DIRETRIZES PROPOSTAS PARA AUXILIAR EMPRESAS INDUSTRIAIS DE PEQUENO E MÉDIO PORTES NA ADEQUAÇÃO DE UMA LÓGICA DOMINANTE DE SERVIÇOS
Resumo
As PMEs – Pequenas e Médias Empresas do setor industrial vêm perdendo atratividade e competitividade no mercado ao adotarem uma estratégia centrada em produtos ao invés de uma estratégia centrada em serviços, agregando valor às suas ofertas (produtos) incorporando serviços aos clientes. Por meio da pesquisa, então, foram propostas diretrizes para auxiliar pequenas e médias empresas industriais na transição de uma lógica centrada em produtos para uma lógica de serviços. Com base em uma pesquisa qualitativo-descritiva, que envolveu entrevistas individuais em profundidade com uma abordagem semiestruturada com quinze líderes de oito empresas industriais, foram identificados fatores impulsionadores, barreiras internas e externas e possíveis mitigadores. Os resultados mostram que a lógica de serviços pode agregar valor e reduzir a competição por preços, culminando na proposição de trinta e duas diretrizes para apoiar outras empresas nesta transição.
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