Дисертації з теми "Marketing innovative decisions"

The research results contribute to the theoretical and practical principles of innovation management in terms of increasing the level of information support for marketing innovative decisions in Ukrainian companies.
Результати дослідження розвивають теоретичні та практичні засади інноваційного менеджменту в частині підвищення рівня інформаційного забезпечення маркетингових інноваційних рішень в українських компаніях.

Knowing what to sell, when to sell, and to whom to sell is essential buyer behavior insight to allocate scarce marketing resources efficiently and effectively. Applying the theory of relationship marketing (Morgan and Hunt 1994), this study seeks to investigate the link between commitment and trust and firm adoption of radically innovative information technology (IT). The construct of radical innovation is operationalized through the use of cloud computing. A review of the vast scholarly literature on radical innovation diffusion and adoption, and modeling techniques used to analyze buyer behavior is followed by empirical estimation of each of the radical innovation adoption questions of purchase timing, brand choice, and purchase amount. Then, the inefficiencies in the independent model process are highlighted, suggesting the need for an integrated model. Next, an integrated model is developed to link the purchase timing, brand choice, and purchase amount decisions. The essay concludes with insight for marketing practitioners on the strength of the factors of commitment and trust on adoption of radical innovation, an improved methodology for the business-to-business marketing literature, and potential further research paths.

This dissertation examines the emerging practice of consumer neuroscience and neuromarketing, combined called CNNM. CNNM utilizes tools and technologies to measure brain activity and human behavior coupled with scientific theories for explaining behavior and cognition. Consumer neuroscience is one of the newest areas of application of neuroscience and related techniques, and is of significant social consequence for its possible deployment in the market place to both study and shape consumer behavior. Concerns arise in terms of consumer influence and manipulation, but there are also concerns regarding the actual efficacy and utility of the technologies and the application of behavioral theories. The dissertation's three essays each examine a facet of CNNM. Using historical sources, conference participation, and ethical analyses, the dissertation forms a multi-prong effort at a better understanding of CNNM through the use of science and technology studies (STS) methods. The first essay is an historical review of the usage of technologies to measure brain activity and behavior, parallel to the development of psychological theories created to account for human decisionmaking. This essay presents a new conception of "closure" and "momentum" as envisioned by social construction of technology and technological momentum theories, arriving at a new concept for inclusion called "convergence" which offers a multi-factor explanation for the acceptance and technical implementation of unsettled science. The second essay analyzes four discourses discovered during the review of approximately seventy presentations and interviews given by experts in the field of CNNM. Using and adapting actor-network theory, the essay seeks to describe the creation of expertise and group formation in the field of CNNM researchers. The third essay draws on a variety of ethical analyses to expand understanding of the ethical concerns regarding CNNM. It raises questions that go beyond the actual efficacy of CNNM by applying some of the theories of Michel Foucault relating to the accumulation of power via expertise. This essay also points in the direction for actionable steps at ameliorating some of the ethical concerns involving CNNM. CNNM is a useful technique for understanding consumer behavior and, by extension, human behavior and neuroscience more generally. At the same time, it has been routinely misunderstood and occasionally vilified (for concerns about both efficacy and non-efficacy). This dissertation develops some of the specific historical movements that created the field, surveys and analyzes some of the foremost experts and how they maneuvered in their social network to achieve that status, and identifies novel ethical issues and some solutions to those ethical issues.
Ph. D.

Purpose:  The purpose of this study is to analyze the perceived impact of business intelligence tools on marketing success. Methodology:  This research has conducted based on a literature study in the field business intelligence and pharmaceutical industry marketing. Primary  data  has  been  used  in  this  thesis  to  evaluate  the information technology impact on the  market performance for pharmaceutical industries. The SPSS software package is used to analyze the employee responses and statistical technique. Regression analysis is used to check the impact of information technology on market performance. Findings: One hundred fifty questionnaires were given to the employees of 15 different pharmaceutical companies located in Pakistan. Among them, 104 were collected back and 100 questionnaires were considered valid and used for further analysis. After analyzing the data, it was evaluated that information technology has a significant impact on market performance in pharmaceutical industries. According to the stakeholders, strategic planning, organizational support, knowledge management and technological advancement have significant impact on the success of information technology for decision support systems. Research limitations/Implications: More research will be required on the theory presented in this thesis “The Perceived Impact of Business Intelligence Tools on Marketing Success”.

Дисертація присвячена розвитку теоретико-методичних положень обґрунтування маркетингових інноваційних рішень на промислових підприємствах. У дисертації обґрунтовано об’єктивну необхідність впровадження маркетингових інноваційних рішень в господарську діяльність промислових підприємств. Сформульовано визначення поняття «маркетингове інноваційне рішення». Розвинено науково-методичний підхід до формування етапів процесу розроблення, прийняття та реалізації маркетингових інноваційних рішень. Запропоновано та обґрунтовано науково-методичний підхід до вибору маркетингових інноваційних рішень за результатами багатоаспектної діагностики проблемних зон господарювання, що ґрунтується на розрахунку інтегральних показників рівня ризику і якості. Удосконалено структуру маркетингової інформаційної системи і уточнено її функції та роль у процесі розроблення, прийняття та реалізації маркетингових інноваційних рішень. Упроваджено процес розроблення, прийняття та реалізації маркетингових інноваційних рішень на промислових підприємствах Сумської та Харківської областей. При цитуванні документа, використовуйте посилання http://essuir.sumdu.edu.ua/handle/123456789/29953
Диссертация посвящена развитию теоретико-методических положений обоснования маркетинговых инновационных решений на промышленных предприятиях. В диссертации обосновано объективную необходимость внедрения маркетинговых инновационных решений в хозяйственной деятельности промышленных предприятий. В работе исследованы проблемы и перспективы развития инновационной деятельности промышленных предприятий в Украине, уточнена и углублена сущность понятия «инновационное решение» и на этой основе выполнена классификация его разновидностей, которая предусматривает выделение следующих признаков: технологические параметры, степень новизны для исполнителя, глубина изменений, сфера использования, характер влияния на предприятие, источник финансирования, уровень успешности, масштаб новизны. Исследована сущность понятия «маркетинговое инновационное решение», под которым предлагается понимать результат когнитивной и творческой деятельности, который приводит к выбору нового варианта действий на основе диагностики проблемных зон хозяйствования и обеспечивает эффективность функционирования предприятия на основе инновационного маркетинга. На основании проведенных исследований систематизированы и предложены принципы качественных маркетинговых инновационных решений. Установлено, что для промышленного предприятия маркетинговое инновационное решение выступает не только внутренней движущей силой, но и инструментом воздействия на внешнюю среду хозяйствования. Своевременно разработанное маркетинговое инновационное решение дает возможность предприятию повлиять на текущую бизнес-ситуацию и задать тенденцию дальнейшего развития. Предложен и обоснован научно-методический подход к поэтапному итерационному выбору маркетинговых инновационных решений по результатам системного анализа и комплексной диагностики проблемных зон хозяйствования, основанный на расчете интегральных показателей уровней риска и качества решений и обеспечивающий формирование комплекса стратегических маркетинговых действий. На основании применения системного подхода предложен научно-методический подход к формированию этапов процесса разработки, принятия и реализации маркетинговых инновационных решений, который учитывает систему взаимосвязей активизирующих и сдерживающих факторов и предусматривает выделение трех укрупненных стадий: проблемной, изобретательской и исполнительной. Усовершенствован научно-методический подход к внедрению процедуры диагностики и исследования сущности проблемы хозяйствования предприятия, который использует многоаспектный подход к анализу среды хозяйствования и служит базой при выборе сферы разработки и принятия маркетинговых инновационных решений. Рассмотрена маркетинговая информационная система с точки зрения функций и роли ее составляющих в процессе разработки, принятия и реализации маркетинговых инновационных решений. Получил дальнейшее развитие научно-методический подход к формированию структуры маркетинговой информационной системы и определению направлений взаимодействия ее компонентов, который позволяет повысить качество маркетинговых инновационных решений. Внедрен процесс разработки, принятия и реализации маркетинговых инновационных решений на промышленных предприятиях Сумской и Харьковской областей. Разработаны рекомендации по формированию комплекса стратегических маркетинговых действий для реализации маркетингового инновационного решения с учетом специфики и состояния среды хозяйствования промышленного предприятия. При цитировании документа, используйте ссылку http://essuir.sumdu.edu.ua/handle/123456789/29953
The thesis is devoted to the development of theoretical and methodological substantiation provisions marketing innovative decisions for industrial enterprises. The objective necessity of implementing marketing of innovative decisions in the economic activity of industrial enterprises is proved. The concept of the definition «marketing innovative decision» is formulated. A scientific and methodical approach to the stages formation of the process of development, acceptance and implementation of marketing innovative decisions are developed. A scientific and methodical approach to marketing innovative decisions selecting by the results of problem areas multidimensional diagnostics based on the integrated indicators of a risk and quality levels calculation is offered and proved. The structure of marketing information system is improved and its functions and role in the development, acceptance and implementation of marketing innovative decisions are specified. The process of development, acceptance and implementation of marketing innovative decisions is implemented in the industrial enterprises of Sumy and Kharkiv regions. When you are citing the document, use the following link http://essuir.sumdu.edu.ua/handle/123456789/29953

