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Os efeitos da integra????o das ??reas de marketing e opera????es para as organiza????es

By Juliana L??cia Accordi Ferrari Dal Piaz

Abstract

Apesar da evidente relev??ncia da integra????o entre diferentes ??reas funcionais, raros s??o os trabalhos que contemplam os efeitos dessa integra????o sobre o desempenho das organiza????es. O enfoque mais freq??ente diz respeito ?? natureza dos conflitos existentes, ?? an??lise das barreiras que dificultam a integra????o ou aos mecanismos que facilitam a sua ocorr??ncia. Este trabalho buscou analisar o impacto da rela????o entre as ??reas de opera????es e marketing sobre a satisfa????o de clientes. Para tanto, foi realizado um estudo na ind??stria moveleira, utilizando como fonte de dados tr??s empresas do setor, localizadas na cidade de Bento Gon??alves/RS, considerada um p??lo do setor no Rio Grande do Sul. O m??todo compreendeu a realiza????o de duas pesquisas de natureza qualitativa: a primeira, para avaliar a exist??ncia e o n??vel de integra????o entre as ??reas de opera????es e marketing; a segunda, para avaliar, entre clientes do setor moveleiro, o que consideravam importante que seu fornecedor oferecesse para que seu n??vel de satisfa????Despite the evident relevance of the integration between different functional areas, rare are the cases that contemplate the effect of this integration in the performance of the organizations. The most frequent approach is related to the nature of the existing conflicts, to the analysis of the barriers that make difficult the integration or the mechanisms that facilitate its occurrence. The present work looked for analyzing the impact of the relation between the operational and marketing areas concerning customer???s satisfaction. So a study about the furniture industry was performed, using three companies of the sector as source of data, located in the city of Bento Gon??alves/Rio Grande do Sul, which is considered as an important region of the sector. The method was based on the accomplishment of two researches of qualitative nature, the first one to evaluate the existence and the level of integration between the operational area and the marketing area, while the second one to evaluate, among the customers o

Topics: integra????o de ??reas, opera????es, satisfa????o de clientes, marketing, customer???s satisfaction, integration, operations, Ci??ncias Sociais Aplicadas
Publisher: Universidade do Vale do Rio do Sinos
Year: 2015
OAI identifier: oai:agregador.ibict.br.BDTD_UNISINOS:oai:www.repositorio.jesuita.org.br:UNISINOS/2677
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