This thesis is divided into two parts. Part I deals with demand management. For goods with no substitutes, under supply constraints, fairness considerations introduce negative externalities and lead to a market failure. One example of such a good with no substitutes is water. In case of a market failure, it is necessary to design coordination mechanisms called contracts which provide the right incentives for coordination. As “repetition can yield coordination”, the aim in this part is to design price based dynamic demand management contracts which, under supply constraints, mitigate the market failure. In these contracts, we consider complete information settings; and use the status quo proposition as a fairness criterion for designing them. The contracts are designed as almost noncooperative dynamic games, within the agency theory framework, where the agent (the consumer) is induced to consume at a specified consumption level based on the incentive mechanism offered by the principal (the producer). These contracts use the solution concept of sub-game perfect Nash equilibrium (SPNE) to compute the price (mal-incentive) that acts as a credible threat for deviation from the specified consumption level. In these contracts, unlike the dynamic contracts with asymmetric information, the penalty for deviation is proportional to the amount of deviation. First, we consider a two-period demand management contract for a single consumer satisfying the status quo proposition. Under the assumption that the gain to the consumer and the loss to the producer by deviation is small, the contract is shown to be economically efficient. It is shown that, in the finite horizon, a fair demand management contract cannot be efficient. The demand management contract is homeomorphic to finite horizon alternating bargaining model. In the finite horizon alternating bargaining model, there is a unique SPNE, in which the player who offers last is always at an advantageous position. In the two-period contract, the assumption considered attenuates the last mover advantage and leads to the efficiency. We have shown that one possible way to achieve efficiency, without the assumption, is to make the agents uncertain about the period of interaction. This possibility can be included in an infinite horizon contract. Hence, next, we design an infinite horizon contract for a single consumer. It is proved that this contract is economically efficient and provides revenue sufficiency. The sensitivity analysis of the contract shows that the discounting rate measures the aversion to conservation characteristics of the consumer. The analysis of the contract shows that a sufficiently time-patient consumer is not penalized for the deviation, as the consumer himself is aware of conservation requirements. This result is similar to the results for the present-biased preferences in behavioral economics. Lastly, the infinite horizon contract is extended to two consumers case which internalizes the externality a consumer causes to another. In the two consumer case, consumers are strategically noninteracting; and it is shown that the producer acts as a budget balancer. These contracts are also shown to be economically efficient. The demand management contracts achieve both the procedural and end-state fairness. Also, the infinite horizon contracts are homeomorphic to infinite horizon alternating bargaining model. The efficiency of infinite horizon contracts is due to their homeomorphism with the alternating bargaining process as they exhaust all possible mutual gains from exchange. In the two-period model, the bargaining process is constrained and hence all possible mutual gains are not eliminated, leading to the inefficiency. In part II of the thesis, we discuss the notions of exchangeability in the Shapley value. The Shapley value is a probabilistic value for the transferable utility (TU) cooperative games, in which each player subjectively assigns probabilities to the events which define their positions in the game. In this part, the objective have been to explore the aspect of subjective probability which leads to the uniqueness of the Shapley value. This aspect of subjective probability is known as exchangeability. We derive the Shapley value using de Finetti’s theorem. We also show that, in the Shapley value, each player’s prospects of joining a t-player game as the last member of the game is a moment sequence of the uniquely determined uniform distribution. We stress on finite exchangeability; and deduce that, with finite exchangeability, the Shapley value is the only value in which the probability assignment is a unique mixture of independent and identical distributions. It is concluded that, in both the finite and infinite exchangeable cases, the uniqueness of probability assignment in the Shapley value is due to exchangeability and the mixing with the uniform distribution.

