| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 471.61 KB | Adobe PDF |
Advisor(s)
Abstract(s)
De forma geral, a pandemia estimulou a mudança em todos os setores, empresas e suas partes interessadas, fomentando a criatividade, impulsionando o digital, repensando os modelos de negócio e, consequentemente, adotando um posicionamento mais competitivo. Demorar a adquirir esta atitude de mudança, traduzir-se-á em tempo perdido para experimentar os efeitos da mudança. Por conseguinte, os efeitos pandémicos vivenciados aceleraram a necessidade iminente de qualificar as Pequenas e Médias Empresas, nomeadamente as microempresas, para reforçar a sua competitividade e a sua capacidade de resposta no mercado global. Nesta perspetiva, procedeu-se a um estudo de caso, que incidiu em três empresas da cidade de Bragança, sendo duas delas do setor do Turismo, um dos mais afetados pelos efeitos da pandemia. O estudo baseou-se na observação participante e relatórios de diagnóstico de uma consultora, com vista a aplicar métodos de gestão
adequados ao contexto global, com enfoque nas áreas da estratégia, produção, logística, marketing e vendas, recursos humanos e tecnologias digitais. A crescente relevância dos recursos de base tecnológica, nomeadamente, a Internet e as redes sociais como canal de comunicação, informação e comercialização, acautelando problemas de natureza financeira, aumentando a resiliência e o crescimento dos negócios, para além do desenvolvimento de processos de gestão mais adequados às exigências atuais do mercado, foram alguns dos aspetos identificados. Com base nesta análise e em entrevistas, foram identificadas as necessidades formativas de forma a encaminhar empresários e colaboradores para os conteúdos que lhe são mais úteis. O modelo de intervenção baseou-se no ciclo PDCA (PLAN - DO - CHECK - ACT), respeitando a ordenação lógica destas etapas e garantindo a constante monitorização do processo. Este processo de identificação e exploração de soluções inovadoras, novas e diferenciadoras no mercado, que transforma o conhecimento técnico e científico numa ferramenta geradora de valor, enquadra-se no âmbito do “empreendedorismo de base tecnológica” e vai ao encontro das necessidades reais. De acordo com a observação realizada, tanto em entrevistas com os empresários, como na análise das redes sociais, mostrou um crescimento da visibilidade da empresa no exterior e o surgimento de novos produtos e formas de promover os negócios. Constatou-se também um aumento significativo dos níveis de satisfação no seio da empresa.
Overall, the pandemic has stimulated change in all sectors, companies and their stakeholders (entrepreneurs, employees, suppliers, partners and customers), fomenting creativity, boosting the digital, rethinking business models and, consequently, adopting a more competitive positioning. Delay in acquiring this attitude of change will translate into wasted time in experiencing the effects of change. Therefore, the pandemic effects experienced accelerated the imminent need to qualify Small and Medium Enterprises, namely microenterprises, to strengthen their competitiveness and their capacity to respond in the global market. In this perspective, a case study was carried out, which focused on three companies in the city of Bragança, two of them in the Tourism sector, one of the most affected by the effects of the pandemic. The study was based on participant observation and diagnostic reports from a consultant, with a view to applying management methods appropriate to the global context, focusing on the areas of strategy, production, logistics, marketing and sales, human resources and digital technologies. The growing relevance of technology-based resources, namely, the Internet and social networks as a communication, information and marketing channel, avoiding problems of a financial nature, increasing business resilience and growth, in addition to the development of management processes more adequate to the current market requirements, were some of the aspects identified. Based on this analysis and interviews, training needs were identified to businessmen and employees to the contents that are most useful to them. The intervention model was based on the PDCA cycle (PLAN - DO - CHECK - ACT), respecting the logical ordering of these stages and ensuring constant monitoring of the process. This process of identifying and exploring innovative, new and differentiating solutions in the market, which transforms technical and scientific knowledge into a value-generating tool, falls within the scope of “technology-based entrepreneurship” and meets real needs. According to the observation made, both in interviews with entrepreneurs and in the analysis of social networks, it showed a growth in the company's visibility abroad and the emergence of new products and ways to promote the business. There was also a significant increase in the satisfaction levels within the company.
Overall, the pandemic has stimulated change in all sectors, companies and their stakeholders (entrepreneurs, employees, suppliers, partners and customers), fomenting creativity, boosting the digital, rethinking business models and, consequently, adopting a more competitive positioning. Delay in acquiring this attitude of change will translate into wasted time in experiencing the effects of change. Therefore, the pandemic effects experienced accelerated the imminent need to qualify Small and Medium Enterprises, namely microenterprises, to strengthen their competitiveness and their capacity to respond in the global market. In this perspective, a case study was carried out, which focused on three companies in the city of Bragança, two of them in the Tourism sector, one of the most affected by the effects of the pandemic. The study was based on participant observation and diagnostic reports from a consultant, with a view to applying management methods appropriate to the global context, focusing on the areas of strategy, production, logistics, marketing and sales, human resources and digital technologies. The growing relevance of technology-based resources, namely, the Internet and social networks as a communication, information and marketing channel, avoiding problems of a financial nature, increasing business resilience and growth, in addition to the development of management processes more adequate to the current market requirements, were some of the aspects identified. Based on this analysis and interviews, training needs were identified to businessmen and employees to the contents that are most useful to them. The intervention model was based on the PDCA cycle (PLAN - DO - CHECK - ACT), respecting the logical ordering of these stages and ensuring constant monitoring of the process. This process of identifying and exploring innovative, new and differentiating solutions in the market, which transforms technical and scientific knowledge into a value-generating tool, falls within the scope of “technology-based entrepreneurship” and meets real needs. According to the observation made, both in interviews with entrepreneurs and in the analysis of social networks, it showed a growth in the company's visibility abroad and the emergence of new products and ways to promote the business. There was also a significant increase in the satisfaction levels within the company.
Description
Keywords
Mudança Formação Pandemia Modelo de negócio Tecnologias digitais
Citation
Marinho, Sónia; Gonçalves, Vitor (2021). A importância dos recursos de base tecnológica nas empresas face à pandemia. In Carlos Teixeira; Vitor Gonçalves; Paula O. Fernandes.; Carla Sofia Araújo; Alexandra Rodrigues (Eds.) III Encontro Internacional de Língua Portuguesa e Relações Lusófonas: livro de resumos. Bragança. ISBN 978-972-745-296-5
Publisher
Instituto Politécnico de Bragança