente (CRM) Tecnologia, Organização e Ambiente (TOE) Inovação Adoção de Tecnologia Startup Innovation Technology Adoption Customer Relationship Management (CRM) Technology, Organization and Environment (TOE) CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
dc.subject.eng.fl_str_mv |
Startup Innovation Technology Adoption Customer Relationship Management (CRM) Technology, Organization and Environment (TOE) |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
description |
The growth of the startup market promotes an increase in innovation in products and services, making the market even more modern. To make possible an advance in the technology used by them and acquire more and more investments for their expansion, it is essential to have a Customer Relationship Management (CRM) in order to reach and retain more customers. Therefore, it is important to understand what is necessary for the consumer, what his profile is, and to promote ways to achieve a high performance in the quality of the relationship between him and the startup. To this end, this study has as its general objective to understand the adoption of CRM in Brazilian startups through the framework of Technology, Organization and Environment (TOE). And as specific objectives it seeks to understand what and how technological, organizational and environmental characteristics contribute to the adoption of CRM in Brazilian startups. In relation to the methodological procedures, the research is qualitative in nature, and of the exploratory type. The strategy used is multiple case study carried out in eight startups based on previously established criteria. As a source of evidence, documents and semi-structured interviews with employees who work directly with CRM were used. And for treatment of evidence analysis, the technique adopted was content analysis. The results show that most startups believe to be important in the adoption of CRM the technological characteristics: perceived and relative advantage; compatibility; observability; security; quality and data integration; the organizational characteristics: financial resources and knowledge of employees; the environmental characteristics: competitive and customer pressure. While in the technology characteristic: the trialability and in the organizational characteristic: the top management support did not have so much importance for most of the selected startups regarding the CRM adoption. As a contribution, the insights generated in this dissertation can guide further research on innovation and technology in the context of startups with the use of CRM based on the TOE framework. |
publishDate |
2023 |
dc.date.accessioned.fl_str_mv |
2023-08-01T00:13:25Z |
dc.date.available.fl_str_mv |
2023-08-01T00:13:25Z |
dc.date.issued.fl_str_mv |
2023-04-26 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
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masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
SOUZA, Érica Wisnheski de. A influência das características tecnológicas, organizacionais e ambientais na adoção do CRM pelas startups. 2023. 158 f. Dissertação (Mestrado em Administração) - Universidade Federal de Sergipe, São Cristóvão, 2023 |
dc.identifier.uri.fl_str_mv |
https://ri.ufs.br/jspui/handle/riufs/17981 |
identifier_str_mv |
SOUZA, Érica Wisnheski de. A influência das características tecnológicas, organizacionais e ambientais na adoção do CRM pelas startups. 2023. 158 f. Dissertação (Mestrado em Administração) - Universidade Federal de Sergipe, São Cristóvão, 2023 |
url |
https://ri.ufs.br/jspui/handle/riufs/17981 |
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por |
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openAccess |
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Pós-Graduação em Administração |
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Universidade Federal de Sergipe (UFS) |
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