VOIP no mercado corporativo: a institucionalização de uma nova tecnologia

• Ano de defesa: 2009
• Autor(a) principal: Armênio Neto, João
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Positivo; Brasil; Pós-Graduação; Programa de Pós-Graduação em Administração; UP
• Palavras-chave em Português: Inovações tecnológicas; Estratégia; CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: https://repositorio.cruzeirodosul.edu.br/handle/123456789/2898

This study intended to analyze the institutionalization process of the VoIP technology and the correspondent deinstitutionalization process of the circuit switched technology in the product strategy of Siemens Enterprise Communications. The study involved the international and Brazilian context in the period from 1993 to 2008. The typologies proposed by Oliver for the environmental pressures (political, social and functional), and strategic responses (aquiescence, compromise, avoidance, defyance and manipulation) were used as a reference model. The research strategy involved a case study by means of a qualitative method and longitudinal analysis. The collection and the analysis of the data were performed on secondary data sources through documental analysis and content analysis, and on primary sources through semistructured interviews. The result of the research demonstrate the institutionalization process of VoIP technology and the corresponding deinstitutionalization of the circuit switched technology, together with the associated practices on sales, marketing, R&D and services, in the studied organization. The majority of the environmental pressures which influenced the institutionalization process of the VoIP tehnology presented a functional characteristic. However, important political and social pressures were also identified in the process. The change has been happening in a gradual process, in which Siemens Enterprise has shown strategic responses of defyance, avoidance, compromise and aquiescence, as well as some evidence of manipulation. Furthermore, the recurrence between pressures and actions was verified, with recurrent feeding of the process, in which the actions result in pressures, which then result in new actions. In some situations, although the actions had the purpose of preserving the current institutional structures, they favored the institutional change. The instutionalization process inside the organization was more advanced at the end of the studied period than in the market which it was supported by the company, resulting in the application of institutional strategy by the organization.