Um Modelo de Aplicação de Bots nos Processos de Pricing
Data
2023-07-10
Autores
Ferrara, Beatriz Freitas 
Orientadores
Lucas Júnior, Durval
Tipo
Trabalho de conclusão de curso
Título da Revista
ISSN da Revista
Título de Volume
Resumo
Um dos principais desafios das empresas atualmente é se manter competitiva dentro do mercado digital, em que para sobreviver torna-se essencial se diferenciar dos concorrentes. Uma das vantagens competitivas que vem se apresentando cada vez mais importante nesse mercado é possuir uma área voltada para pricing. No entanto, por envolver diversas informações e diferentes áreas, operar de maneira eficiente torna-se fundamental. Logo, o uso de novas tecnologias, como os bots, se transformam em ferramentas imprescindíveis. O presente estudo tem como objetivo elaborar um modelo de aplicação de bots nos processos de pricing. A análise foi realizada a partir de estudos de casos múltiplos, em que os sujeitos de análise foram quatro gerentes de pricing de diferentes empresas e setores. A coleta de dados permitiu analisar como as áreas de pricing operam, e como elas fazem - ou não - o uso de bots dentro dos seus processos. A partir dos resultados obtidos, pode-se desenhar um modelo de aplicação de bots dentro do processo ótimo de pricing
One of the main challenges for companies today is to remain competitive within the digital market, where to survive it is essential to differentiate themselves from competitors. One of the competitive advantages that has become increasingly important in this market is having an area focused on pricing. However, because it involves diverse information and different areas, operating efficiently becomes essential. Therefore, the use of new technologies, such as bots, become essential tools. The present study aims to develop a model for the application of bots in pricing processes. The analysis was carried out based on multiple case studies, in which the subjects of analysis were four pricing managers from different companies and sectors. The data collection has allowed to analyze how the pricing areas operate, and how they do - or do not - use bots within their processes. From the results obtained, a model of application of bots within the optimal pricing process can be designed.
One of the main challenges for companies today is to remain competitive within the digital market, where to survive it is essential to differentiate themselves from competitors. One of the competitive advantages that has become increasingly important in this market is having an area focused on pricing. However, because it involves diverse information and different areas, operating efficiently becomes essential. Therefore, the use of new technologies, such as bots, become essential tools. The present study aims to develop a model for the application of bots in pricing processes. The analysis was carried out based on multiple case studies, in which the subjects of analysis were four pricing managers from different companies and sectors. The data collection has allowed to analyze how the pricing areas operate, and how they do - or do not - use bots within their processes. From the results obtained, a model of application of bots within the optimal pricing process can be designed.
Descrição
Citação
FERRARA, Beatriz Freitas. Um modelo de aplicação de bots nos processos de pricing. 2023. Trabalho de Conclusão de Curso (Bacharelado em Administração) - Universidade Federal de São Paulo, Escola Paulista de Política, Economia e Negócios, Osasco, 2023