O processo de inteligência competitiva na organização Grupo Jaime Câmara: uma análise pontual
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Data
2013
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Universidade Federal de Goiás
Resumo
The main economic sectors are set in a competitive dynamic that shows the great importance of the department of Competitive Intelligence (CI) in organizations. More than the existence of the sector, the activities of CI need to be effective and efficient. Thus, the information managed as a strategic opportunity for decision making and strategic planning are aspects that contribute to organizational growth and market advantage. Given these factors, the present study aimed to analyze the process of the Organization Intelligence in the Jaime Câmara Group, identifying possible gaps and proposing improvements. To achieve this purpose, we conducted a descriptive case study with a qualitative approach. For the process of data collection, interviews with semi-structured questions, conducted with the coordinators of the commercial sectors of the printed newspaper, TV commercial and Department of Market Intelligence (MI) were applied. From the literature, to analyze the CI process in the MI department, the research was based in a model that shows the construction of an intelligence system. The result of the study indicates the importance of competitive intelligence conducted by the department of MI although some deficiencies in its practice have been identified. In summary, improvements were suggested in relation to informational management, and the suggestion of an acting corporate approach based on the concept of Design Thinking that permeates new paths to innovation.
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Palavras-chave
Inteligência competitiva, Inteligência de mercado, Gestão do conhecimento, Informação estratégica, Competitive intelligence, Market intelligence, Knowledge management, Strategic information
Citação
RIBEIRO, Geisa Müller de Campos. O processo de inteligência competitiva na organização Grupo Jaime Câmara: uma análise pontual. 2013. 90 f. Trabalho de Conclusão de Curso (Graduação) - Faculdade de Informação e Comunicação, Universidade Federal de Goiás, Goiânia, 2013.