xv, 145 p. : ill. (some col.)
This dissertation examines the role of affect in consumer judgments in two essays. The first essay explores the use of affect as a heuristic basis for judgments of the risks and benefits associated with new products. Current perspectives regarding the processes by which consumers make decisions about the adoption of innovations maintain that it is largely a cognitive process. However, the four studies that make up the first essay suggest that consumer assessments of the risks and benefits associated with product innovations are often inversely related and affectively congruent with evaluations of those innovations. The results support and extend previous research that has investigated the affect heuristic in the context of social hazards. The findings further indicate that more affectively extreme evaluations are associated with increasingly disparate assessments of risk and benefit. The results indicate that this relationship is consistent across a variety of products and product categories. Together, these findings challenge traditional conceptualizations of innovation adoption decision making and suggest that cognitive models alone are insufficient to explain innovation adoption decisions. The second essay investigates if processing fluency - the difficulty associated with processing information - may serve as an input to the affect heuristic and subsequent judgments of risk and benefit. Recently, Song and Schwarz investigated the relationship between differences in fluency and perceptions of risk. Their results suggested that fluency experiences influence risk perception through differences in familiarity and not as the result of fluency-elicited affect. The three studies included in the second essay re-examine those results in an effort to clarify the role of affect as a basis for perceptions of risk. The findings document a previously unreported reversal in preference for less fluent stimuli and suggest that fluency-elicited affect can explain the relationship between processing experiences and perceptions of risk. The results have important theoretical implications for our understanding of how people derive meaning from fluency experiences and for the role of fluency-elicited affect as a basis for judgments of risk and benefit.
Committee in charge: David Boush, Chairperson; Robert Madrigal, Member; Joan Giese, Member; Paul Slovic, Outside Member

