Uso da informação por profissionais de vendas - estudo de caso do varejo brasileiro

Resumo

Information is an intrinsic component of almost everything an organization does. By understanding the organizational and human processes that transform information into insight, knowledge and action, an organization is able to perceive how to invest properly into the capture, maintenance and development of its information sources. This scenario can be even more critical in a labor-intensive industry as the retailing sector, where the primary link with its costumers lies on the sales force. The retailing sector is one of the largest employers in the country, being an environment where millions of business transactions are conducted daily. The main objective of this work is to identify how and why sales professionals in retailing industry use information in their work routine, paying attention to the limitations surrounding these professionals when performing their activities. A case study was developed in a large Brazilian retailing organization, focusing on the deployment of a new store concept aimed at marketing mobile technology, namely mobile phones, smartphones, tablets and accessories, using the theory of the use of information from Choo (2003) as the main theorethical foundation for the study. The use of information by sales professionals was analyzed in three strategic arenas: sensemaking, knowledge building and decision making. Our findings lead us to believe that salespeople use information in those three arenas, however, such use appears to have gradations of greater or lesser intensity according to the specific arena.

Ficha do documento

Tipo

Dissertação

Ano

2014

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Não informado

Identificador

oai:repositorio.fgv.br:10438/13125

Palavras-chave

VarejoUso da informaçãoForça de vendasConstrução de conhecimentoTomada de decisãoSensemakingAdministração de empresasGerenciamento da informaçãoSociologia do conhecimentoComércio varejistaComportamento do consumidorComunicação nas organizaçõesProcesso decisório