Modelagem para desenvolvimento de mercado com base nos aspectos intangíveis em empresas de varejo

• Ano de defesa: 2024
• Autor(a) principal: Gerhardt, Vinícius Jaques
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal de Santa Maria; Brasil; Engenharia de Produção; UFSM; Programa de Pós-Graduação em Engenharia de Produção; Centro de Tecnologia
• Palavras-chave em Português: Desenvolvimento de mercado; Varejo; Aspectos intangíveis; Market development; Retail; Intangible aspects; CNPQ::ENGENHARIAS::ENGENHARIA DE PRODUCAO
• Link de acesso: http://repositorio.ufsm.br/handle/1/32926

Market development strategies encompass the analysis and implementation of actions designed to attract and retain consumers by addressing their expectations. The retail sector provides a suitable setting for the implementation of these strategies, as it involves a direct channel of interaction and commercial transaction with consumers. Consequently, the management of intangible aspects is acknowledged as a source of competitive advantage and value creation for companies, exerting an influence on the market development of organizations. The objective of the present study is to propose a model that can assist in the management of intangible aspects for the market development of retail companies. A review of the scientific and gray literature provided support for the theoretical proposal regarding the impact of intangible aspects on the market development of retail companies. The theoretical proposal was validated through a focus group with experts in the field of retail market development. To diagnose the impact of these intangible aspects on market development, the initial research instrument was developed, which involved the same specialists and managers from a company in the fabric, clothing, and footwear segment of the retail sector. A second research instrument was developed and applied with the objective of enabling specialists in retail market development to propose strategies for enhancing interactions between the intangible aspects identified in the diagnosis stage. Based on the results obtained, an analysis of the strategies proposed by the experts was conducted, and a framework was developed to facilitate the visualization of interactions. The study identified and measured the impact of intangible aspects on consumer satisfaction, thereby providing an information base for future research on the topic. Furthermore, it provided strategic guidance for retail companies to leverage these aspects and increase consumer satisfaction, thereby driving market development.