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O comportamento de compra industrial em PME’s : estudos de caso cloud Microsoft em Portugal
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Orientador(es)
Resumo(s)
O comportamento de compra industrial é influenciado pelos constrangimentos normais do mercado, da indústria em que se insere, das características da organização e dos elementos que a compõem. Com esta multiplicidade de fatores torna-se difícil retirar ilações que permitam difundir-se de forma holística a todas as empresas. A característica mais comum é um aumento da importância do sector de IT, sobretudo no que respeita a software e se há uma empresa especialista em fornecer ferramentas de produtividade é a Microsoft
Embora a aposta seja forte e aclamada como o futuro viável ao crescimento das PME's, existem poucos estudos expressivos sobretudo no que concerne o mercado português. É determinante interligar o mercado nacional ao comportamento de compra industrial e o seu fluxo de informação dos processos de aquisição para descobrir o que despoleta o interesse a integrar ferramentas de futuro como a solução Cloud da Microsoft: Azure.
Industrial buying behavior is influenced by the normal constraints of the market, the industry in which it operates, the characteristics of the organization and the elements that make it up. With this multiplicity of factors it becomes difficult to draw conclusions that cover all the companies. The most common feature is an increase in the importance of the IT sector, especially as regards to software, and if there is a company that specializes in providing productivity tools, it is Microsoft. Although the bet is strong and acclaimed as the viable future to the growth of SMBs, there are few expressive studies, especially concerning the Portuguese market. It is crucial to link the national market to the industrial buying behavior and its flow of information from the acquisition processes to find out what prompts interest to integrate future tools such as Microsoft's Cloud Solution: Azure.
Industrial buying behavior is influenced by the normal constraints of the market, the industry in which it operates, the characteristics of the organization and the elements that make it up. With this multiplicity of factors it becomes difficult to draw conclusions that cover all the companies. The most common feature is an increase in the importance of the IT sector, especially as regards to software, and if there is a company that specializes in providing productivity tools, it is Microsoft. Although the bet is strong and acclaimed as the viable future to the growth of SMBs, there are few expressive studies, especially concerning the Portuguese market. It is crucial to link the national market to the industrial buying behavior and its flow of information from the acquisition processes to find out what prompts interest to integrate future tools such as Microsoft's Cloud Solution: Azure.
Descrição
Mestrado em Marketing
Palavras-chave
Marketing Comportamento de compra industrial Centro de compras Microsoft Cloud Azure Processos de Aquisição Industrial buying behavior buying center Purchasing Processes
Contexto Educativo
Citação
Bota, Nuno Miguel Gaspar da Rosa Guerreiro (2017). "O comportamento de compra industrial em PME’s : estudos de caso cloud Microsoft em Portugal". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão