50944

Cristiane Drebes Pedron
Winnie Ng Picoto
Miguel Colaco
Cintia Cristina Araújo

Brazilian Business Review

Customer Relationship Management (CRM) é um tema discutido principalmente pelas áreas de sistemas de informação e de marketing. Muitas organizações já usam sistemas de CRM. Quando uma empresa utiliza o CRM, desenvolve diferentes capacidades organizacionais e algumas delas levam à inovação. Apesar de já existirem alguns estudos que analisam a criação das capacidades de inovação resultantes da utilização do sistema de CRM, ainda não foi compreendido como essas capacidades são obtidas. O presente artigo procura contribuir com este debate, valendo-se da teoria das capacidades dinâmicas para desenvolver um modelo conceitual que permita compreender como se dá o desenvolvimento das capacidades de inovação por meio da utilização do CRM. A questão de pesquisa que guiou este artigo foi: “Qual o papel das Capacidades Dinâmicas na criação das capacidades de inovação através do uso do sistema de CRM?”. Nós conduzimos um estudo exploratório baseado em entrevistas com especialistas. Os nossos resultados suportam o argumento de que o CRM conduz à inovação por meio das capacidades dinâmicas. De fato, “sensing, seizing e reconfiguring” oportunidades e ameaças no mercado permitem à organização gerar inovação.

Capacidade de Inovação, Capacidades Dinâmicas, CRM

PEDRON, C. D.; PICOTO, W.; COLACO, M.; ARAÚJO, C. C. Sistema de CRM: o Papel das Capacidades Dinâmicas na Criação das Capacidades. Brazilian Business Review, v. 15, n. 5, p. 494-511, 2018.

Pedron, C. D., Picoto, W., Colaco, M., & Araújo, C. C. (2018). Sistema de CRM: o Papel das Capacidades Dinâmicas na Criação das Capacidades. Brazilian Business Review, 15(5), 494-511.

https://doi.org/10.15728/bbr.2018.15.5.6

https://www.spell.org.br/documentos/ver/50944/sistema-de-crm--o-papel-das-capacidades-dinamicas-na-criacao-das-capacidades/i/pt-br

Artigo

Português

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