INTERAÇÃO COM CLIENTES NA ECONOMIA DIGITAL: UM ESTUDO DE CASO MÚLTIPLO

Authors

  • Mateus Tavares da Silva Cozer Universidade Mackenzie

Abstract

On a digital economy context, customer interaction is fundamental to any company to provide competitive advantage. This research intends to give concrete answers for the sea of information complexity which is the Internet. The main case is to build a model of digital customer interaction. Customization extends beyond targeted media to include the design and delivery of the product itself. Venkatraman (1998) defines dynamic customization based on three principles: modularity, intelligence and organization. The research is based on Interaction Model and its variables are: Products, Modularity, Artificial Intelligence, Market driven organization, and virtual communities. Two organizations were studied, one with physical product and another with virtual product, and the results were shown from a qualitative research.

Author Biography

Mateus Tavares da Silva Cozer, Universidade Mackenzie

Universidade Mackenzie e FEI, Brasil. Doutorando e Mestre em Administração de Empresas (USP) com pós-graduação em Gestão Empresarial (UFRGS) e bacharelado em Ciência da Computação (UFPE) E-mail: mtscozer@hotmail.com

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Published

2007-10-11

How to Cite

Cozer, M. T. da S. (2007). INTERAÇÃO COM CLIENTES NA ECONOMIA DIGITAL: UM ESTUDO DE CASO MÚLTIPLO. Journal of Information Systems and Technology Management, 4(2), p. 217–234. Retrieved from https://jistem.tecsi.org/index.php/jistem/article/view/10.4301%252FS1807-17752007000200006

Issue

Vol. 4 No. 2 (2007)

Section

Articles

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