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

Autores/as

  • Mateus Tavares da Silva Cozer Universidade Mackenzie

Resumen

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.

Biografía del autor/a

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

Descargas

Publicado

2007-10-11

Cómo citar

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

Número

Vol. 4 Núm. 2 (2007)

Sección

Articles

Licencia

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