Submitted by Josiane schunck (josianegschunck@gmail.com) on 2017-01-13T10:11:04Z No. of bitstreams: 1 Mercadologia - Schunck -Dissertação.pdf: 1017067 bytes, checksum: 12fbc30e8ddb1a94080b4b7fe084f228 (MD5) / Approved for entry into archive by Fabiana da Silva Segura (fabiana.segura@fgv.br) on 2017-01-13T14:06:39Z (GMT) No. of bitstreams: 1 Mercadologia - Schunck -Dissertação.pdf: 1017067 bytes, checksum: 12fbc30e8ddb1a94080b4b7fe084f228 (MD5) / Made available in DSpace on 2017-01-13T14:12:24Z (GMT). No. of bitstreams: 1 Mercadologia - Schunck -Dissertação.pdf: 1017067 bytes, checksum: 12fbc30e8ddb1a94080b4b7fe084f228 (MD5) Previous issue date: 2016-12-20 / The concept of direct selling is defined as a way of marketing products through personal contact without fixed business location (Peterson & Wotruba, 1996). In the industry of personal care, perfumery and cosmetics direct sales channel represents 25% of total revenue in Brazil, but there are companies that operate with several of them and coexisting distribution models that can go from department stores, drugstore and e-commerce. The representativeness of some of these sales channels begins to grow and, considering the direct selling model, the role of the independent sales representative is fundamental so that Direct Sales companies can access the consumer and remain competitive. DS companies depend on the representative actions, being the reason they have developed initiatives that aim to improve their performance. In this way, studying the role of the sales representative can bring contributions to the literature once in previous studies, although they were done with representatives, it could not observed this new context of the industry. The subject of study of this work was the direct sales representatives who commercialize several brands of cosmetics produced by different direct sales companies. The objective of this research was to understand if there is a causal relationship between the representative satisfaction, the activities she or he does during the sales process such as sales management, channel management and the effort she or he has to. It also aimed, once this effort is identified, to understand the relationship of it with the sales performance and outcome representative. A survey was sent to a group of representatives in Brazil and 1,243 responses were obtained. Based on these responses, Exploratory (AFE) and Confirmatory (AFC) Factorial Analysis and a Structural Equations Model (MEE) was developed to illustrate this relationship among variables. The Expectancy Theory was used to understand the relationship between Effort, Performance and Rewards from the perspective of the representative. The results showed that channel management is the factor that most influences the representative effort, it has a strong relationship with its performance, and outcome, confirming the Expectancy Theory applies for the direct sales business model. The analysis also allowed us to conclude that channel management and sales management are important points, since the representative, who acts as a channel him or herself, is not yet prepared or considered. Direct selling companies need to develop their independent sales representatives as marketing channel, to generate competitiveness in a multichannel environment direct sale is inserted. / O conceito de venda direta é descrito como um meio de comercialização de produtos através de contato pessoal sem um ponto fixo (Peterson & Wotruba, 1996). Na categoria de higiene pessoal, perfumaria e cosméticos (HPPC) a venda direta representa 25% das vendas, porém, existem empresas que operam com diversos modelos de distribuição que variam desde lojas especializadas, venda em farmácias, drogarias e supermercados até o e-commerce. A representatividade de alguns desses canais começa a crescer, e no modelo de venda direta, o papel do revendedor é fundamental para que as indústrias possam acessar o mercado consumidor e continuar competitivas. As empresas dependem da atuação do revendedor, e por isso têm proposto iniciativas que objetivam a melhoria do desempenho deste agente independente de vendas. Portanto, estudar o papel do revendedor pode trazer contribuições para a literatura, uma vez que estudos anteriores, apesar de estudarem o revendedor, não puderam observar este novo momento para o setor. O objeto de estudo desse trabalho foi revendedores de venda direta que comercializam marcas de cosméticos fabricadas por diferentes empresas de vendas diretas. O objetivo desta pesquisa foi entender se existe relação de causalidade entre satisfação do revendedor, e as atividades que ele desempenha no processo de vendas e como intermediário, como por exemplo, gestão de vendas, canal e o esforço, e identificado o esforço, qual a relação desta variável com o desempenho e o resultado do revendedor. A pesquisa foi enviada para todo o país e foram obtidas 1.243 respostas. Com base nessas respostas foram realizadas Análise Fatorial Exploratória (AFE) e Confirmatória (AFC) e gerado um Modelo de Equações Estruturais (MEE) desta relação. A Teoria da Expectância foi utilizada para entender a relação entre Esforço, Desempenho e Recompensa na visão do revendedor. Os resultados mostraram que a gestão de canal é o fator que mais influencia o esforço do revendedor, que tem forte relação com seu desempenho, confirmando a teoria da Expectância também na venda direta. As análises permitiram concluir também que a gestão de canal e a gestão de vendas, são pontos importantes, pois este revendedor que desempenha o papel de canal, ainda não está preparado e nem sendo tratado como um canal. As empresas de venda direta precisam se desenvolver na gestão deste agente como um canal, para gerar competitividade em um ambiente multicanal ao qual a venda direta está inserida.

