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Advisor(s)
Abstract(s)
O presente trabalho foi realizado em contexto organizacional com o objetivo de dotar a Sogrape de um modelo de gestão, partilha e criação de conhecimento sobre clientes diretos e consumidores finais, que se designou de ecossistema de conhecimento. Para isso, procedeu-se à recolha de dados de acordo com a metodologia action research, de forma a perceber como potenciar a informação disponível e contribuir para a melhoria da tomada de decisão. Identificou-se dois tipos de informação presentes na organização que se designou de top-down e bottom-up, e verificou-se que podiam ser divididos em 5 categorias: Global trends and drivers, Consumer and consumption, Market and channels, Competitive landscape e Origins and production. Apesar da elevada quantidade de informação disponível, o maior potencial para a geração de conhecimento encontrava-se na recolha interna de informação bottom-up, proveniente dos vários colaboradores que mantêm contacto direto com clientes e consumidores. Assim, desenvolveu-se um ecossistema que permitisse capturar os dois tipos de informação, abranger as cinco categorias e ir ao encontro das necessidades da organização. Do ponto de vista da gestão, o processo de desenvolvimento deste ecossistema, permite às empresas que procuram implementar um modelo similar nas suas organizações, seguir as quatro fases identificadas de forma a desenvolver o seu próprio ecossistema: mapear as fontes de informação disponíveis, centralizar a informação, disseminar insights pela organização em formatos adequados e gerar conhecimento através do contraste da informação top-down com a bottom-up.
The present work was carried out in an organizational context aiming to provide Sogrape with a model to manage, share and create knowledge pertaining direct clients and end consumers, which was named knowledge ecosystem. Regarding this, data was collected according to the action research methodology, in order to understand how available information could be enhanced and decision-making process improved. Two types of information were identified in the organization and designated as top-down and bottom-up. Additionally, was found that they could be divided into 5 categories: Global trends and drivers, Consumer and consumption, Market and channels, Competitive landscape and Origins and production. Despite the vast amount of critical information available, the highest potential for knowledge creation resides on gathering bottom-up information from different business units who maintain direct contact with clients and consumers. Consequently, an ecosystem was developed to capture both types of information, cover the five categories and meet the organization's needs. From a managerial perspective, this ecosystem development process, allows companies looking to implement a similar model in their organizations, to follow the four phases identified and develop their own ecosystem: map all the information available, gather them in one place, share information updates throughout the organization in appropriate formats and create knowledge by contrast top-down with bottom-up information.
The present work was carried out in an organizational context aiming to provide Sogrape with a model to manage, share and create knowledge pertaining direct clients and end consumers, which was named knowledge ecosystem. Regarding this, data was collected according to the action research methodology, in order to understand how available information could be enhanced and decision-making process improved. Two types of information were identified in the organization and designated as top-down and bottom-up. Additionally, was found that they could be divided into 5 categories: Global trends and drivers, Consumer and consumption, Market and channels, Competitive landscape and Origins and production. Despite the vast amount of critical information available, the highest potential for knowledge creation resides on gathering bottom-up information from different business units who maintain direct contact with clients and consumers. Consequently, an ecosystem was developed to capture both types of information, cover the five categories and meet the organization's needs. From a managerial perspective, this ecosystem development process, allows companies looking to implement a similar model in their organizations, to follow the four phases identified and develop their own ecosystem: map all the information available, gather them in one place, share information updates throughout the organization in appropriate formats and create knowledge by contrast top-down with bottom-up information.
Description
Keywords
Gestão de conhecimento Inteligência de marketing Foco no consumidor Knowledge management Market intelligence Customer-centricity