O Uso da Inteligência Competitiva no Setor de Empresas de Pequeno Porte: o caso UOTZ
DOI:
https://doi.org/10.24883/IberoamericanIC.v9i2.298Keywords:
inteligência competitiva, marketing, sistema de informações de marketingAbstract
O presente trabalho se apresenta sob a modalidade de pesquisa exploratória qualitativa. Por meio do método do estudo de caso o fenômeno estudado é a atividade de inteligência competitiva sob a perspectiva da empresa Uotz. Como resultado de estudo verificou-se que as atividades de inteligência competitiva ocorrem de forma formal e não formal nas diversas unidades de negócios da empresa. É, em resumo, uma ferramenta, ou melhor, conjunto de ações que permitem gerar conhecimento sobre o ambiente externo e interno da empresa e facilitar as decisões.Downloads
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