A reputação corporativa on-line : um estudo com a abordagem da visão baseada em recursos

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dc.contributor.advisorMarcondes, Reynaldo Cavalheiro
dc.contributor.advisor1Latteshttp://lattes.cnpq.br/5082252604805492por
dc.contributor.authorSanda, Carlos Roberto
dc.creator.Latteshttp://lattes.cnpq.br/3925190943706051por
dc.date.accessioned2017-04-29T16:28:56Z
dc.date.accessioned2020-05-28T18:04:26Z
dc.date.available2020-05-28T18:04:26Z
dc.date.issued2016-12-14
dc.description.abstractThis dissertation aims to identify what resources and capabilities support the Corporate Reputation On-line from a company. Theoretical foundation has used the resource-based view (RBV), to connect the aspects that compose the Corporate Reputation On-line, the resouces and capabilities that companies use to support these aspects. The research adopted a descriptive exploratory study and used the qualitative methodology. The companies in the survey are from different sectors (retail, insurance, financial, children's products, hydraulic equipment) and sizes, which enjoy higher than average reputation in sites like Reclame Aqui or e-Bit. The interviews were conducted using a semi-structured script with opened questions, with managers who are responsible for planning and / or implementation of strategies for social and internet media. The data were processed and analyzed based on content analysis techniques. They were identified as key strategic resources and capabilities, the brand, organizational culture focused on customers and the integration of internal areas. These resources and capabilities are interrelated and combined to promote innovation in the consumer’s value perceived, by providing the most appropriate solutions, faster responses and assertive to their demands. In addition, the companies have demonstrated alignment among communication and combination of resources and capabilities, strategic or not, to meet their clients´ needs. It was also possible to verify that the companies promote channels to allow an interactive and dialogical relationship with their customers. Thus, they expand the possibilities from client to promote a positive evaluation on social media and rating sites, consequently influencing positively the Corporate Reputation On-line.eng
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dc.identifier.citationSANDA, Carlos Roberto. A reputação corporativa on-line : um estudo com a abordagem da visão baseada em recursos. 2016. 79 f. Dissertação (Administração de Empresas) - Universidade Presbiteriana Mackenzie, São Paulo.por
dc.identifier.urihttp://dspace.mackenzie.br/handle/10899/23611
dc.keywordscorporate reputation on-lineeng
dc.keywordsresources and capabilitieseng
dc.keywordson-line environmenteng
dc.keywordsresource-based vieweng
dc.languageporpor
dc.publisherUniversidade Presbiteriana Mackenziepor
dc.rightsAcesso Abertopor
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectreputação corporativa on-linepor
dc.subjectrecursos e capacidadespor
dc.subjectambiente on-linepor
dc.subjectvisão baseada em recursospor
dc.subject.cnpqCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESASpor
dc.thumbnail.urlhttp://tede.mackenzie.br/jspui/retrieve/14107/Carlos%20Roberto%20Sanda.pdf.jpg*
dc.titleA reputação corporativa on-line : um estudo com a abordagem da visão baseada em recursospor
dc.typeDissertaçãopor
local.contributor.board1Thomaz, José Carlos
local.contributor.board2Nassif, Vania Maria Jorge
local.publisher.countryBrasilpor
local.publisher.departmentCentro de Ciências Sociais e Aplicadas (CCSA)por
local.publisher.initialsUPMpor
local.publisher.programAdministração de Empresaspor
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