Nesta pesquisa, são propostas definições de modelos de gestão da informação para orientar a estratégia de ação comercial de uma pequena empresa de TI. Como atividade inicial, foi feita uma contextualização da empresa, um mapeamento dos processos internos e uma redefinição de requisitos informacionais, para então fazer a proposição de um conjunto de novos modelos, com interfaces de saída de dados e de consulta com base em filtros para auxílio no melhor uso das informações. O novo conjunto de modelos foi implementado na prática e utilizado nas atividades diárias da ação da equipe comercial (gerência e equipe de vendas). O trabalho então relata a experiência obtida e traz também uma avaliação da facilidade, compreensão e uso das novas ferramentas. Foi utilizado o método da pesquisa-ação, pois havia interesse e abertura da empresa no sentido de implementar na prática o conjunto de modelos que seriam propostos. Buscou-se assim uma maior contribuição, tanto para o mundo acadêmico quanto para o gerencial, através da aplicação prática, onde foi possível ver em uso o que estava sendo proposto, podendo observar e avaliar as conseqüências práticas para a empresa. A empresa reagiu positivamente aos modelos implementados, tanto em termos de aceitação quanto na avaliação de compreensão e utilidade. A equipe de vendas avaliou o uso dos modelos como sendo algo que agrega valor e agilidade nas tarefas, assim como a gerência e a direção da empresa viram agregação nas atividades de tomada de decisão e de planejamento estratégico. A empresa, de forma geral, percebeu melhores condições de dominar a informação que circula por seus processos, o que pode dinamizar e orientar suas ações comerciais. / This research proposes to define models for information management to guide the commercial action of a small IT company. The activities start with a diagnosis of the company’s context and internal processes and a redefinition of information requirements, to then propose a new set of models, with interfaces of data output and consult, based on filters that lead to a better use of the information. The new set of models was implemented and used during the daily commercial activities (sales team and management). The practical experience is then detailed based on the evaluation of ease, comprehension and use. Action research was chosen as method for this study because there was interest and availability of the company to put in practise the new set of models that was proposed. Through the practical experience, it was expected do bring a wider contribution to academic and management worlds. The company reacted positively do the models that were implemented, in terms of acceptation and in terms of comprehension, ease of use and utility. The sales team evaluated the use of the models as something that brought added value and agility to their activities, as well as the commercial management and company’s directors, in the decision making activities and strategic planning. The company considered that, after using the models, there were better conditions of dominating the information which circulates along the processes, and, therefore, it became more dynamic to orient the commercial action.

Nesta pesquisa, são propostas definições de modelos de gestão da informação para orientar a estratégia de ação comercial de uma pequena empresa de TI. Como atividade inicial, foi feita uma contextualização da empresa, um mapeamento dos processos internos e uma redefinição de requisitos informacionais, para então fazer a proposição de um conjunto de novos modelos, com interfaces de saída de dados e de consulta com base em filtros para auxílio no melhor uso das informações. O novo conjunto de modelos foi implementado na prática e utilizado nas atividades diárias da ação da equipe comercial (gerência e equipe de vendas). O trabalho então relata a experiência obtida e traz também uma avaliação da facilidade, compreensão e uso das novas ferramentas. Foi utilizado o método da pesquisa-ação, pois havia interesse e abertura da empresa no sentido de implementar na prática o conjunto de modelos que seriam propostos. Buscou-se assim uma maior contribuição, tanto para o mundo acadêmico quanto para o gerencial, através da aplicação prática, onde foi possível ver em uso o que estava sendo proposto, podendo observar e avaliar as conseqüências práticas para a empresa. A empresa reagiu positivamente aos modelos implementados, tanto em termos de aceitação quanto na avaliação de compreensão e utilidade. A equipe de vendas avaliou o uso dos modelos como sendo algo que agrega valor e agilidade nas tarefas, assim como a gerência e a direção da empresa viram agregação nas atividades de tomada de decisão e de planejamento estratégico. A empresa, de forma geral, percebeu melhores condições de dominar a informação que circula por seus processos, o que pode dinamizar e orientar suas ações comerciais. / This research proposes to define models for information management to guide the commercial action of a small IT company. The activities start with a diagnosis of the company’s context and internal processes and a redefinition of information requirements, to then propose a new set of models, with interfaces of data output and consult, based on filters that lead to a better use of the information. The new set of models was implemented and used during the daily commercial activities (sales team and management). The practical experience is then detailed based on the evaluation of ease, comprehension and use. Action research was chosen as method for this study because there was interest and availability of the company to put in practise the new set of models that was proposed. Through the practical experience, it was expected do bring a wider contribution to academic and management worlds. The company reacted positively do the models that were implemented, in terms of acceptation and in terms of comprehension, ease of use and utility. The sales team evaluated the use of the models as something that brought added value and agility to their activities, as well as the commercial management and company’s directors, in the decision making activities and strategic planning. The company considered that, after using the models, there were better conditions of dominating the information which circulates along the processes, and, therefore, it became more dynamic to orient the commercial action.