Rapid digital transformation, accelerated by covid-19 and a younger, more digital workforce, has changed the B2B sales environment affecting customer behavior, business practices and technologies. To adapt to this change B2B companies need to create new endeavors that connect marketing and sales activities, and identify how these can be efficiently enhanced by technology and digital tools. There is a need to identify effective tactics in different phases of the marketing and sales process. Consequently, more academic research is needed to investigate critical issues that technology may have in the B2B buying process. This paper thereby aims to establish a framework for B2B companies on how to optimize the customer journey by supporting the sales process with digital inbound marketing. This is examined by looking at how B2B companies can optimize the sales process by targeting customers’ needs with relevant actions throughout the customer journey with the help of technology and digital means. The results of this exploratory single case study demonstrates that the customer journey is complex with several touchpoints, and to create optimized processes, the customer journey must be adapted to each specific customer segment. Further, the study also contributes to the literature by demonstrating the importance of the marketing and sales departments being integrated and working together to create efficient processes. The presented framework for a customer journey can be used by managers to visualize the sales process, and identify at what stages the process can be made more efficient by digital means.

El desarrollo del proyecto de tesis tiene como objeto de estudio a “Grupo Peruana”. Empresa encargada en comercializar diversos productos relacionados a panadería y pastelería. La problemática de esta empresa está enfocada en el proceso Gestionar Ventas en Tienda. La mayoría de las actividades de este proceso son ejecutadas de manera manual ocasionando lentitud en el proceso e insatisfacción en los clientes. Por ello, el propósito del proyecto es analizar, diseñar y modelar una propuesta tecnológica que permita solucionar la problemática. La propuesta es un sistema de información Web usando tecnológica Cloud que permita automatizar el proceso e integrar con otras aplicaciones. Primera etapa, análisis, ahí hemos aplicado el modelo Zachman enfocado a la arquitectura empresarial. Esto permite analizar los procesos de la empresa a nivel macro y el proceso relacionado a la problemática. Además, esto se complementa con la notación BPMN que permite descomponer el proceso en actividades y analizar cuáles podrían ser automatizada. Segunda fase, diseño y modelado, relacionada a la arquitectura de software. Esto inicia con los requerimientos funcionales y no funcionales que serán evaluados por su complejidad y relevancia para el negocio para convertirse en drivers arquitectónicos. Además, se emplearán estilos, tácticas y conceptos de diseño que permiten un diseño óptimo de los diagramas 4C con la finalidad de establecer una arquitectura más adecuada para la propuesta de solución. Finalmente, la guía del PMBOK para la gestión del proyecto que nos permite determinar el alcance de los entregables, costo, tiempo, recurso y los riesgos que podrían impactar en el desarrollo del proyecto. / This thesis project is focused on the company “Grupo Peruana”. This one is in charge of selling several products related to bakery and cake shop. Problematic situation is focused on the manage store sales process. Most of activities of this process are run a manual way. Because of them, the process is run slowly and customers are not satisfied with offered service. Therefore, purpose of this project is analyze, design, y model a technology proposal that allows to solve the problematic situation. Proposal of this project is related to an information system on web using Cloud technology that allows automating the process, and integrating with other applications. First stage, focused on analyzing, it has used the Zachman framework related to enterprise arquitecture. This allows analyzing the company processes at the macro level and the process focused on problematic situation. Besides, to complement