Inovação aberta em vendas: a cocriação de valor nos processos de venda a partir de relações colaborativas entre empresa-cliente

Abstract

Sales innovation is a rarely addressed topic in everyday business as well as in academia. It is important sales innovation to be guided in order to create new methods and processes that aim to integrate the company to its customers. The main goal of this research is to propose a sales method based on the theory of Open Service Innovation to integrate company and customer to value co-creation to the actors who constitute the network. This dissertation also propose to identify and to analyze which value attributes are noticed by the customers as well as to analyze how the Open Service Innovation model can promote the integration between company and customer. Finally, this dissertation aims to validate the proposal of constructing a relationship platform that reunites the knowledge and the sales operation. This research used the Design Science Research methodology because it is a method oriented to problems solution, as well as to the construction and assessment of artifacts that can solve them. The research was conducted in two stages, the first being quantitative and applied through a questionnaire, with participation of 80 clients in the north and northeast regions of Brazil. The second stage took place through interviews applied to the 15 largest customers of the population participating in the first stage in order to validate the obtained data and construct the final solution. The resulting method of this dissertation allows to unite the company and its customers so together they can build foundation that will allow to get better results. Therefore, the method consent that the company shares with the sales representative the responsability of the relationship and of the sale; it predicts the use of technology to generate value to the actors; it allows the share of information, knowledge and objectives to develop sales innovation; it guides to build joint sales strategies in order to obtain efficiency and to reduce costs in the operation. This method is bidirectional and it promotes the information exchange among the actors as well as multichannel service. It encourages the value co-creation that emerges from the engagement between company and customer. This dissertation offers the opportunity of future researches about the result of its own apply and its stages. The sales research as a service is important because it is directly connected to understand the customers, market and ecosystem that it is inserted. The value creation from the sales activity also offers opportunity of new discoveries.