Nesta pesquisa, são propostas definições de modelos de gestão da informação para orientar a estratégia de ação comercial de uma pequena empresa de TI. Como atividade inicial, foi feita uma contextualização da empresa, um mapeamento dos processos internos e uma redefinição de requisitos informacionais, para então fazer a proposição de um conjunto de novos modelos, com interfaces de saída de dados e de consulta com base em filtros para auxílio no melhor uso das informações. O novo conjunto de modelos foi implementado na prática e utilizado nas atividades diárias da ação da equipe comercial (gerência e equipe de vendas). O trabalho então relata a experiência obtida e traz também uma avaliação da facilidade, compreensão e uso das novas ferramentas. Foi utilizado o método da pesquisa-ação, pois havia interesse e abertura da empresa no sentido de implementar na prática o conjunto de modelos que seriam propostos. Buscou-se assim uma maior contribuição, tanto para o mundo acadêmico quanto para o gerencial, através da aplicação prática, onde foi possível ver em uso o que estava sendo proposto, podendo observar e avaliar as conseqüências práticas para a empresa. A empresa reagiu positivamente aos modelos implementados, tanto em termos de aceitação quanto na avaliação de compreensão e utilidade. A equipe de vendas avaliou o uso dos modelos como sendo algo que agrega valor e agilidade nas tarefas, assim como a gerência e a direção da empresa viram agregação nas atividades de tomada de decisão e de planejamento estratégico. A empresa, de forma geral, percebeu melhores condições de dominar a informação que circula por seus processos, o que pode dinamizar e orientar suas ações comerciais. / This research proposes to define models for information management to guide the commercial action of a small IT company. The activities start with a diagnosis of the company’s context and internal processes and a redefinition of information requirements, to then propose a new set of models, with interfaces of data output and consult, based on filters that lead to a better use of the information. The new set of models was implemented and used during the daily commercial activities (sales team and management). The practical experience is then detailed based on the evaluation of ease, comprehension and use. Action research was chosen as method for this study because there was interest and availability of the company to put in practise the new set of models that was proposed. Through the practical experience, it was expected do bring a wider contribution to academic and management worlds. The company reacted positively do the models that were implemented, in terms of acceptation and in terms of comprehension, ease of use and utility. The sales team evaluated the use of the models as something that brought added value and agility to their activities, as well as the commercial management and company’s directors, in the decision making activities and strategic planning. The company considered that, after using the models, there were better conditions of dominating the information which circulates along the processes, and, therefore, it became more dynamic to orient the commercial action.

