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• W2156545360 abstract "Few industries have grown so much and so rapidly as the Information and Communication Technology (ICT), particularly the software segment, defined by Brazilian federal government as one of its high priority areas. Brazil, a country that has the larger ICT industry in Latin America, has assigned resources to encourage graduate and postgraduate studies in the field, and has fostered the development of firms in the sector. Considering such scenario, the academic research is needed not only in the technical field, but also in the business administration field, in order to support Brazilian companies to face a global competition. Software used to support business administration processes can be marketed as packages, standardized software that do not require interaction between the developer and the user, or as a service, in which the user firm contributes to the final product design. Such “service-software” or customized software is the focus of this study, which has two main objectives: − Explore market segmentation for such service, aiming at identifying how the clients can be grouped based on the analysis of the DMU’s – Decision Making Units – formed for a specific purchase. − Explore how the clients evaluate their suppliers, understanding what dimensions they use to position them. The theoretical background for the study is provided by the constructs developed in the field of strategic marketing, B2B marketing and services marketing, because customized software is here considered as a particular case of industrial service purchase. The field research was accomplished based on five selected purchase cases, and its results allow propositions about formation and dynamics of DMU’s for customized software purchase. One of such propositions is the possibility of market segmentation based on the beliefs the purchase process leader has about his/ her organizational role. Another result is the observation of use of subjective evaluation criteria for supplier assessments in the industrial purchase, frequently called “rational”. Finally, the research allows inferences about the supplier positioning dimensions adopted by the technical (IT) and non-technical (business) representatives participating in the service purchase or use." @default.
• W2156545360 created "2016-06-24" @default.
• W2156545360 creator A5020148248 @default.
• W2156545360 date "2015-10-16" @default.
• W2156545360 modified "2023-09-28" @default.
• W2156545360 title "Software sob Encomenda - Um Estudo Exploratório de Segmentação e Posicionamento no Mercado Empresarial" @default.
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• W2156545360 doi "https://doi.org/10.11606/d.12.2004.tde-26012005-165749" @default.
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