2 resultados para Graduation in technology
em Repositório Institucional da Universidade Federal do Rio Grande do Norte
Resumo:
This study aims to understand the effects of the mobile marketing use as a relationships tool for companies that operate locally, because of the lack of information about this new marketing tool, as well as the scarcity of studies in this area. This is an exploratory and qualitatively study, based on primary sources, raised through books, articles in the marketing area and the telecommunications industry organs as well as secondary sources. With the purpose to look into the issue, a semi-structured interview is made with the companies managers of the sectors of trade and services in Natal-RN. The advances in technology allow an important discussion focused on the marketing in the new communication technologies scenario. It appears that the mobile marketing adoption and use by local companies is already a reality and companies are awake to changes and technological innovations accessible, especially the mobile telephony as well as convergence with other media. There is, however, that the use of technologies offered by mobile marketing is still limited to the sending of text messages (SMS), despite the numerous possibilities of it use. Moreover, the results obtained with mobile marketing use show that companies can identify them, but there is no effective monitoring in quantity and financial terms. Only affect sales growth and support for progress in loyalty with customers. It shows up that the mentality of not measuring the results still in the plan of changes and technological innovations. The data allow saying that the mobile marketing is a reality, however has not yet signed as a tool for carrying out campaigns and marketing tool for loyalty of customers, despite presenting a wide range of possibilities to streamline and make more effective the marketing businesses process
Resumo:
This dissertation examines the organizational innovation as a nonlinear process, which occurs in a social and political context and, therefore, socially immersed. Examines the case of shrimp in the state of RN, starting from the following problem: although the norteriograndense shrimp occupies the largest producer of farmed shrimp from Brazil, has a series of bottlenecks concerning the generation of industry innovation, concerning the social relationships and policies between the various actors in the network, whether private or public, and its consequences in terms of opportunity and limits generated for the innovative dynamics. The objective of the research is to understand how the social embeddedness of political actors affects norteriograndense shrimp within the context of structural relations, the industry generation of innovation, throughout its technological trajectory . The approach of social embeddedness balances atomised perspectives, undersocialized and oversocialized, of economic action, considering both the human capacity to act as sources of constraint, whose mechanisms are analyzed the structural and political. In methodological terms this is a case study, analyzed from the research literature, documentary and experimental. Primary data were collected through semi-structured interviews and analyzed in depth by the technique of content analysis. Was adopted a longitudinal approach, seeking to understand the phenomenon from the perspective of the subjects, describing it in an inductive process of investigation. After characterizing the sector and defining their technological trajectory, the analysis of the results followed its four stages: (1) Introduction of Technology: 1973-1980, (2) Intensification of Research: 1981-1991, (3) Technological Adaptation, 1992 -2003, (4) Technological Crisis: 2004-2009. A cross-sectional analysis along the evolutionary trajectory revealed the character of structural changes and policies over time, and implications on the generating process of innovation. Note that, the technological limit to which the sector reached requires changes in technology standards, but is more likely that the potiguar shrimp is entering a new phase of his career in technology rather than a new technological paradigm