Gabriela Noronha

A habilidade de uma empresa em criar e manter um relacionamento duradouro com seus clientes no contexto business-to-business (B2B), é considerada vital para obter boa performance. Com a chegada da era digital houve mudanças nas interações sociais causadas pela tecnologia, e se tornou desafiador manter relações estreitas com clientes em um cenário de interações cada vez mais impessoais. Empresas provedoras de SaaS (Software as a Service), modelo de comercialização de software entregue pela da… Mostrar más

A habilidade de uma empresa em criar e manter um relacionamento duradouro com seus clientes no contexto business-to-business (B2B), é considerada vital para obter boa performance. Com a chegada da era digital houve mudanças nas interações sociais causadas pela tecnologia, e se tornou desafiador manter relações estreitas com clientes em um cenário de interações cada vez mais impessoais. Empresas provedoras de SaaS (Software as a Service), modelo de comercialização de software entregue pela da internet e não mais instalado na máquina do cliente, são um bom exemplo de negócio nascido na era digital que enfrenta desafios no relacionamento com clientes B2B. Apesar de possuírem o a vários recursos tecnológicos, essas empresas enfrentam um problema de retenção de clientes representado pelas altas taxas de cancelamento de contrato (churn). Esta dissertação tem como objetivo investigar se a teoria do marketing de relacionamento, citada pela primeira vez há quatro décadas, pode propor sugestões para que empresas provedoras de SaaS melhorem suas taxas de retenção de clientes. O estudo envolverá uma revisão teórica e será complementado por uma pesquisa empírica na forma de estudo de caso. Mostrar menos

Its common to see today large enterprise corporations encouraging subsidiaries to become more involved in innovation. As a proof of that phenomenon, a SAAS company headquarters in the United States recently authorized a team of internal entrepreneurs in the LATAM office, located in São Paulo, Brazil, to design a project that changes part of their sales model from a high touch to a low touch model. The main goal is to scale up SaaS sales in the region with atomized processes and low the costs of… Mostrar más

Its common to see today large enterprise corporations encouraging subsidiaries to become more involved in innovation. As a proof of that phenomenon, a SAAS company headquarters in the United States recently authorized a team of internal entrepreneurs in the LATAM office, located in São Paulo, Brazil, to design a project that changes part of their sales model from a high touch to a low touch model. The main goal is to scale up SaaS sales in the region with atomized processes and low the costs of customer retention for companies with a low probability of renewing and up selling. This research aims to analyze, based on a case study methodology, the efficiency of this new model compared with the traditional high touch model utilizing three different criteria: sales revenue, client’s satisfaction, and cost with customer retention.
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In today’s competitive market, multinational corporations have started to encourage subsidiaries to become more involved in the local generation of entrepreneurship actions and innovation. The tempt aims to benefit the local company and the global corporation by developing emerging-market strategies and targeting specific needs of the emerging consumer. This research aims to analyze, based on a case study methodology, how local innovation and entrepreneurship actions influence the success of… Mostrar más

In today’s competitive market, multinational corporations have started to encourage subsidiaries to become more involved in the local generation of entrepreneurship actions and innovation. The tempt aims to benefit the local company and the global corporation by developing emerging-market strategies and targeting specific needs of the emerging consumer. This research aims to analyze, based on a case study methodology, how local innovation and entrepreneurship actions influence the success of subsidiaries of Internet companies operations in Brazil. Questionnaires will be applied and interviews will be conducted with a sample of three Internet companies with subsidiaries in the country: LinkedIn, Facebook and Google. Mostrar menos

The increasing globalization and internationalization has led a considerable number of organizations to become international. From all around the globe, companies started to look abroad as a way to expend their existing operations. Among the preferable destinations, South America recently became a big and attractive market for foreign companies, welcoming business from all kinds of industry. In same cases the headquarters is located in a very different country, with a distinguished culture and… Mostrar más

The increasing globalization and internationalization has led a considerable number of organizations to become international. From all around the globe, companies started to look abroad as a way to expend their existing operations. Among the preferable destinations, South America recently became a big and attractive market for foreign companies, welcoming business from all kinds of industry. In same cases the headquarters is located in a very different country, with a distinguished culture and business environment. Aiming to investigate what is the influence of culture when it comes to pricing negotiation and language, this study will present the case of an Emirati company expending its operations into South America. Questionnaires were applied and interviews were conducted with the general manager and regional manager of Wavetec South America in order to answer our research questions and reach to a conclusion.
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