this, it was used the BPMN notation in order to break down the process to activities which could be automated. Second stage, focused on designing and modeling of the solution, this is related to software arquitecture. This begins with functional and non-functional requirements that will be reviewed for its complexity and relevance for the business in order to become architectural drivers. Besides, it will use styles, tactics, and design concepts that allows an optimal design for 4C models in order to build a more suitable architecture for proposal of the solution. Finally, PMBOK guide, related to project management. This allows to define the scope of deliverables, cost, time, resource, and risk that could impact during the development of project. / Tesis

Цель исследования – разработать методические основы анализа и управления стратегическим поведением акторов ювелирного рынка в условиях неопределенности внешней среды. Разработан методический подход к планированию мероприятий по стимулированию продаж, основанный на идеях акторно-сетевой теории, используемых для анализа поведения на основе модусов калькулирования акторов базовой сети «продавец – покупатель – посредник» с целью формирования предложения ювелирных изделий в качестве объекта инвестирования в условиях неопределенности. Предложенный подход позволит повысить уровень управленческой осознанности по проблемам построения доверия в сетях акторов, сформировать соответствующие управленческие решения по развитию компетенций товароведов ювелирного салона. / The purpose of the study is to develop methodological foundations for the analysis and management of the strategic behavior of the actors of the jewelry market in the face of uncertainty in the external environment. A methodical approach has been developed to planning sales promotion activities based on the ideas of the actor-network theory used to analyze behavior based on the calculation modes of the actors of the basic network "seller - buyer - intermediary" in order to form a proposal for jewelry as an investment object under conditions of uncertainty. The proposed approach will increase the level of managerial awareness of the problems of building trust in networks of actors, form appropriate managerial decisions to develop the competencies of jewelry store merchandisers.

El uso de la tecnología en el proceso de ventas permite mejorar significativamente el servicio que ofrecen las empresas a sus clientes. En ese sentido, el presente proyecto consiste en diseñar la arquitectura de un Sistema de Gestión para el proceso de Ventas de Terceros. La propuesta se basa en un sistema Web para la gestión administrativa del proceso de Venta de Terceros. De forma general, la propuesta tiene como objetivo reducir el tiempo promedio de atención de nuestros clientes en 55% (de 11.3 días a 5 días útiles) y visibilizando el proceso para la gestión interna del mismo. La primera etapa se centra en el análisis de la empresa y el proceso aplicando el marco de trabajo de Zachman y TOGAF, para conocer la situación actual (AS-IS) del proceso de Venta de Terceros y poder analizar su problemática. Después, se identifican las oportunidades de mejora en el proceso con la aplicación de tecnología para posteriormente presentar una propuesta de solución (TO-BE). La siguiente etapa comprende el diseño de la propuesta tecnológica siendo el insumo principal los requerimientos de software identificados por los usuarios, se definen los respectivos drivers arquitectónicos funcionales y de calidad. Además, se establecen los estilos y conceptos arquitectónicos que serán parte de la solución. Finalmente, se utilizarán los diagramas de modelo C4 para explicar la arquitectura de software mediante una “aproximación” al detalle dividida en 4 pasos. / The use of technology in the sales process makes it possible to significantly improve the service that companies offer to their customers. In this sense, this project consists of designing the architecture of a Management System for the Third Party Sales process. The proposal is based on a Web system for the administrative management of the Third Party Sales process. In general, the objective of the proposal is to reduce the average attention