Contributions from marketing activities to value chain

A case study in an IT company

Authors

DOI:

https://doi.org/10.29149/mtr.v4i1.5686

Keywords:

Marketing, Market orientation, Value chain, Organizational culture, Systemic thinking

Abstract

In general, organizations maintain the relationship with the external environment as one of the main responsibilities of marketing activities. Information technology companies have the knowledge as the main strategic resource since it is through them that results are achieved. Given this scenario, it is questioned how these activities can make strategic contributions to the organizations from the dissemination of this obtained knowledge. Thus, this research aims to understand how marketing activities contribute to the other activities of the value chain of an information technology organization, which focuses on the client as part of its mission and as one of its main institutional values and understand the contributions of these activities to the organization based on the dimensions of market orientation theory. From a qualitative research, this case study used as data collection technique the semi-structured interview and content analysis as a technique for analyzing the information collected. There is a set of contributions to the organization in all activities of the value chain where marketing activities not only contribute but are also benefited by the development of other activities through the vision of the circular value chain. Also, it is observed that how more strategic relevance is attributed to the marketing activities, the greater will be the approximation of these companies with the expectations of the market in which they are inserted.

Author Biographies

Claudio Testoni Cardozo, UNISINOS - Universidade do Vale dos Sinos

Mestre em Gestão e Negócios

Oscar Rudy Kronmeyer Filho, Universidade do Vale dos Sinos - UNISINOS

Doutor em Engenharia da Produção

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Florianópolis, Praia da Lagoinha

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Published

2019-09-06

How to Cite

Cardozo, C. T., & Rudy Kronmeyer Filho, O. (2019). Contributions from marketing activities to value chain: A case study in an IT company. Marketing & Tourism Review, 4(1). https://doi.org/10.29149/mtr.v4i1.5686

Issue

Vol. 4 No. 1 (2019): V. 4, Número 1

Section

Artigos

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