Relationship and Innovation Marketing: A Study of Graphic Segment Organizations in Natal-Rn
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Published:
Jan 10, 2013
Keywords:
Innovation Radar, Relationship Dimension, Relationship, Graphic Companies, Rio Grande do Norte. Radar da Inovação, Dimensão Relacionamento, Relacionamento, Empresas gráficas, Rio Grande do Norte.
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Abstract
This work aims to analyze, through a quantitative research with the application of questionnaires with closed questions, the use of the Relationship dimension, one of the 13 dimensions that make up the Innovation Radar instrument, a method applied to measure the degree of innovation of enterprises. The analyzed companies, as a whole, seven graphics assisted by the Innovation Local Agents Program at Rio Grande do Norte, don't have effective actions to keep the customers, they know their needs and expectations about the product / service, but, despite that, they haven't innovated their practices to improve and establish lasting relationships. It was possible to notice that entrepreneurs are slowly absorbing the culture of providing facilities and resources that meet the desires and needs of their customers. We conclude that companies are open to new knowledge, concepts and changes, which is a cultural incentive for innovation and new approaches that will propitiate the growth and the expansion of the sector, using practices to improve the relationship with their customers.
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How to Cite
da Rosa, A. D. M., & Araújo, R. M. de. (2013). Relationship and Innovation Marketing: A Study of Graphic Segment Organizations in Natal-Rn. Revista Brasileira Multidisciplinar, 16(1), 9-24. https://doi.org/10.25061/2527-2675/ReBraM/2013.v16i1.38
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Artigos Originais
1437/5000
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• The author (s) warrant that the contribution is original and unpublished and that it is not in the process of being evaluated in other journal (s);
• The journal is not responsible for the opinions, ideas and concepts issued in the texts, as they are the sole responsibility of the author (s);
• Publishers have the right to make textual adjustments and to adapt the article to the rules of publication.
Authors retain the copyright and grant the journal the right of first publication, with the work simultaneously licensed under the Creative Commons Attribution License, which allows the sharing of work with acknowledgment of authorship and initial publication in this journal.
Authors are authorized to take additional contracts separately, for non-exclusive distribution of the version of the work published in this journal (eg publish in institutional repository or as book chapter), with acknowledgment of authorship and initial publication in this journal.
Authors are allowed and encouraged to publish and distribute their work online (eg in institutional repositories or on their personal page) at any point before or during the editorial process, as this can generate productive changes as well as increase the impact and citation of the published work (See The Effect of Free Access) at http://opcit.eprints.org/oacitation-biblio.html