time of our clients by 55% (from 11.3 days to 5 business days) and to make the process visible for its internal management. The first stage focuses on the analysis of the company and the process applying the framework of Zachman and TOGAF, to know the current situation (AS-IS) of the Third Party Sales process and to be able to analyze its problems. Afterwards, opportunities for improvement in the process are identified with the application of technology to later present a solution proposal (TO-BE). The next stage includes the design of the technological proposal, the main input being the software requirements identified by the users, the respective functional and quality architectural drivers are defined. In addition, the architectural styles and concepts that will be part of the solution are established. Finally, the C4 model diagrams will be used to explain the software architecture through a detailed “approximation” divided into 4 steps. / Tesis

資訊服務產業的發展，攸關所有產業的轉型升級，是促進資訊化社會發展與國家競爭力的動能。在資訊技術不斷進步下，物聯網、巨量資料、智慧城市等概念興起，使得資訊產品與服務的需求越來越客製化，從過去的單一產品與服務，逐漸偏向提供整體的解決方案，而在面對交易金額龐大且需求複雜的B2B企業客戶時，就相當仰賴業務人員的知識與能力，透過與顧客溝通的過程，傳遞產品與服務內容的資訊。 本研究透過「策略行銷4C架構」與「銷售管理程序」，針對I資訊服務公司的銷售訪談案例進行分析，探討銷案案例成功的因素、瞭解資訊服務產品在銷售時所蘊含的各項交易成本，以及業務人員在經營新客戶與舊客戶時的異同。 研究結果指出，銷售成功的原因除了必須比客戶更瞭解他們的需求外，也要依照交易時的環境、條件與目標限制進行分析，才能掌握與發揮自身的競爭優勢。而從本研究結果中可發現，資訊服務產品在銷售時，主要應著重降低買方的資訊蒐集與道德危機成本，尤其是在面對新客戶，雙方尚未達到互信基礎下，買方會懷疑賣方是否有履行合約的能力，因此可透過成功案例的分享、合約的保證或是其他可降低道德風險成本的方式，來降低雙方的交易成本﹔而對於已有合作經驗的舊客戶，維持一定的售後服務水準與關係，增加買方的專屬陷入成本，雙方才能有更長期的合作。

Com o aumento da capacidade de processamento de dados dentro das empresas de todos os portes e da disponibilidade de informações cada vez maior nos tempos atuais, o uso de indicadores e ferramentas de análise quantitativa tornam-se cada vez mais comuns nas mais diversas áreas, buscando-se eficiência, uma correta alocação de recursos e na geração de expectativas mais realistas de vendas e resultados. Enquanto muitos mercados apresentam uma variedade de dados e de estudos para serem usados como bases de referência, existem outros que ainda são carentes de informações básicas para planejamento e análise. O mercado de materiais cirúrgicos é um destes, onde não estão disponíveis as demandas dos clientes, as projeções de mercado ou as estimativas de market share. Este estudo busca, através da análise das vendas em 43 territórios de empresas de dispositivos médicos com atuação no Brasil nas áreas de ortopedia traumatologia, neurocirurgia e buco-maxilo-facial, aplicar a técnica de Análise Envoltória de Dados (DEA, do inglês “Data Envelopment Analysis”) como um modelo de análise comparativa de eficiência que possa auxiliar nos processos de tomada de decisão, mesmo com uma base restrita e limitada de informações. A aplicação da técnica de DEA apresenta resultados que permitem [1] destacar os pontos de melhoria para os territórios ineficientes buscando [2] homogeneizar a eficiência de atendimento por meio do [3] benchmarking entre as regiões buscando [4] uma maior competitividade neste mercado. / With the increased capacity of data processing within companies of all sizes and the currently availability of all sort of informations, the use of indicators and tools for quantitative analysis become increasingly common in many areas, allowing companies to achieve better efficiency, proper resources allocation, and the settle of more realistic performance expectations. While many markets feature a variety of data and studies, others are deprived of basic information for planning and analysis. Among these, the medical devices market have almost unavailable informations of customers demands, markets forecasts or estimated market share at a regional level. Through the analysis of 43 sales territories of medical devices companies in Brazil, this study uses the technique of data envelopment analysis (DEA) as a model for comparative efficiency analysis that can assist the processes of decision making, even with a restricted and limited database. The application of DEA technique provide results that [1] highlight the points of improvement for inefficient territories [2] in order to homogenize the efficiency of regions through [3] benchmarking between them, [4] to improve overall competitive level.

