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Authors
Advisor(s)
Abstract(s)
A realidade instável e global que impende sobre a actuação das empresas actuais,
caracterizada por combinações complexas de atributos do produto por parte dos
consumidores, rápidos avanços tecnológicos e desafios competitivos cada vez mais
exigentes, requer a adopção de uma estratégia contínua de adaptação, a qual só poderá
ser concretizada com um conhecimento aprofundado sobre a própria organização e o
seu meio circundante. Neste quadro, as Tecnologias da Informação (TI's) têm vindo a
desempenhar um papel preponderante na recolha e absorção dos dados e correspondente
informação, com vista à obtenção dos conhecimentos essenciais aos processos de
tomada de decisão.
O presente trabalho pretende estudar os principais impactos das TI's na função
comercial, identificando as principais orientações de actuação desta função e
sublinhando a importância da articulação da informação relevante no desenho das
ferramentas a utilizar no âmbito da actividade empresarial, apresentando o modelo Data
Warehouse como ferramenta de suporte decisional, cuja importância é suportada por um
estudo de caso, analisando as principais incidências deste modelo em três empresas
nacionais.
Do estudo realizado, as principais considerações a reter confirmam que as TI's têm
vindo a desempenhar um papel bastante positivo na função comercial, proporcionando
Sistemas de Informação de Marketing (SIM) mais poderosos, e apoiando os processos
de tomada de decisão. O estudo de caso permite concluir o sucesso do modelo Data
Warehouse como ferramenta de apoio decisional, não só no âmbito da organização, em
geral, mas também no âmbito das actividades de marketing, em particular.
Companies operate nowadays under unstable and global conditions that affect their performance. Such conditions are the complex product feature combinations demanded by consumers, quick technologic advances and ever more demanding competitive challenges. These conditions require an on-going adjustment strategy to be adopted, which in turn requires an in-depth knowledge of the organisation and the environment it operates in. IT (Information Technologies) has played a pivotal role in this area. They help collect and process data and related information so as to obtain essential knowledge for the decision-making process. This work aims at studying the main impact of IT on business. In it the main guidelines of this area will be identified and the importance of articulating information relevant for entrepreneurial tool making will be underlined. In order to do so, the Data Warehouse model will be presented as a decision-making support tool. Its importance is enhanced by a case study, which looks into the main incidences of the model in three Portuguese companies. The main considerations to retain from the case study confirm that IT has had a very positive role on business. It has made Marketing Information Systems (MkIS) stronger and has supported decision-making. The case study allows us to conclude that the Data Warehouse model is successful at supporting decision-making not just within the organization in general but also within marketing activities in particular.
Companies operate nowadays under unstable and global conditions that affect their performance. Such conditions are the complex product feature combinations demanded by consumers, quick technologic advances and ever more demanding competitive challenges. These conditions require an on-going adjustment strategy to be adopted, which in turn requires an in-depth knowledge of the organisation and the environment it operates in. IT (Information Technologies) has played a pivotal role in this area. They help collect and process data and related information so as to obtain essential knowledge for the decision-making process. This work aims at studying the main impact of IT on business. In it the main guidelines of this area will be identified and the importance of articulating information relevant for entrepreneurial tool making will be underlined. In order to do so, the Data Warehouse model will be presented as a decision-making support tool. Its importance is enhanced by a case study, which looks into the main incidences of the model in three Portuguese companies. The main considerations to retain from the case study confirm that IT has had a very positive role on business. It has made Marketing Information Systems (MkIS) stronger and has supported decision-making. The case study allows us to conclude that the Data Warehouse model is successful at supporting decision-making not just within the organization in general but also within marketing activities in particular.
Description
Mestrado em Economia e Gestão de Ciência e Tecnologia.
Keywords
Marketing Tecnologias da Informação Sistemas de Informação de Marketing Data Warehouse Tomada de Decisão Economia do Conhecimento. Marketing Information Technologies Marketing Information Systems Data Warehouse Decision-making Knowledge Economy.
Pedagogical Context
Citation
Neto, Tiago José Garcia (2001). " As tecnologias da informação na função comercial. A aplicação de modelos Data Warehouse." Dissertação de Mestrado, Universidade Técnica de Lisboa. Instituto Superior de Economia e Gestão.