Die vorliegende Arbeit befasst sich mit Innovationsdiffusionsmodellen und deren Anwendung in der Marketingpraxis. Sie hat zwei Ziele: Einen Überblick über existierende Innovationsmodelle zu schaffen und ein neues besseres Modell zu entwickeln. Es wird ein neuer Klassifizierungsansatz vorgeschlagen, mit dessen Hilfe ein strukturierter Überblick über die vorhandenen zahlreichen Innovationsdiffusionsmodelle möglich wird. Die Klassifizierung beruht auf den Annahmen in den Innovationsdiffusionsmodellen. Dies erlaubt im Gegensatz zu den bekannten Klassifizierungen (z.B. von Roberts/Lattin (2000)) die Bildung von disjunkten Modellklassen. Anhand der neuen Klassifizierung werden die prominenten Modelle, wie z.B. Bass-Modell (1969) bzw. Kalish-Modell (1985) eingeordnet und ihre Vor- und Nachteile aufgezeigt. Dieser Ansatz erleichtert eine Entscheidung für das beste zu verwendende Modell, wenn bekannt ist, welche Daten (Absatzdaten, Daten über Konsumenten etc.) zur Verfügung stehen und/oder welches Ziel (Absatzprognose, Preisbestimmung) verfolgt wird. Im zweiten Teil der Arbeit wird ein neues hybrides Innovationsdiffusionsmodell – das Information-Disicion-Evaluation-Modell (IED-Modell) – vorgestellt. Das IED-Modell besitzt zahlreiche Vorteile gegenüber existierenden Innovationsdiffusionsmodellen. Die Struktur des IED-Modells ist sehr allgemein so, dass das IED-Modell als eine Modellklasse bezeichnet werden könnte. Werden die Annahmen des IED-Modells genau definiert (z.B. über die Anzahl der Wettbewerbsprodukte usw.), erhält es eine explizite Form, die prominenten Innovationsdiffusionsmodellen ähnlich oder vollkommen identisch sein kann (für die Erstellung einer expliziten Form des IED-Modells siehe www.ied-modell.de). Ein solcher allgemeiner Modellierungsansatz des IED-Modells ist neu für die Innovationsdiffusionsforschung. Das IED-Modell und dessen Annahmen werden mittels Monte-Carlo-Simulationen analysiert. Beim empirischen Test an realen Daten wird das IED-Modell mit vier renommierten Innovationsdiffusionsmodellen verglichen. Laut diesem Vergleich ist das Anpassungsvermögen des IED-Modells im Durchschnitt besser als das der vier Vergleichsmodelle. Bei drei- und zehnmonatlichen Prognosen zeigte das IED-Modell eine sehr gute Vorhersagefähigkeit.
This work assesses innovation diffusion models and their application in marketing management. Its two principal aims are: (1) to give an overview of existing innovation diffusion models and (2) to develop a new and improved model. A new classification approach is proposed. The classification methodology bases on typical assumptions made in innovation diffusion models. Unlike prior classifications, e.g. Roberts/Lattin (2000), this approach allows for disjunctive classes. By means of this classification renowned models like Bass Model (1969) or Kalish Model (1985) are categorized, and their advantages and disadvantages are analyzed. This helps decide which model should be used depending on data availability (sales data, consumer data etc.) and the overall goal of a model investigation (sales forecast, pricing etc.). In the second part of this work the new hybrid innovation diffusion model – Innovation-Decision-Evaluation model (IED model) – is described. The model has several advantages compared with existing models. The structure of the IED Model is non-specific so that the IED model can be described as a distinct model class. When assumptions of the IED model are specified (e.g. number of competitive products) the model gets an explicit form which can be similar or even identical to other innovation diffusion models (for the design of an explicit model form see also www.ied-modell.de). Such a generalized modeling approach in IED modelling is new in innovation diffusion research. The IED model and its assumptions are analysed with Monte Carlo simulations. Its results are also empirically tested and compared with four renowned innovation diffusion models. The comparison reveals that the IED model has the best average fit and good forecast goodness.

Développer des produits mieux acceptés en intégrant les préférences des parties prenantes constitue un principal défi pour les concepteurs et les chefs de projet. Comment évaluer et améliorer l'acceptabilité des utilisateurs est devenu une importante question de recherche. Les approches actuelles laissent cette question pour les dernières étapes du processus de développement de nouveaux produits (NPD), quand un prototype est presque fini et quand c’est trop tard pour apporter des modifications. Pour cela nos travaux se déclinent dans les contributions suivantes : • Principes et démarches de co-conception testés au travers deux études de cas. • Démarche de co-adaptation de l'habitat pour le maintien à domicile. • Démarche d'évaluation du niveau d'acceptabilité d'une solution basée sur les réseaux bayésiens. • Démarche d'amélioration du niveau d'acceptabilité évalué, permettant la recherche et simulation de scénarios d'amélioration, combinant les réseaux bayésiens et un algorithme de recuit simulé. Les modèles et démarches proposés ont été appliqués à des projets de conception dans le domaine de la santé pour lequel nous avons pu identifier des spécificités
Developing products that are better accepted by integrating users’ and stakeholders’ preferences is a major challenge for designers and project managers. How to evaluate and improve users’ acceptability has become an important research question. Current approaches leave the acceptability evaluation question for the last stages of New Product Development process (NPD), when a prototype is almost finished and when it is too late to make changes. For this our work is divided in the following contributions: • The test of the co-design approaches through two case studies. • A co-adaptation approach of the habitat for home-healthcare. • An assessment approach of the acceptability level of a solution based on Bayesian networks. • An improvement approach of the assessed acceptability level, enabling the research and simulation of improvement scenarios, combining Bayesian networks and a simulated annealing algorithm