Com o aumento da capacidade de processamento de dados dentro das empresas de todos os portes e da disponibilidade de informações cada vez maior nos tempos atuais, o uso de indicadores e ferramentas de análise quantitativa tornam-se cada vez mais comuns nas mais diversas áreas, buscando-se eficiência, uma correta alocação de recursos e na geração de expectativas mais realistas de vendas e resultados. Enquanto muitos mercados apresentam uma variedade de dados e de estudos para serem usados como bases de referência, existem outros que ainda são carentes de informações básicas para planejamento e análise. O mercado de materiais cirúrgicos é um destes, onde não estão disponíveis as demandas dos clientes, as projeções de mercado ou as estimativas de market share. Este estudo busca, através da análise das vendas em 43 territórios de empresas de dispositivos médicos com atuação no Brasil nas áreas de ortopedia traumatologia, neurocirurgia e buco-maxilo-facial, aplicar a técnica de Análise Envoltória de Dados (DEA, do inglês “Data Envelopment Analysis”) como um modelo de análise comparativa de eficiência que possa auxiliar nos processos de tomada de decisão, mesmo com uma base restrita e limitada de informações. A aplicação da técnica de DEA apresenta resultados que permitem [1] destacar os pontos de melhoria para os territórios ineficientes buscando [2] homogeneizar a eficiência de atendimento por meio do [3] benchmarking entre as regiões buscando [4] uma maior competitividade neste mercado. / With the increased capacity of data processing within companies of all sizes and the currently availability of all sort of informations, the use of indicators and tools for quantitative analysis become increasingly common in many areas, allowing companies to achieve better efficiency, proper resources allocation, and the settle of more realistic performance expectations. While many markets feature a variety of data and studies, others are deprived of basic information for planning and analysis. Among these, the medical devices market have almost unavailable informations of customers demands, markets forecasts or estimated market share at a regional level. Through the analysis of 43 sales territories of medical devices companies in Brazil, this study uses the technique of data envelopment analysis (DEA) as a model for comparative efficiency analysis that can assist the processes of decision making, even with a restricted and limited database. The application of DEA technique provide results that [1] highlight the points of improvement for inefficient territories [2] in order to homogenize the efficiency of regions through [3] benchmarking between them, [4] to improve overall competitive level.

Com o aumento da capacidade de processamento de dados dentro das empresas de todos os portes e da disponibilidade de informações cada vez maior nos tempos atuais, o uso de indicadores e ferramentas de análise quantitativa tornam-se cada vez mais comuns nas mais diversas áreas, buscando-se eficiência, uma correta alocação de recursos e na geração de expectativas mais realistas de vendas e resultados. Enquanto muitos mercados apresentam uma variedade de dados e de estudos para serem usados como bases de referência, existem outros que ainda são carentes de informações básicas para planejamento e análise. O mercado de materiais cirúrgicos é um destes, onde não estão disponíveis as demandas dos clientes, as projeções de mercado ou as estimativas de market share. Este estudo busca, através da análise das vendas em 43 territórios de empresas de dispositivos médicos com atuação no Brasil nas áreas de ortopedia traumatologia, neurocirurgia e buco-maxilo-facial, aplicar a técnica de Análise Envoltória de Dados (DEA, do inglês “Data Envelopment Analysis”) como um modelo de análise comparativa de eficiência que possa auxiliar nos processos de tomada de decisão, mesmo com uma base restrita e limitada de informações. A aplicação da técnica de DEA apresenta resultados que permitem [1] destacar os pontos de melhoria para os territórios ineficientes buscando [2] homogeneizar a eficiência de atendimento por meio do [3] benchmarking entre as regiões buscando [4] uma maior competitividade neste mercado. / With the increased capacity of data processing within companies of all sizes and the currently availability of all sort of informations, the use of indicators and tools for quantitative analysis become increasingly common in many areas, allowing companies to achieve better efficiency, proper resources allocation, and the settle of more realistic performance expectations. While many markets feature a variety of data and studies, others are deprived of basic information for planning and analysis. Among these, the medical devices market have almost unavailable informations of customers demands, markets forecasts or estimated market share at a regional level. Through the analysis of 43 sales territories of medical devices companies in Brazil, this study uses the technique of data envelopment analysis (DEA) as a model for comparative efficiency analysis that can assist the processes of decision making, even with a restricted and limited database. The application of DEA technique provide results that [1] highlight the points of improvement for inefficient territories [2] in order to homogenize the efficiency of regions through [3] benchmarking between them, [4] to improve overall competitive level.