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A influência dos processos co-criativos com o consumidor na gestão das marcas: o desenvolvimento de produtos ou serviços no panorama nacional
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| 3.16 MB | Adobe PDF |
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Abstract(s)
Atualmente estamos perante um mercado em constante inovação. As empresas procuram novos conceitos para alcançar a inovação dos seus produtos ou serviços, descobrindo novos métodos e ferramentas que proporcionem resultados mais eficazes e diferenciadores, que respondam aos seus consumidores e necessidades de mercado. Deste modo, torna-se fulcral avaliar os processos de interação e co-criação que as empresas/marcas possam estar a estabelecer com os seus consumidores, e a sua influência em termos de notoriedade e desempenho. A metodologia adotada segue dois tipos de pesquisa: qualitativa e quantitativa. A abordagem qualitativa materializou-se com a realização de entrevistas a profissionais da área da co-criação, com o intuito de compreender a importância do conceito e como está a ser efetivamente utilizado por algumas organizações, e ainda entrevistas a diretores de Marketing ou gestores de marcas em empresas do panorama nacional, procurando averiguar a crescente promoção de interação e participação ativa dos seus consumidores. O principal objetivo desta análise é medir o impacto da co-criação com os consumidores e outros stakeholders no desempenho da empresa. Posteriormente foi adotado o método quantitativo, que se materializou com a elaboração de um questionário online, para medir a importância percebida pelos consumidores sobre as interações com as marcas. Foi possível compreender o modo como os processos estão a ser utilizados, mais frequentemente ao âmbito interno das organizações, apesar de ser visível uma maior preocupação das marcas em criar proximidade com o seu consumidor externo promovendo a sua participação para influenciar as suas estratégias de negócio. Apesar de uma amostra menor ao nível da análise quantitativa, foi possível averiguar a vontade demonstrada pelos inquiridos para participar em processos de desenvolvimento de produtos ou serviços, no contexto de setores de interesse.
In this time, we face a market in constant innovation. Companies are looking for new concepts to reach innovation on their products and services, by finding new methods and tools that outputs more efficient and unique results, that respond to their consumers and market needs. This way, it is a key factor to evaluate all the processes of interaction and co creation that companies / brands are using with their consumers and its influence in terms of notoriety and performance. The methodology adopted follow to types of research: quantitative and qualitative. The qualitative approach materialized with a series of interviews to professionals in the field of co-creation, with the goal of understanding the importance of the concept and how it is being applied by some organizations, and to Marketing directors or brand managers of portuguese companies. The quantitative approach was adopted later on and it materialized on the elaboration of an online quiz to measure the importance perceived by the consumers about brand interactions. It was possible to understand how processes are being used more frequently in the internal environment of the company, despite being noticeable an increase preoccupation to create a closer relation with the external consumer by promoting their participation to influence their business strategies. Despite the number of the responses being lower at the quantitative approach, it was possible to find out their willingness to participate in development processes of new products and services in their field of interest.
In this time, we face a market in constant innovation. Companies are looking for new concepts to reach innovation on their products and services, by finding new methods and tools that outputs more efficient and unique results, that respond to their consumers and market needs. This way, it is a key factor to evaluate all the processes of interaction and co creation that companies / brands are using with their consumers and its influence in terms of notoriety and performance. The methodology adopted follow to types of research: quantitative and qualitative. The qualitative approach materialized with a series of interviews to professionals in the field of co-creation, with the goal of understanding the importance of the concept and how it is being applied by some organizations, and to Marketing directors or brand managers of portuguese companies. The quantitative approach was adopted later on and it materialized on the elaboration of an online quiz to measure the importance perceived by the consumers about brand interactions. It was possible to understand how processes are being used more frequently in the internal environment of the company, despite being noticeable an increase preoccupation to create a closer relation with the external consumer by promoting their participation to influence their business strategies. Despite the number of the responses being lower at the quantitative approach, it was possible to find out their willingness to participate in development processes of new products and services in their field of interest.
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Keywords
Gestão do design Design Co-criação Branding Marketing Criação de valor Consumidor Inovação Comunidades de marca Redes sociais