Online customer reviews are web content voluntarily posted by the users of a product (e.g. camera) or service (e.g. hotel) to express their opinions about the product or service. Online reviews are important resources for businesses and consumers. This dissertation focuses on the important consumer concern of review utility, i.e., the helpfulness or usefulness of online reviews to inform consumer purchase decisions. Review utility concerns consumers since not all online reviews are useful or helpful. And, the quantity of the online reviews of a product/service tends to be very large. Manual assessment of review utility is not only time consuming but also information overloading. To address this issue, review helpfulness research (RHR) has become a very active research stream dedicated to study utility-sensitive review analysis (USRA) techniques for automating review utility assessment. Unfortunately, prior RHR solution is inadequate. RHR researchers call for more suitable USRA approaches. Our current research responds to this urgent call by addressing the research problem: What is an adequate USRA approach? We address this problem by offering novel Design Science (DS) artifacts for personalized USRA (PUSRA). Our proposed solution extends not only RHR research but also web personalization research (WPR), which studies web-based solutions for personalized web provision. We have evaluated the proposed solution by applying three evaluation methods: analytical, descriptive, and experimental. The evaluations corroborate the practical efficacy of our proposed solution. This research contributes what we believe (1) the first DS artifacts to the knowledge body of RHR and WPR, and (2) the first PUSRA contribution to USRA practice. Moreover, we consider our evaluations of the proposed solution the first comprehensive assessment of USRA solutions. In addition, this research contributes to the advancement of decision support research and practice. The proposed solution is a web-based decision support artifact with the capability to substantially improve accurate personalized webpage provision. Also, website designers can apply our research solution to transform their works fundamentally. Such transformation can add substantial value to businesses.

碩士
遠東科技大學
行銷與流通管理系碩士班
106
The culture of catering is a common mode of banquet in Taiwanese culture, mostly used in weddings and funerals and folk offerings. The changes of culture and economy have also allowed catering be used in relocation, fundraising, and election in the society nowadays. With the consumer awareness rising and hotel and banquet halls springing up, consumers have more choices to choose from. The traditional catering industry has gradually into the phase of eliminating, replaced by other restaurant industry. The study is to investigate the important factors for consumers to choose the catering industry. The result revealed that: (1) Product innovation has no significant effect on perceived value. (2) Service innovation has significantly positive effect on perceived value and consumers can be satisfied by innovating the ways of service. (3) Word of mouth marketing has significantly positive effect on perceived value, which can be used to improve consumers’ confidence on choosing the catering. (4) Perceived value has significantly positive effect on purchasing decision. By enhancing consumers’ perceived value, purchasing decision can be better. (5) Perceived risk has interference effect between the perceived value and purchasing decision. The raise of the perceived risk would lower the perceived value of consumers when choosing the catering and thus influence its purchasing decision.

