Análise de sistemas de informações de marketing (SIM) no desenvolvimento de um novo produto: um estudo de caso de uma indústria de laticínios

Abstract

The current competitiveness led organizations to seek ways to improve the efficiency and effectiveness of the development process of new products. One of the tools used to improve in this process is the SIM, which acquires, stores and classifies information optimally, minimizing uncertainties in decision making. The present study aims at studying the SIM in a cooperative and its integration with the process of developing a new product, through a case study. Its methodology linked in literature and case study, with an applied nature and objectives exploratory, descriptive and explanatory. To collect data, we used structured interviews, informal interviews, questionnaires and participant observation. The study was realized the area of milk of a large cooperative. The information about the SIM tool (concepts, benefits and applications) are superficially known by all employees marketing of the cooperative and the SIM used by this cooperative is restricted and limited. Some possible reasons are: lack of information about SIM, lack from existing methodologies in the literature, the lack of appropriate references and the financial constraint. However, the cooperative use the routines that are considered actions related to SIM and invests in marketing and in the development process of new products by considering a critical factor for success.