Cocriação virtual de valor: um estudo em comunidades virtuais de marcas brasileiras
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Citações na Scopus
Tipo de produção
Dissertação
Data
2012
Autores
Del Fiori Junior, E. R.
Orientador
Huertas, Melby K. Z.
Periódico
Título da Revista
ISSN da Revista
Título de Volume
Citação
DEL FIORI JUNIOR, E. R. Cocriação virtual de valor: um estudo em comunidades virtuais de marcas brasileiras. 2012. 163 f. Dissertação (Mestrado em Administração de Empresas) - Centro Universitário FEI, São Paulo, 2012. Disponível em: <http://sofia.fei.edu.br:8080/pergamumweb/vinculos/000034/00003473.pdf>. Acesso em: 1 ago. 2018.
Texto completo (DOI)
Palavras-chave
Redes sociais on-line,Marketing pela Internet
Resumo
O consumidor ganhou força no relacionamento com as organizações no decorrer dos anos, principalmente depois do surgimento e consolidação da internet quando, então, ele se tornou cada vez mais conectado, informado e virtual, razão por que as empresas passaram a enxergá-lo de maneira diferente da tradicional, não mais podendo simplesmente impor produtos prontos e acabados para que ele apenas compre. O consumidor começou a participar dos processos de desenvolvimento de novos produtos e a internet trouxe à tona um assunto que ganhou muita importância no ambiente virtual que é a cocriação de valor, em que o cliente e a empresa são parceiros. A literatura aponta que o consumidor é engajado e ativo e que as suas interações nas comunidades virtuais podem gerar ideias e, assim, contribuir para o processo da cocriação de valor. Este trabalho investigou se as comunidades virtuais das principais marcas brasileiras são um ambiente propício para o processo de cocriação de valor e confirmou o que a literatura, em grande parte prescritiva, afirma: as comunidades virtuais se constituem em ambientes propícios; entretanto observa-se que elas devem ser bem trabalhadas e acompanhadas pela gerência de marketing.
Over the years, consumers have gained strength in the relationship within the organizations, especially after the rise and consolidation of the internet. Having that said, as they became increasingly connected, informed and virtual, the companies were led to begin evaluating this new consumer profile, so different from the traditional. Enterprises have learned they were no longer able to simply impose its finished products to the final customers. The consumer began to participate in the process of developing new products, and the internet brought up a subject that has carried off much importance in the virtual environment. Such process resulted on the co-creation of value, in which the client and the firm are partners. Scientific literature indicates consumers as engaged and active players to the creation process. Their interactions in virtual communities generate ideas and contribute to the process of co-creation of value. This essay investigated whether the major Brazilian brands virtual communities represent an environment conducive to the process of co-creation of value. Additionally it has confirmed the literature largely prescriptive statements: virtual communities constitute favorable environments, however it is noted that they should be well worked and followed by marketing management.
Over the years, consumers have gained strength in the relationship within the organizations, especially after the rise and consolidation of the internet. Having that said, as they became increasingly connected, informed and virtual, the companies were led to begin evaluating this new consumer profile, so different from the traditional. Enterprises have learned they were no longer able to simply impose its finished products to the final customers. The consumer began to participate in the process of developing new products, and the internet brought up a subject that has carried off much importance in the virtual environment. Such process resulted on the co-creation of value, in which the client and the firm are partners. Scientific literature indicates consumers as engaged and active players to the creation process. Their interactions in virtual communities generate ideas and contribute to the process of co-creation of value. This essay investigated whether the major Brazilian brands virtual communities represent an environment conducive to the process of co-creation of value. Additionally it has confirmed the literature largely prescriptive statements: virtual communities constitute favorable environments, however it is noted that they should be well worked and followed by marketing management.