This study focuses on the international higher education service in i)Australia as one of the leaders in this service and ii) Thailand as an eastern developing country that has potential to offer this service. However, as a new country offering this service, Thailand lacks experience of operating it in the world market. Therefore, it is necessary to learn from a leading country, which has more experience, like Australia. This study aims to i) identify the factors affecting international students in coming to study at HEIs (Higher Education Institutions) in Thailand and in Australia (Melbourne), ii) explore how these factors influence each stage in the model of "International Students' Innovation Decision Process" in offering the international higher education service of Thailand and Australia (Melbourne), iii) present the implications of the results of this study with regard to marketing of the international higher education service by Thailand, iv) reveal how international higher education service is perceived by persons who are involved with this area in Thailand/Australia (Melbourne) and v) Propose practical directions for the international higher education service of Thailand by adapting the useful experiences of Australia (Melbourne). When international students have studied in their home countries, the international higher education service offered by other countries is a 'new' service to them. This view is therefore different to that taken by previous studies in similar areas. Therefore, the model in this study of 'the International Students' Innovation Decision Process' was developed in order to examine the factors affecting international students when making a decision to study abroad in Thailand and Australia. It was also developed to explore their experiences when they were studying at Higher Education Institutions: HEIs in both countries. The results of the study including the findings of Australia's experiences in offering the international higher education service will be used to assist Thailand in offering a high quality international higher education service. v In this study both qualitative and quantitative methods were used. The qualitative component included in-depth interviews with persons involved in the international higher education service in Thailand and Australia. The quantitative component involved a questionnaire survey which was designed to investigate factors affecting international students when making a decision to enrol, and when studying at HEIs in Thailand and Australia. The survey of international students in both countries was used to investigate 'the International Students' Innovation Decision Process. It incorporated five groups of factors; sources of information, HEI characteristics, country characteristics, benefits and risks of study abroad. Seventeen (17) HEIs and one (1) government department in Thailand and four (4) HEIs in Australia (Melbourne) were used for this study. Results of the in-depth interviews indicated that the demand by international students for study abroad in Thailand and Australia is still high. It was found in both countries that the international higher education service offers major benefits including cultural exchange as well as financial benefits. Strategies for offering this service that have been successful in Australia, for example use of reliable private agents, were identified and this could be utilised by HEIs in Thailand when offering the international higher education service to prospective international students. Findings of the survey with international students in both countries of this study identified 4 stages in 'the International Students' Innovation Decision Process' Knowledge Stage: building up the knowledge base Persuasion and Decision Stage: assessment and decision activities - Implementation Stage: reassessment activities - Confirmation/Disconfirmation Stage: confirmation/disconfirmation decision The international students' knowledge about study abroad in Thailand and Australia was found to be likely increased by word of mouth communication from acquaintances and also from the internet. Sponsors, parents and friends were likely to be influential vi sources of information when international students were making a decision to enrol at HEIs in both countries. HEI characteristics such as standard of courses and recognition of qualification, country characteristics, for example reasonable cost of living, were factors that influenced international students when making a decision to enrol at HEIs in both countries. High benefits and perceived risks of study abroad influenced international students when making a decision to enrol at HEIs in both countries. The results indicated that expectations of international students in both countries expectations were not met for all HEI and country characteristics once they were studying at HEIs in the destination country. For international students in Thailand, perceptions of the benefits of study abroad did not change, whereas in Australia perceptions of the benefits of study abroad such as 'learn English with native speakers' decreased. However, international students' perceptions of risks of study abroad changed very little in both countries. Further, the majority of international students in both countries intended to complete their study (at the confirmation/disconfirmation stage) in the destination country. This was the final stage of 'the International Students' Innovation Decision Process'. The international higher education service in this study is defined as a 'new' service (an innovation) for international students, who have already made a decision to enrol at HEIs in other countries. In order to examine the international higher education service as a 'new' service for international students who look for a place to study abroad, Rogers' (1995) innovation decision process was an effective model to utilise and adapt to examine international student perceptions and their experiences of the international higher education service in Thailand/Australia in each stage of 'the International Students' Innovation Decision Process' model. Moreover this model is also expected that this model will be helpful for future researchers who are interested in conducting research in similar areas particularly for research in developing countries that wish to offer international higher education service.

Artificial Intelligence is currently considered to be one of the most emerging technologies and that will have the greatest impact on both society and companies. In addition to its use at an organizational level, in operational terms, it's also used in the way it interacts with consumers is equally important and requires attention and development. Not all people have the same adaptability for the use of new technologies and that’s why it’s important to understand the differences that different generations have on this topic. Therefore, the main objective of this dissertation is to understand the real influence and impact that the use of AI can have in the consumer decision-making process, one of the marketing components that is currently more studied by specialists in the area, comparing Generation X with Millennials. With this objective, a questionnaire was developed whose objective was to study the influence and impact that the participants would feel at each stage of the consumer purchase decision process, through the application of AI. Within the different stages of the process, fictitious scenarios were created, where the use of an AI application is implicit for a better understanding of the questions and also of the research objective. With a final sample of 211 participants, the results suggest that AI may have an influence on some phases of the process, but not on all, regardless of the generation to which the participants belong.
A Inteligência Artificial é atualmente considerada como uma das tecnologias mais emergentes e que maior impacto terá tanto na sociedade como nas empresas. Para além da sua utilização a nível organizacional, em termos operacionais, a sua utilização na forma como interage com os consumidores é igualmente importante e requer atenção e desenvolvimento. Não são todas as pessoas que têm a mesma adaptabilidade para a utilização de novas tecnologias e é por isso que se torna importante perceber quais as diferenças que diferentes gerações têm quanto a este tópico. Por isso, o principal objetivo desta dissertação é perceber qual a real influência e impacto que a utilização de IA pode ter no processo de decisão de compra do consumidor, uma das componentes do marketing que atualmente é mais estudada por parte dos especialistas na área, comparando a Geração X com a dos Millennials. Com este objetivo, um questionário foi desenvolvido cujo objetivo foi estudar qual a influência e impacto que os participantes sentiram em cada fase do processo de decisão de compra do consumidor, através de aplicação de IA. Dentro das diferentes fases do processo foram criados cenários fictícios, onde estão implícitos a utilização de uma aplicação de IA para uma melhor compreensão das questões e também do objetivo da pesquisa. Com uma amostra final de 211 participantes, os resultados sugerem que a IA pode ter influência em algumas fases do processo, mas não em todas, independentemente da geração a que os participantes pertençam.

