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A economia do conhecimento e a actividade de promoção : a resposta estratégica das empresas de "media"
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Orientador(es)
Resumo(s)
Na economia do conhecimento os pilares de sustentação da vantagem competitiva empresarial, não são mais os activos fisicos, mas sim a capacidade de utilizar o conhecimento, a tecnologia e a inovação, transformando-os em processos ou produtos que façam a diferença no mercado. Cabe ao marketing assegurar a eficaz comunicação da empresa com o mercado, utilizando as ferramentas de "promoção" que se revelem mais adequadas para, em cada momento, alcançar o consumidor. A evolução das tecnologias de informação e comunicação proporcionou a multiplicação do número de pontos de contacto da empresa com o consumidor e facilitou a passagem de uma comunicação de massas para uma comunicação individualizada e interactiva. As empresas da industria dos "media" estão a assistir à chegada ao mercado de um conjunto de novos suportes que entram em concorrência directa com ela, pelos conteúdos de informação e entretenimento que oferecem, bem como pelas audiências que conseguem conquistar, podendo afectar a sua capacidade de atrair investimento publicitário. As empresas tradicionais de "media" têm vindo a adaptar-se a esta realidade e a encetar respostas estratégicas tendentes a fazer face a esses novos desafios, como salientamos nos estudos de caso que apresentamos.
In the knowledge economy the sustaining pillars that guarantee the competitive advantage of a company are no longer the physical assets. Instead, it is the ability to use knowledge, technology and innovation that turns them into processes or products which make a difference in the market. It is the marketing role to assure the effective communication between the enterprise and the market, by making full use of tools of "promotion" which are proved to be more suitable to reach the consumer on every moment. The development of the technologies of information and communication has led to the growth of the number of meeting points between the company and the consumer, and has also made it possible to change from a mass-based communication into a more individualised and interactive communication. The "media" industry companies are now witnessing the ai-rival of news supports which come into a straight competition with it, not only due to the contents of information and entertainment they offer, but also because of the audiences-share they managed to attain. As a result, its ability of attracting advertising investments may be affected. The traditional "media" companies have been now adjusting to the new current reality and have been setting up strategic responses to face the new challenges, at it has been pointed out in the case studies that we present.
In the knowledge economy the sustaining pillars that guarantee the competitive advantage of a company are no longer the physical assets. Instead, it is the ability to use knowledge, technology and innovation that turns them into processes or products which make a difference in the market. It is the marketing role to assure the effective communication between the enterprise and the market, by making full use of tools of "promotion" which are proved to be more suitable to reach the consumer on every moment. The development of the technologies of information and communication has led to the growth of the number of meeting points between the company and the consumer, and has also made it possible to change from a mass-based communication into a more individualised and interactive communication. The "media" industry companies are now witnessing the ai-rival of news supports which come into a straight competition with it, not only due to the contents of information and entertainment they offer, but also because of the audiences-share they managed to attain. As a result, its ability of attracting advertising investments may be affected. The traditional "media" companies have been now adjusting to the new current reality and have been setting up strategic responses to face the new challenges, at it has been pointed out in the case studies that we present.
Descrição
Mestrado em Gestão e Estratégia Industrial
Palavras-chave
estratégia tecnologia inovação media promoção publicidade strategy technology innovation media promotion advertising.
Contexto Educativo
Citação
Nova, Francisco José Carvalho Terra (2007). “A economia do conhecimento e a actividade de promoção : a resposta estratégica das empresas de "media"”. Dissertação de Mestrado. Universidade Técnica de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão