Proposta de um modelo de mensuração do impacto de indicadores de desenvolvimento de mercado
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Manancial - Repositório Digital da UFSM |
Texto Completo: | http://repositorio.ufsm.br/handle/1/21043 |
Resumo: | The changes in society's behavior caused different market demands that intensified the competitiveness between organizations. Since market development strategies and actions play a fundamental role in attracting and retaining consumers, it appears that these generate a direct influence on the companies' financial results. In addition to creating and improving market development strategies and actions, carrying out procedures that measure the impact caused by these techniques is also necessary. The performance indicators, in turn, are monitoring variables that help in decision making and the preparation of action plans, so that they play an important role in measuring companies' performance. Thus, this study aims to propose a model for measuring the impact of market development indicators. After conducting systematic reviews that supported the main information for the execution of the research, a theoretical proposal of performance indicators was elaborated grouped in stages that segment the market development process. The theoretical proposal was validated by specialists in the market development area, according to the development of a research instrument that addressed the issues of acceptance or denial of the proposed steps and indicators. As soon as the proposal was ratified, the measurement model was applied in a company in the non-alcoholic beverages sector, in which the market development managers answered the questions regarding the ranking and the relationship between the established indicators. The MONNA software processed these responses and helped to measure the indicators. Consequently, the measurement results were evaluated. The study collaborates with existing research and provides a model that guides companies in their decisions and actions, so that it identifies the market development indicators most present in the current literature, dividing them into stages that represent the chronological order of the process market development. |
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Proposta de um modelo de mensuração do impacto de indicadores de desenvolvimento de mercadoProposal for a model for measuring the impact of market development indicatorsIndicadores de desempenhoDesenvolvimento de mercadoImpacto de indicadoresIndicatorsMarket developmentImpact of indicatorsCNPQ::ENGENHARIAS::ENGENHARIA DE PRODUCAOThe changes in society's behavior caused different market demands that intensified the competitiveness between organizations. Since market development strategies and actions play a fundamental role in attracting and retaining consumers, it appears that these generate a direct influence on the companies' financial results. In addition to creating and improving market development strategies and actions, carrying out procedures that measure the impact caused by these techniques is also necessary. The performance indicators, in turn, are monitoring variables that help in decision making and the preparation of action plans, so that they play an important role in measuring companies' performance. Thus, this study aims to propose a model for measuring the impact of market development indicators. After conducting systematic reviews that supported the main information for the execution of the research, a theoretical proposal of performance indicators was elaborated grouped in stages that segment the market development process. The theoretical proposal was validated by specialists in the market development area, according to the development of a research instrument that addressed the issues of acceptance or denial of the proposed steps and indicators. As soon as the proposal was ratified, the measurement model was applied in a company in the non-alcoholic beverages sector, in which the market development managers answered the questions regarding the ranking and the relationship between the established indicators. The MONNA software processed these responses and helped to measure the indicators. Consequently, the measurement results were evaluated. The study collaborates with existing research and provides a model that guides companies in their decisions and actions, so that it identifies the market development indicators most present in the current literature, dividing them into stages that represent the chronological order of the process market development.As estratégias e ações de desenvolvimento de mercado desempenham função fundamental para captação e retenção de consumidores, e desse modo geram influência nos resultados financeiros das companhias. Além de criar e aprimorar as estratégias e ações de desenvolvimento de mercado, a realização de procedimentos que mensurem o impacto causado por essas técnicas também é necessária. Os indicadores de desempenho, por sua vez, são variáveis de monitoramento que auxiliam na tomada de decisão e na elaboração de planos de ação, de modo que exercem importante função na mensuração de desempenho das companhias. Desse modo, este estudo possui como objetivo propor um modelo de mensuração do impacto de indicadores de desenvolvimento de mercado para aumentar o desempenho de organizações. Após a realização de revisões sistemáticas que embasaram as principais informações para a execução da pesquisa, foi elaborada uma proposta teórica de indicadores de desempenho agrupados em etapas que segmentam o processo de desenvolvimento de mercado. A proposta teórica foi validada por especialistas da área de desenvolvimento de mercado, conforme a elaboração de um instrumento de pesquisa que abordou questões relacionadas as etapas e indicadores propostas. Dessa forma, a pesquisa apresenta três etapas e dezoito indicadores de desenvolvimento de mercado desenvolvidos conforme artigos da literatura científica e percepções de especialistas da área. Assim que ratificada a proposta, o modelo de mensuração foi aplicado em duas empresas do setor de bebidas não alcoólicas, na qual funcionários da área de desenvolvimento de mercado responderam questões referentes ao impacto e a relação entre os indicadores estabelecidos. O software MONNA processou essas respostas e auxiliou na mensuração dos indicadores. Consequentemente, foi realizada a avaliação dos resultados da mensuração, de modo que os impactos dos indicadores denominados como Consumidores, Concorrentes, Market Share e Treinamento se destacaram. A pesquisa demonstra a relevância dos indicadores