É inegável a presença que a Inteligência Artificial tem nos nossos dias, sendo uma realidade atual e não apenas do futuro. Nos dias que correm, é possível observar várias empresas, de diversos sectores de atividade, a utilizar a Inteligência Artificial no seu dia a dia e o Marketing, um sector que procura constantemente a inovação, é um deles. Posto isto, é essencial que as organizações percebam todas as dinâmicas subjacentes à Inteligência Artificial e compreendam como poderão tirar proveito destas tecnologias para as suas tarefas. Este estudo pretende perceber como funciona a Inteligência Artificial, as suas características, impactos e limitações, compreendendo assim a sua aplicabilidade na segmentação de clientes. Após analisar todas estas variáveis, durante a realização da revisão de literatura, as mesmas foram aprofundadas através de duas metodologias. Inicialmente através de um questionário online e através da realização de entrevistas. Após a análise dos outputs do questionário online, concluiu-se que a Inteligência Artificial tem características e impactos que influenciam positivamente a sua implementação na segmentação de clientes, ainda que este tipo de tecnologia tenha limitações, que poderão ser uma barreira na sua implementação. Relativamente às entrevistas, estas revelam que a Inteligência Artificial ainda é vista como uma tecnologia de apoio na tomada de decisão e, por isso mesmo, ainda precisa de suporte humano. No entanto, apesar desta conclusão, muitos dos colaboradores ainda olham para estas tecnologias como uma ameaça ao seu posto de trabalho, podendo originar resistência na sua implementação e incorrer em custos desnecessários para as organizações.
There is no doubt that Artificial Intelligence is a current technology, already being put into practice, rather than being something far ahead, as some might think. There are several companies, from different industries and sectors, using Artificial Intelligence on a daily basis, including Marketing, an activity that constantly seeks innovation. That being said, it is crucial that organizations understand all the dynamics underlying Artificial Intelligence and comprehend how they can take advantage of it for their day-to-day tasks. This study aims to investigate how Artificial Intelligence works; its characteristics; impacts; and limitations; and, consequently, assess the possibility of its application in customer segmentation. Firstly, all these aspects were thoroughly analyzed through literature review. Then, these were further developed by conducting two methodologies: an online questionnaire and interviews. The online questionnaire concluded that, while Artificial Intelligence’s characteristics and impacts positively influence its implementation in customer segmentation, this type of technology still has limitations that could constitute an obstacle. Regarding the interviews, the main insight was that Artificial Intelligence is still only perceived as a support in decision making, thus, dependent on humans. However, despite this conclusion, many employees still look at these technologies as a threat to their workplace, which can lead to resistance in their implementation and incur on unnecessary costs for organizations.

