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Advisor(s)
Abstract(s)
Nos anos recentes, observou-se um rápido desenvolvimento das redes sociais virtuais, que se tornaram ubíquas e passaram a desempenhar um papel importante na vida das pessoas. Como consequência, uma larga quantidade de conteúdos gerados pelos utilizadores está agora disponível nas redes sociais.
O rápido incremento dos dados das redes sociais evoluiu para um problema, porque muitas organizações não têm a capacidade e os esquemas para processar tamanhas quantidades de dados em tempo oportuno, e que podem ser úteis, não só para melhorar o seu negócio, tal como o marketing, produtos, vendas, etc., mas também, por outro lado, para impedir o impacto dramático que os web social media podem ter na reputação das empresas, dos seus produtos, serviços ou marcas.
O eletronic word-of-mouth, por eles amplificado pode ter efeitos positivos ou negativos para a popularidade dessas empresas, desses produtos, serviços ou marcas.
Às organizações impõe-se, pois, a coleta, a monitorização e a análise eficiente desses conteúdos, atividades que podem integrar-se num processo de Inteligência Competitiva.
A Inteligência Competitiva é um conceito que lida com o ambiente competitivo das empresas, requerendo o domínio da informação e o conhecimento do seu ambiente externo em todos os seus domínios, traduzindo-se numa resposta estratégica de adaptação, garantindo uma rápida reação no momento certo.
Este estudo elegeu uma grande empresa - a “ANA - Aeroportos de Portugal, S.A.” e, através dele, pretende-se dar uma resposta (positiva ou negativa) a duas questões: saber se no seio desta empresa existe o dito processo de Inteligência Competitiva e se os dados das redes sociais são coletados, monitorizados e analisados no âmbito e para efeitos desse mesmo processo de inteligência competitiva, ou seja, para auxiliarem na tomada de decisões estratégicas.
Recently, there has been a fast development of web social media, which have become ubiquitous and have come to play an important role on people’s lives. Therefore, a large quantity of user-generated content is now available. The fast increase of social media data has evolved into a problem, since many organizations don’t have the capability nor the schemes to timely process such huge amounts of data, that can be useful on the one hand to improve their business in marketing, products, sales, etc., but also, on the other hand, to prevent the dramatic impact social media can have in their reputation, products, services, or brands. The electronic word-of-mouth, amplified by web social media, can have either positive or negative effects on the popularity of these companies, products, services, or brands. Organizations are thus supposed to collect, monitor, and analyse effectively that content, something that may be integrated within a process of Competitive Intelligence. Competitive Intelligence is a concept that deals with the competitive nature of companies, requiring the mastery of information and the knowledge of its external nature in all its domains, so that it can be translated into a strategic response of adaptation, ensuring therefore a quick reaction in the right moment. This study has chosen a large Portuguese airport management company – ANA – Aeroportos de Portugal, S.A. and our purpose is to give a positive or negative answer to two questions: if there is within this company the so called Competitive Intelligence process, and if data from social media are collected, monitored, and analysed in the framework of and for purposes of that same competitive intelligence process – in other words, if they are used to help in the strategic decision-making process.
Recently, there has been a fast development of web social media, which have become ubiquitous and have come to play an important role on people’s lives. Therefore, a large quantity of user-generated content is now available. The fast increase of social media data has evolved into a problem, since many organizations don’t have the capability nor the schemes to timely process such huge amounts of data, that can be useful on the one hand to improve their business in marketing, products, sales, etc., but also, on the other hand, to prevent the dramatic impact social media can have in their reputation, products, services, or brands. The electronic word-of-mouth, amplified by web social media, can have either positive or negative effects on the popularity of these companies, products, services, or brands. Organizations are thus supposed to collect, monitor, and analyse effectively that content, something that may be integrated within a process of Competitive Intelligence. Competitive Intelligence is a concept that deals with the competitive nature of companies, requiring the mastery of information and the knowledge of its external nature in all its domains, so that it can be translated into a strategic response of adaptation, ensuring therefore a quick reaction in the right moment. This study has chosen a large Portuguese airport management company – ANA – Aeroportos de Portugal, S.A. and our purpose is to give a positive or negative answer to two questions: if there is within this company the so called Competitive Intelligence process, and if data from social media are collected, monitored, and analysed in the framework of and for purposes of that same competitive intelligence process – in other words, if they are used to help in the strategic decision-making process.
Description
Keywords
Socia Media Intelligence Inteligência competitiva Redes sociais virtuais Intelligence Web social media Social media intelligence Competitive intelligence