nas etapas em que estão inseridos, assim como a influência gerada entre indicadores de diferentes etapas. Dessa forma, o estudo colabora com as pesquisas existentes e fornece um modelo flexível e de auto diagnóstico que orienta as empresas em suas decisões, de modo que, identifica os indicadores de desenvolvimento de mercado de maior impacto, assim como os segmenta em estágios que representam a ordem cronológica do processo de desenvolvimento de mercado.Universidade Federal de Santa MariaBrasilEngenharia de ProduçãoUFSMPrograma de Pós-Graduação em Engenharia de ProduçãoCentro de TecnologiaSiluk, Julio Cezar Mairessehttp://lattes.cnpq.br/8315298509051752Neuenfeldt Júnior, Alvaro LuizVeiga, Claudimar Pereira daGerhardt, Vinícius Jaques2021-06-02T11:26:57Z2021-06-02T11:26:57Z2020-03-01info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://repositorio.ufsm.br/handle/1/21043porAttribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessreponame:Manancial - Repositório Digital da UFSMinstname:Universidade Federal de Santa Maria (UFSM)instacron:UFSM2021-06-03T06:01:34Zoai:repositorio.ufsm.br:1/21043Biblioteca Digital de Teses e Dissertaçõeshttps://repositorio.ufsm.br/ONGhttps://repositorio.ufsm.br/oai/requestatendimento.sib@ufsm.br||tedebc@gmail.comopendoar:2021-06-03T06:01:34Manancial - Repositório Digital da UFSM - Universidade Federal de Santa Maria (UFSM)false |
dc.title.none.fl_str_mv |
Proposta de um modelo de mensuração do impacto de indicadores de desenvolvimento de mercado Proposal for a model for measuring the impact of market development indicators |
title |
Proposta de um modelo de mensuração do impacto de indicadores de desenvolvimento de mercado |
spellingShingle |
Proposta de um modelo de mensuração do impacto de indicadores de desenvolvimento de mercado Gerhardt, Vinícius Jaques Indicadores de desempenho Desenvolvimento de mercado Impacto de indicadores Indicators Market development Impact of indicators CNPQ::ENGENHARIAS::ENGENHARIA DE PRODUCAO |
title_short |
Proposta de um modelo de mensuração do impacto de indicadores de desenvolvimento de mercado |
title_full |
Proposta de um modelo de mensuração do impacto de indicadores de desenvolvimento de mercado |
title_fullStr |
Proposta de um modelo de mensuração do impacto de indicadores de desenvolvimento de mercado |
title_full_unstemmed |
Proposta de um modelo de mensuração do impacto de indicadores de desenvolvimento de mercado |
title_sort |
Proposta de um modelo de mensuração do impacto de indicadores de desenvolvimento de mercado |
author |
Gerhardt, Vinícius Jaques |
author_facet |
Gerhardt, Vinícius Jaques |
author_role |
author |
dc.contributor.none.fl_str_mv |
Siluk, Julio Cezar Mairesse http://lattes.cnpq.br/8315298509051752 Neuenfeldt Júnior, Alvaro Luiz Veiga, Claudimar Pereira da |
dc.contributor.author.fl_str_mv |
Gerhardt, Vinícius Jaques |
dc.subject.por.fl_str_mv |
Indicadores de desempenho Desenvolvimento de mercado Impacto de indicadores Indicators Market development Impact of indicators CNPQ::ENGENHARIAS::ENGENHARIA DE PRODUCAO |
topic |
Indicadores de desempenho Desenvolvimento de mercado Impacto de indicadores Indicators Market development Impact of indicators CNPQ::ENGENHARIAS::ENGENHARIA DE PRODUCAO |
description |
The changes in society's behavior caused different market demands that intensified the competitiveness between organizations. Since market development strategies and actions play a fundamental role in attracting and retaining consumers, it appears that these generate a direct influence on the companies' financial results. In addition to creating and improving market development strategies and actions, carrying out procedures that measure the impact caused by these techniques is also necessary. The performance indicators, in turn, are monitoring variables that help in decision making and the preparation of action plans, so that they play an important role in measuring companies' performance. Thus, this study aims to propose a model for measuring the impact of market development indicators. After conducting systematic reviews that supported the main information for the execution of the research, a theoretical proposal of performance indicators was elaborated grouped in stages that segment the market development process. The theoretical proposal was validated by specialists in the market development area, according to the development of a research instrument that addressed the issues of acceptance or denial of the proposed steps and indicators. As soon as the proposal was ratified, the measurement model was applied in a company in the non-alcoholic beverages sector, in which the market development managers answered the questions regarding the ranking and the relationship between the established indicators. The MONNA software processed these responses and helped to measure the indicators. Consequently, the measurement results were evaluated. The study collaborates with existing research and provides a model that guides companies in their decisions and actions, so that it identifies the market development indicators most present in the current literature, dividing them into stages that represent the chronological order of the process market development. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-03-01 2021-06-02T11:26:57Z 2021-06-02T11:26:57Z |
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.uri.fl_str_mv |
http://repositorio.ufsm.br/handle/1/21043 |
url |
http://repositorio.ufsm.br/handle/1/21043 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.rights.driver.fl_str_mv |
Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/ info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/ |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Federal de Santa Maria Brasil Engenharia de Produção UFSM Programa de Pós-Graduação em Engenharia de Produção Centro de Tecnologia |
publisher.none.fl_str_mv |
Universidade Federal de Santa Maria Brasil Engenharia de Produção UFSM Programa de Pós-Graduação em Engenharia de Produção Centro de Tecnologia |
dc.source.none.fl_str_mv |
reponame:Manancial - Repositório Digital da UFSM instname:Universidade Federal de Santa Maria (UFSM) instacron:UFSM |
instname_str |
Universidade Federal de Santa Maria (UFSM) |
instacron_str |
UFSM |
institution |
UFSM |
reponame_str |
Manancial - Repositório Digital da UFSM |
collection |
Manancial - Repositório Digital da UFSM |
repository.name.fl_str_mv |
Manancial - Repositório Digital da UFSM - Universidade Federal de Santa Maria (UFSM) |
repository.mail.fl_str_mv |
atendimento.sib@ufsm.br||tedebc@gmail.com |
_version_ |
1805922066873974784 |