A tecnologia da informação como alavancadora de competitividade na cadeia de valor da indústria de bens de consumo : um estudo de caso

Abstract

In the search for competitiveness, organizations seek to identify, in their value chains, activities that are strategically relevant to understand the origens and possibilities of differenciation, as well as the cost behaviours. Thus, the activities of empowerment are related to the performance of internal processes and of organizational growth. This thesis seeks to identify, in the value chain of the organization that is object of study of the present paper, which activities and links have higher potential of value-added, identifying possible opportunities in the use of Information Technology in order to obtain competitive vantages to the company. This paper presents a case study as a form of qualitative research in a large Brazilian company operating in the area of consumer goods. Its data were collected through in-depth interviews as well as through semi-structured and open questionnaires with the company’s director, corporate directors and managers of the organization. Thus, the research’s results show some directions to be followed. They guide the use of Information Technology as a way to levarage competitiveness advantage for the company’s business, adding value in the supply chain, while at the same time operationalizing the process of Sales and Operation Planning (S&OP), and establishing movements that have impact in the three levels of corporative, business and functional strategy.