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Inovação e estratégia comercial na era digital - Transformação de uma empresa tradicional: estudo de caso Torneiras Monteiro
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Abstract(s)
A presente dissertação tem como objetivo analisar o impacto da transformação digital na empresa Torneiras Monteiro, com destaque na identificação de estratégias que contribuam para o aumento das vendas e a
melhoria da experiência do cliente. Através de uma abordagem metodológica mista, o estudo analisa a adoção de ferramentas digitais e como a inovação tecnológica influenciam a eficiência dos processos internos e a competitividade da empresa. Os resultados evidenciam uma perceção positiva dos colaboradores quanto à digitalização, destacando-se na produtividade, organização e comunicação. Por outro lado, a análise quantitativa demonstra que, embora existam melhorias, ainda há oportunidades de desenvolvimento, especialmente no que diz respeito à eficácia do sistema de CRM e ao alinhamento com tendências de mercado. Este estudo oferece recomendações práticas para empresas do setor B2B tradicional que procuram adaptar-se aos desafios e oportunidades da era digital.
This dissertation aims to analyze the impact of digital transformation at the company Torneiras Monteiro, with a focus on identifying strategies that contribute to increased sales and improved customer experience. Through a mixed-methods approach, the study examines the adoption of digital tools and how technological innovation influences the efficiency of internal processes and the company's competitiveness. The results reveal a positive perception among employees regarding digitalization, particularly in terms of productivity, organization, and communication. On the other hand, the quantitative analysis shows that, although improvements are evident, there are still development opportunities, especially concerning the effectiveness of the CRM system and alignment with market trends. This study offers practical recommendations for traditional B2B companies seeking to adapt to the challenges and opportunities of the digital era.
This dissertation aims to analyze the impact of digital transformation at the company Torneiras Monteiro, with a focus on identifying strategies that contribute to increased sales and improved customer experience. Through a mixed-methods approach, the study examines the adoption of digital tools and how technological innovation influences the efficiency of internal processes and the company's competitiveness. The results reveal a positive perception among employees regarding digitalization, particularly in terms of productivity, organization, and communication. On the other hand, the quantitative analysis shows that, although improvements are evident, there are still development opportunities, especially concerning the effectiveness of the CRM system and alignment with market trends. This study offers practical recommendations for traditional B2B companies seeking to adapt to the challenges and opportunities of the digital era.
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Keywords
Transformação digital Marketing B2B Experiência do cliente Vendas CRM Inovação