Abstract The purpose of this study was to describe and understand the individualised integration of social and health services for frequent attenders by customer profile from the perspective of knowledge-based management. The study was carried out using the multi-method approach. Sub-study (Ⅰ) described what kind of customer profiles could be identified among municipal residents based on diaries (n=15) at the planning stage of the social and health care centre. Sub-study (Ⅱ) identified the customer profiles of frequent attenders based on service plans (n=56). Sub-study (Ⅲ) described, in the form of a register study, based on four customer profiles, the use of primary healthcare, emergency care and specialised healthcare services by frequent attenders (n=2388) and the social services decided to them. The data of the sub-studies was analysed by means of content analysis and systematic analysis as well as statistically. As a result of the study, customer profiles were generated both for municipal residents and for frequent attenders. The purpose of identifying customer profiles for municipal residents was to seek preunderstanding for the definition of frequent attenders’ customer profiles. With frequent attenders, physical, mental and social service needs are intertwined. The use of social and health services was highly individualised according to the customers’ current life situation. The study highlighted from the perspective of knowledge-based management the need for individualised integration of social and health services for frequent attenders and for the multi-disciplinary social and health information and the flow of information between different social and health service operators it requires. The results of the study can be utilised in the construction and management of the integration of social and health services for frequent attenders. / Tiivistelmä Tutkimuksen tarkoituksena oli kuvailla ja ymmärtää paljon palveluja tarvitsevien asiakkaiden yksilöityä sosiaali- ja terveyspalvelujen (sote) integraatiota asiakasprofiileittain tietoperustaisen johtamisen näkökulmasta. Tutkimus toteutettiin monimenetelmäisesti. Osatutkimus (Ⅰ) kuvasi, millaisia kuntalaisten asiakasprofiileja oli tunnistettavissa päiväkirjojen (n = 15) avulla hyvinvointikeskuksen suunnitteluvaiheessa. Osatutkimuksessa (Ⅱ) palvelusuunnitelmien (n = 56) perusteella tunnistettiin paljon palveluja tarvitsevien asiakasprofiileja. Osatutkimuksessa (Ⅲ) kuvailtiin rekisteritutkimuksena neljään asiakasprofiiliin perustuen paljon palveluja tarvitsevien asiakkaiden perusterveydenhuollon, päivystyksen ja erikoissairaanhoidon palvelujen käyttöä (n = 2 388) sekä heille myönnettyjä sosiaalipalveluja. Osatutkimusten aineistot analysoitiin sisällönanalyysillä, systemaattisella analyysillä sekä tilastollisesti. Tutkimuksen tuloksena syntyi sekä kuntalaisten että paljon palveluja tarvitsevien asiakkaiden asiakasprofiileja. Kuntalaisten asiakasprofiilien tunnistamisella haettiin esiymmärrystä paljon palveluja tarvitsevien asiakkaiden asiakasprofiilien määrittelyyn. Paljon palveluja tarvitsevilla asiakkailla fyysiset, psyykkiset ja sosiaaliset palvelutarpeet kietoutuivat toisiinsa. Sote-palvelujen käyttö oli vahvasti yksilöity asiakkaiden oman elämäntilanteen mukaan. Tutkimus nosti esille tietoperustaisen johtamisen näkökulmasta perusteen paljon palveluja tarvitsevien asiakkaiden yksilöityyn sosiaali- ja terveyspalvelujen yhteen kokoamiseen ja sen edellyttämään monialaiseen sote-tietoon ja tiedon liikkumiseen eri sote-toimijoiden välillä. Tutkimuksen tuloksia voidaan hyödyntää paljon palveluja tarvitsevien asiakkaiden sote-integraation rakentamisessa ja johtamisessa.

