Gestão da informação e inteligência competitiva aplicadas ao serviço delivery online do setor de alimentação
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Data
2020-03-04
Autores
Stecca, Rodrigo da Silva
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Universidade Estadual Paulista (Unesp)
Resumo
A crescente demanda por refeições rápidas e práticas devido ao dia a dia cada vez mais agitado e com menor disponibilidade de tempo da população, a evolução dos meios de comunicação, em especial, o smartphone, e a praticidade do poder de escolha e acompanhamento do status de preparação e entrega das refeições na palma da mão, tem alavancado a quantidade e usuários e a variedade disponível nos aplicativos de delivery online de alimentos. A quantidade de transações executadas através dos aplicativos diariamente e a necessidade de manter sua competitividade perante os concorrentes, exige que as empresas de aplicativos de delivery online de alimentos gerenciem melhor as informações registradas na empresa e as informações externas à empresa que são relacionadas ao mercado e à concorrência. Para tanto, é necessário saber utilizar as informações disponíveis a favor das empresas, transformando-as em inteligência para dar suporte a tomada de decisão estratégica. O objetivo geral da pesquisa foi analisar a aplicação da gestão da informação e da inteligência competitiva nas plataformas de delivery online do setor de alimentos, como fator gerador de diferenciais competitivos. De modo específico, identificou-se o uso da gestão da informação e da inteligência competitiva no contexto das plataformas delivery online; comparou-se a aplicação da gestão da informação e da inteligência competitiva entre diferentes plataformas de delivery online; propôs-se parâmetros e indicadores de gestão da informação e de inteligência competitiva para plataformas de delivery online. Em relação à metodologia, a natureza é qualiquantitativa, do tipo descritiva-exploratória, cujo método é o Estudo de Casos Múltiplos, pois abriga várias técnicas que procuram descrever e traduzir a questão principal, promovendo entendimento do problema. A coleta de dados foi composta por três etapas e foi utilizada a técnica de triangulação de dados, com entrevistas utilizados roteiros semiestruturadas com os gestores das empresas, questionários fechados aplicados aos colaboradores e observação in loco. A amostra foi composta pelas empresas de aplicativos de delivery online do setor de alimentos do município de Tupã. Os resultados evidenciaram que as empresas fazem o uso dos dados disponíveis em seus bancos de dados internos para a tomada de decisão estratégica, mas não possuem um processo estruturado para coleta, análise e disseminação da informação extraída do ambiente externo, trabalho que é realizado somente quando pretendem resolver alguma situação. Constatou-se que as empresas analisadas não estão muito preocupadas com informações estratégicas relacionadas à concorrência, somente com informações relacionadas à inovação nos aplicativos, ou seja, o que há de novo em questão de tecnologia, e não em gestão. Por esses motivos, entende-se que não há uma cultura informacional aplicada de forma organizada nas empresas, fator que certamente proporcionaria um diferencial competitivo se utilizado, pois traria diferenciais competitivos às organizações.
The growing demand for fast and practical meals due to the increasingly hectic daily life and less time available by the population, the evolution of means of communication, especially smartphone, and the practicality of the power to choose and monitor status preparation and delivery of meals in reach, has leveraged the number and users and variety available in online food delivery applications. The number of transactions carried out through the apps daily and the need to remain competitive with competitors, requires online food delivery app companies to better manage information recorded inside and outside the company that is related to the market and competition. Therefore, it is necessary to know how to use the information available in favor of companies, converting them into intelligence to support strategic decision-making. The research general objective was to analyze the application of information management and competitive intelligence in online delivery platforms in food sector, as a factor that generates competitive differentials. Specifically, the use of information management and competitive intelligence was identified in the context of online delivery platforms; the application of information management and competitive intelligence between different online delivery platforms was compared; parameters and indicators for information management and competitive intelligence for online delivery platforms were suggested. Regarding the methodology, nature is qualitative and quantitative, of descriptive-exploratory type, whose method is the Multiple Case Study, as it houses several techniques that seek to describe and translate the main question, promoting the problem understanding. Data collect consisted of three stages and data triangulation technique was used, with interviews using semi-structured scripts with company managers, closed questionnaires applied to employees and on-site observation. The sample consisted of online delivery app companies in Tupã county food sector. The results showed companies use data available in their internal databases for strategic decision-making, but do not have a structured process for collecting, analyzing and disseminating information extracted from the external environment, a work that is performed only when intend to solve some situation. It was found that the companies analyzed are not so concerned about strategic information related to competition, only with information related to app innovation, that is, what is new in terms of technology, and not in management. For these reasons, it is understood that there is no information culture applied in an organized manner in companies, a factor that would certainly provide a competitive advantage if used, as it would bring competitive advantages to organizations.
The growing demand for fast and practical meals due to the increasingly hectic daily life and less time available by the population, the evolution of means of communication, especially smartphone, and the practicality of the power to choose and monitor status preparation and delivery of meals in reach, has leveraged the number and users and variety available in online food delivery applications. The number of transactions carried out through the apps daily and the need to remain competitive with competitors, requires online food delivery app companies to better manage information recorded inside and outside the company that is related to the market and competition. Therefore, it is necessary to know how to use the information available in favor of companies, converting them into intelligence to support strategic decision-making. The research general objective was to analyze the application of information management and competitive intelligence in online delivery platforms in food sector, as a factor that generates competitive differentials. Specifically, the use of information management and competitive intelligence was identified in the context of online delivery platforms; the application of information management and competitive intelligence between different online delivery platforms was compared; parameters and indicators for information management and competitive intelligence for online delivery platforms were suggested. Regarding the methodology, nature is qualitative and quantitative, of descriptive-exploratory type, whose method is the Multiple Case Study, as it houses several techniques that seek to describe and translate the main question, promoting the problem understanding. Data collect consisted of three stages and data triangulation technique was used, with interviews using semi-structured scripts with company managers, closed questionnaires applied to employees and on-site observation. The sample consisted of online delivery app companies in Tupã county food sector. The results showed companies use data available in their internal databases for strategic decision-making, but do not have a structured process for collecting, analyzing and disseminating information extracted from the external environment, a work that is performed only when intend to solve some situation. It was found that the companies analyzed are not so concerned about strategic information related to competition, only with information related to app innovation, that is, what is new in terms of technology, and not in management. For these reasons, it is understood that there is no information culture applied in an organized manner in companies, a factor that would certainly provide a competitive advantage if used, as it would bring competitive advantages to organizations.
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Palavras-chave
Gestão da Informação, Inteligência Competitiva, Serviço Delivery Online, Setor de Alimentação, Information management, Competitive intelligence, Online Delivery Service, Food Sector