Atravessamos um momento único da nossa história, um tempo sem precedentes marcado pela mais grave pandemia mundial até hoje vivida e que teve um inegável impacto na vida das organizações. Estas enfrentam hoje um conjunto de desafios que passam pela manutenção das suas culturas, enquanto definem e validam novos modelos de trabalho, novos modelos de negócio e repensam profundamente as vantagens competitivas que até então detinham. A inovação é uma atividade fundamental nestes processos. Assim, o presente projeto começa por expor os principais contributos da literatura sobre cultura organizacional e sobre a promoção da cultura de inovação no seio das organizações. Através de uma abordagem baseada em Problem Structuring Methods (PSMs) e Design Thinking, procurar-se-á analisar o tema central deste projeto, aplicando-o à empresa VMLY&R Lisboa, que pretende refletir sobre a sua cultura organizacional e aumentar o seu potencial de inovação. Para tal, fez-se uso da técnica DEcision MAking Trial and Evaluation Laboratory (DEMATEL), considerada um PSM, que permitiu estudar e compreender as relações de causa-efeito que influenciam a problemática em estudo, envolvendo a organização na reflexão estratégica sobre o tópico e perseguindo uma abordagem colaborativa e construtivista. Em conjunto com a empresa, validaram-se os principais resultados do estudo e propôs-se um conjunto de ações concretas que permitem potenciar a sua cultura de inovação, ao mesmo tempo que são resumidos os principais contributos e as limitações da presente aplicação.
We are going through a unique moment in our history, an unprecedent time marked by the most serious pandemic in the world to date, which had undeniable impact on the organizations’ external environment. Companies now face a set of challenges and try to keep on with their cultures, while defining and validating new working models, new business models and deeply rethinking the competitive advantages they had until now, with innovation being a fundamental activity in these processes. Thus, the present study identifies the main contributions in the literature on organizational culture and on the promotion of innovation within organizations. Based on Problem Structuring Methods (PSMs) and Design Thinking, we analyze the study’s central topic, applying it to VMLY&R Lisboa, which intends to reflect on its own organizational culture and enhance its potential for innovation. To this end, DEcision MAking Trial and Evaluation Laboratory (DEMATEL), a PSM, is used, allowing cause-and-effect relationships between innovation factors that influence this topic to be understood, while pursuing a collaborative and constructivist approach. The main results were validated by the company’s Chief Executive Officer (CEO), allowing a set of concrete actions that can enhance a culture of innovation in VMLY&R Lisboa to be proposed. The contributions and limitations of the present study are also discussed.

Dada a relevância que as Pequenas e Médias Empresas (PMEs) têm na economia europeia – e tendo em conta o contexto de mercado, cada vez mais competitivo, em que estão inseridas – é possível afirmar que a temática inerente ao processo de adaptação das PMEs à Inteligência Artificial (IA) é de elevada importância. Perante um cenário social, ambiental e tecnológico em constante evolução, assiste-se a uma preocupação crescente por parte das PMEs em se adaptarem a tecnologias como a IA, reconhecendo todos os seus benefícios associados. Admitindo que a realização de uma análise completa dentro desta temática é uma tarefa desafiante, devido à subjetividade e à complexidade associadas ao tema, a presente dissertação pretende propor um modelo multicritério de apoio à tomada de decisão, criado através da combinação de mapeamento cognitivo com a técnica DEcision MAking Trial and Evaluation Laboratory (DEMATEL) em contexto neutrosófico. Este modelo surge no sentido de dissipar algumas falhas de estudos e modelos anteriores, pretendendo a estruturação do problema e o reconhecimento e perceção das iniciativas/fatores que devem estar no centro da análise (i.e., têm maior impacto no sistema). Desta maneira, contando com o apoio de um painel de especialistas na área da IA, bem como através da combinação das metodologias a adotar, resultou um sistema de análise que inclui situações de indeterminação no processo de decisão. As implicações práticas e os benefícios do sistema proposto são também objeto de análise.
Given the increasing relevance of small and medium-sized enterprises (SMEs) for the European economy – and considering the market context in which these companies operate in, which is ever more competitive – the SME adaptation process to Artificial Intelligence (AI) is of utmost importance. Due to a constantly evolving social, environmental and technological scenario, there is a growing concern on the part of SMEs to adapt to technologies such as AI, recognizing all its associated benefits. However, due to the subjectivity and complexity associated to the topic, an integrated analysis of the SME adaptation process is a challenging endeavor. The present study aims to propose a multicriteria decision support system using cognitive mapping and the DEcision MAking Trial and Evaluation Laboratory (DEMATEL) technique in a neutrosophic context. The objective is to overcome some of the limitations of previous studies and models, structuring the decision problem at hand and recognizing and understanding the initiatives/factors that should be at the center of the analysis. With the assistance of a panel of experts in the field of AI, an analysis system resulted that includes situations of indeterminacy in the decision-making process. The practical implications and benefits of the proposed analysis system are also analyzed.