Resumo em Inglês:
The aim of this paper is to analyse the level of development reached by some Information and Communication Technologies (ICT) such as web pages, e-mail, EDI, and business management software in the business world. To this end, we have concentrated on the business behaviour of the service sector. Nevertheless, the technological development demanded changes depending on the activity of the firm, so the mediator effect of the industry has been tested in the process of innovation acceptance. Our results show the technology acceptance process is influenced by the perception of both the usefulness and the ease of use of innovations. Moreover, the industry effect mediates the technological behaviour of a firm; meanwhile, if a firm performs a "traditional activity", there are fewer incentives to implement the innovation.Resumo em Português:
Nas diferentes funções da administração de marketing, a informação é insumo básico. O presente artigo pretende relatar uma pesquisa de opinião de 116 alunos dos cursos de MBA da Universidade Anhembi-Morumbi, que atuavam em empresas nacionais e multinacionais, de diversos setores de atuação, para discutir a importância dos sistemas de informações de marketing (SIM) formais, integrados e contínuos para o processo de planejamento de marketing nessas empresas. A análise dos resultados da pesquisa empírica deixa clara a importância do SIM para o planejamento de marketing e a possibilidade de obter-se vantagem competitiva por meio da utilização do sistema.Resumo em Inglês:
Information is an important input to perform the different activities of marketing administration. This paper presents a an investigation of the opinion of 116 MBA students at the University of Anhembi-Morumbi, who used to work for Brazilian and multinational organizations from several sectors, in order to examine the importance of formal, integrated and continuous marketing information systems (MIS) in the process of marketing strategy planning in these types of organizations. The results of the empirical study show the importance of the MIS to marketing planning, as well as the possibility of obtaining a competitive edge through the use of a marketing information system.Resumo em Espanhol:
Este artículo presenta los resultados de un estudio empírico-exploratorio aplicado a empresas del sector de la Industria del Software (IndSw). Uno de objetivos perseguidos fue conocer los Factores Críticos de Éxito (FCE) de la IndSw y su relación con la orientación estratégica de negocio. Los FCE identificados y analizados fueron: Apoyo del Gobierno, Capital Humano, Marketing, Calidad e Innovación. Los resultados de la investigación revelan que es posible identificar la existencia de al menos dos grandes grupos de orientación estratégica (costes y diferenciación) dentro de este sector. En lo referente al análisis de la relación entre la orientación estratégica de negocio y los FCE de la IndSw, se destacan: Capital Humano, Calidad e Innovación, presentando el resto de FCE analizados una relación poco significativa. El estudio empírico se realizó aplicando diversas técnicas estadísticas de análisis multivariante. El análisis de resultados se basa en un conjunto datos obtenidos a través de la aplicación de una encuesta por Internet a empresas desarrolladoras de software de México, realizada en julio de 2005.Resumo em Inglês:
This article presents the results of an empirical-exploratory study of companies in the Software Industry (IndSw). One of the objectives was to know the Critical Success Factors (CSF) of the SWInd and their relationship with strategic business orientation. The CSF identified and analyzed were: Government Support, Human Capital, Marketing, Quality and Innovation. The research results reveal that it is possible to identify the existence of at least two main groups of strategic orientation (cost and differentiation) within this sector. The analysis of the relationship between business strategic orientation and the CSF emphasizes the following CSF: Human Capital, Quality and Innovation, the remaining factors present only a limited level of significant correlation. The empirical study was made through multivariate analysis techniques. The analysis of results is based on data collected through the application of a web survey (Internet) to Mexican software companies. The survey was carried out in July 2005.Resumo em Português:
A tecnologia da informação que corrobora com a implementação da abordagem administrativa da gestão por processos denomina-se Business Process Management System (BPMS). Os principais componentes do framework da solução BPMS são: repositório de definição do processo, repositório de instâncias do processo, gerenciador de transação, framework de conectores, motor do processo e middleware. Neste artigo, são definidos e caracterizados os componentes que constituem o framework da solução tecnológica BPMS, bem como o papel e a importância de cada um destes. O método adotado para abordar estes tópicos foi o estudo de caso, que apresenta e analisa a implementação da solução BPMS em uma empresa de seguros: Chubb do Brasil. No estudo do caso, o processo "Tratar ocorrência de sinistro com resseguro" é descrito e caracterizado, bem como os componentes da solução BPMS adotados e implementados pela Chubb do Brasil para sua gestão.Resumo em Inglês:
The information technology that supports the implementation of the business process management appproach is called Business Process Management System (BPMS). The main components of the BPMS solution framework are process definition repository, process instances repository, transaction manager, conectors framework, process engine and middleware. In this paper we define and characterize the role and importance of the components of BPMS's framework. The research method adopted was the case study, through the analysis of the implementation of the BPMS solution in an insurance company called Chubb do Brasil. In the case study, the process "Manage Coinsured Events"" is described and characterized, as well as the components of the BPMS solution adopted and implemented by Chubb do Brasil for managing this process.Resumo em Espanhol:
Este trabajo aporta una visión general sobre el proceso de desarrollo de la venta en línea de los pequeños comerciantes, tanto la que se orienta a consumidores finales como a otras organizaciones. Los datos que se presentan fueron obtenidos de una encuesta personal dirigida a propietarios y altos directivos de 803 empresas de menos de 100 trabajadores que realizan actividades de distribución comercial en España. Los resultados ponen de manifiesto la diversidad de factores críticos (relativos al entorno y a las características de la propia organización y de sus directivos) que influyen en la implantación de la venta en línea y en la importancia que ésta alcanza como canal de distribución, así como también su grado de contribución a ambos fenómenos.Resumo em Inglês:
This work aims to provide a general view on the development process of internet-based sales among small distributors, both for firms oriented to end-consumers and for those trading with other organizations. The data presented here was obtained by questioning the owners and senior managers of 803 firms, with fewer than 100 employees, from the commercial distribution sector in Spain. The results reveal the diversity of critical factors (related to the environment, to the characteristics of the organization and their managers) that influence the implementation of internet-based sales systems and its importance as a distribution channel, as well as its contribution to both phenomena.