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Advisor(s)
Abstract(s)
Os sítios de redes sociais e os media sociais fazem parte das vidas diárias de mais da metade da população do planeta e fornecem às organizações uma fonte inesgotável de dados sobre as preferências, padrões e tendências sociais dos consumidores. Foi identificada uma lacuna de investigação que revela a oportunidade de explorar ainda mais as contribuições do customer relationship management (CRM) social para a ambidextria. Este estudo aborda o uso do CRM social como uma ferramenta para alcançar a ambidextria, seguindo uma abordagem ao CRM social baseada em pessoas, processos e tecnologia e apoiada pela teoria da Exploration-Exploitation (Ex-Ex) e pela teoria da ambidextria. O estudo utiliza um desenho multi-método qualitativo, com um estudo de caso múltiplo considerando dois casos e realizando uma análise comparativa qualitativa (usando fuzzy set Qualitative Comparative Analysis). Os dados primários foram obtidos através de entrevistas a informadores-chave de empresas fornecedoras de soluções de software e serviços de consultoria relacionados com os media sociais, e também a empresas clientes oriundas de diversos sectores. Os resultados do estudo mostram a dificuldade em alcançar a ambidextria e permitem a identificação de dois fatores-chave para o seu alcance – um baixo nível de adopção de plataformas de media sociais e uma pequena ou média dimensão da empresa. Do ponto de vista académico, as principais contribuições relacionam-se com a identificação das configurações de condições para que uma organização atinja a ambidextria. Além disso, os resultados mostram as restrições relacionadas com o alcance da ambidextria por organizações com presença nos media sociais aliada a uma estratégia de CRM social. Numa perspectiva de gestão, o estudo propõe um conjunto de acções para superar as limitações identificadas e o enquadramento de tais acções por forma a garantir um percurso relevante para a conquista da ambidextria.
Social networking sites (SNSs) and social media (SM) are part of the daily lives of more than half the population of the planet and they provide organizations with an inexhaustible source of data about consumer preferences, patterns, and social trends. A research gap was found that uncovers the opportunity to further explore the contributions of social customer relationship management (SCRM) to ambidexterity. This study addresses the use of SCRM as a tool to achieve ambidexterity, with an approach to SCRM based in people, processes and technology and supported by the theory of Exploration-Exploitation (Ex-Ex) and the theory of ambidexterity. The study uses a qualitative multi-method design, with a multiple-case study comprising two cases and performing a qualitative comparative analysis (using fuzzy set Qualitative Comparative Analysis). Primary data was obtained through interviews with key informants from companies providing software solutions and consultancy services related to SM, and also from clients originating from various companies in several industries. The results of the study show the difficulty in achieving ambidexterity and allow the identification of two key factors for its achievement – a low level of adoption of social media platforms and a small or medium size dimension for the company. From an academic point of view, the main contributions are related with the identification of the configurations conditions for an organization to achieve ambidexterity. Beside that, the results show the constraints related to the pursuit of ambidexterity by organizations with a presence in SM allied to a SCRM strategy. From a managerial point of view, the study proposes a set of actions to overcome the constraints identified and to frame such actions to ensure a significant path to the achievement of ambidexterity.
Social networking sites (SNSs) and social media (SM) are part of the daily lives of more than half the population of the planet and they provide organizations with an inexhaustible source of data about consumer preferences, patterns, and social trends. A research gap was found that uncovers the opportunity to further explore the contributions of social customer relationship management (SCRM) to ambidexterity. This study addresses the use of SCRM as a tool to achieve ambidexterity, with an approach to SCRM based in people, processes and technology and supported by the theory of Exploration-Exploitation (Ex-Ex) and the theory of ambidexterity. The study uses a qualitative multi-method design, with a multiple-case study comprising two cases and performing a qualitative comparative analysis (using fuzzy set Qualitative Comparative Analysis). Primary data was obtained through interviews with key informants from companies providing software solutions and consultancy services related to SM, and also from clients originating from various companies in several industries. The results of the study show the difficulty in achieving ambidexterity and allow the identification of two key factors for its achievement – a low level of adoption of social media platforms and a small or medium size dimension for the company. From an academic point of view, the main contributions are related with the identification of the configurations conditions for an organization to achieve ambidexterity. Beside that, the results show the constraints related to the pursuit of ambidexterity by organizations with a presence in SM allied to a SCRM strategy. From a managerial point of view, the study proposes a set of actions to overcome the constraints identified and to frame such actions to ensure a significant path to the achievement of ambidexterity.
Description
Doutoramento em Gestão
Keywords
ambidextria exploration exploitation customer relationship management social gestão do conhecimento estudo de caso múltiplo fsQCA ambidexterity social customer relationship management knowledge management multiple-case study
Pedagogical Context
Citation
Gonçalves, Paulo Jorge de Almeida (2020). "Ambidexterity in the context of social Customer Relationship Management". Tese de Doutoramento, Universidade de Lisboa. Instituto Superior de Economia e Gestão
Publisher
Instituto Superior de Economia e Gestão