虛擬社區即指原本各自獨立的電腦，因某種秩序或某種共通性被逐一串連，而創造出的網路上的新世界。在匿名的環境中人們更容易傾吐心聲，表達真實感受，殊不知個人隱私正點點滴滴被記錄與分析，也成了目標行銷的一大利器。本研究的主要重點，即在探討目前虛擬社區蒐集的個人資料內容與用途，同時援用相關法令以分析該關係行銷作法是否可能違反若干隱私權保護原則，以及試圖尋找關係行銷與網路隱私權的平衡點，讓廠商與消費者兩造各取所需互蒙其利。 　　透過對Blizzard、AOL、Geocities、Liberty Financial、Amazon等五個個案的分析，發現儘管虛擬社區分屬不同行業，提供的服務也相去甚遠，但所蒐集的顧客資料其實大同小異，唯可以蒐集目的來劃分關係行銷層次。且虛擬社區在維護方面無甚弊病，然在蒐集與利用部份，泰半違反隱私權保護原則（即蒐集限制、目的明確化、利用限制等原則）。 　　針對目前仍具爭議性的問題，本研究乃站在客觀的角度加以描述，並加入來自各方廣泛的討論內容；在整理分析過後，試圖提出適當建議，例如虛擬社區在資訊中介者與資訊統合者之間的定位問題，研討虛擬社區應當如何調整與第三者公司的合作關係，以及如何建立管理機制，讓關係行銷與隱私權保護能兩者得兼。 第一章 緒論 1 第一節 研究背景 1 第二節 研究動機 4 第三節 研究目的與研究問題 7 第二章 文獻探討 8 第一節 虛擬社區 8 第二節 顧客輪廓資料與關係行銷 14 第三節 隱私權概說 17 第四節 電腦處理個人資料保護法 27 第三章 研究方法 34 第一節 觀念架構 34 第二節 研究變數與衡量 36 第三節 研究設計 41 第四節 研究限制 45 第四章 個案研究 47 第一節 個案描述與分析 47 第二節 問題與討論 73 第五章 命題發展 78 第一節 個案觀察 78 第二節 命題推論 87 第六章 結論與建議 93 第一節 研究結論 93 第二節 研究建議 96 參考文獻 99

Submitted by Daniele Santos (danielesantos.htl@gmail.com) on 2017-09-27T18:10:31Z No. of bitstreams: 1 Seju Mike - Revised Thesis Submission 27.09.17.pdf: 1322299 bytes, checksum: 5a95866783e524e5006dc5481fc7a968 (MD5) / Approved for entry into archive by Janete de Oliveira Feitosa (janete.feitosa@fgv.br) on 2017-09-27T19:00:58Z (GMT) No. of bitstreams: 1 Seju Mike - Revised Thesis Submission 27.09.17.pdf: 1322299 bytes, checksum: 5a95866783e524e5006dc5481fc7a968 (MD5) / Made available in DSpace on 2017-09-29T19:49:18Z (GMT). No. of bitstreams: 1 Seju Mike - Revised Thesis Submission 27.09.17.pdf: 1322299 bytes, checksum: 5a95866783e524e5006dc5481fc7a968 (MD5) Previous issue date: 2017-05-31 / This study explores the U.S. (United States) market for clothing and apparel of African origin and design; primarily focusing on the consumer of these fashion items. It delves into the field of Marketing study with an exploratory research approach to developing a consumer profile. By reviewing current market trends and analyzing results of survey data collected for the purpose of this study, it attempts to create an initial consumer profile using demographic and behavioral characteristics. Attaining an understanding of the target consumer is a crucial factor in determining a market entry strategy for new businesses and can also provide already existing businesses with a road map to achieving their full potential. Knowing who is most likely to buy your product aids the business in crafting the most appealing brand story for their target demographic. It also provides an understanding of where they frequent and what sales channels might be most attractive. As such, the relevance of this study lies in its ability to provide a starting point of reference for African brands, designers and retailers looking to expand their reach in the U.S. market place. Results of the study revealed a predominance of female buyers between the age of 30 to 35 years of age, living within the Mid-Atlantic region of the U.S. with buying patterns which indicated a preference for in-person shopping experiences versus online, and a tendency to purchase bargain items while seeking authenticity in the designs purchased, with a keenness towards supporting artisans on the continent. Further research into the subject matter is recommended, and should be aimed at achieving a more robust review of quantitative data as well as an expanded scope of qualitative research.