Improving a customer engagement program: action research in strategy implementation

• Ano de defesa: 2023
• Autor(a) principal: Rossi, Guilherme Viecili
• Orientador(a): Gama, Marina Amado Bahia
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: eng
• Palavras-chave em Inglês: Change management; Strategic account management; Strategy implementation; Inertia in organizations; Customer engagement
• Link de acesso: https://hdl.handle.net/10438/34648

A Strategic Accounts Management Program is under implementation as part of a larger strategic change in an organization with a challenging context. This study aims to investigate, through action research, what areas of the program would most benefit from a change, plan, implement selected changes, and evaluate the effectiveness of the implemented changes using what is in the light of knowledge in strategy implementation. Initial findings from a survey and subsequent interviews pinpoint three crucial facets requiring refinement within the SAM program. Six months post-implementation, coded interviews reveal positive perceptions among program participants, demonstrating tangible improvements aligned with the research's primary objective.