Gestão de inovação em ambientes imersivos na internet: modelo e técnicas de implantação com imagens panorâmicas
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2016-01-13
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A Inovação, vista como a maior força de alavancar novos negócios ou criar e manter uma vantagem competitiva, é sem dúvida uma boa estratégia para as organizações, todavia não é a garantia de sucesso incondicional. Para os gestores de ambientes virtuais, a Inovação se torna um processo complexo e exige a adequada compreensão para as corretas tomadas de decisões. Surgem então as questões: qual o papel deste gestor? Quais as áreas diretamente envolvidas? Em que sentido? Em que amplitude? Nessa investigação, procurou-se dar um contributo para melhor conhecimento dessas questões, colocando-se como objetivo principal propor um modelo de gestão de ambientes imersivos utilizando imagens panorâmicas 360º.
A abordagem teórica tem como quadro conceitual as visões atuais de referência sobre a inovação nos serviços e as áreas correlatas de marketing digital, design de interface e fotografia panorâmica. Esse suporte teórico fundamentou a elaboração do modelo de gestão de ambientes imersivos utilizando imagens panorâmicas 360º.
O modelo se baseia numa abordagem conceitual sobre a inovação para a gestão de ambientes imersivos em organizações culturais, governamental e corporativa. Para testar empiricamente as hipóteses em investigação o modelo foi aplicado em oito casos reais no Brasil, Portugal e Alemanha e analisa comparativamente a gestão desses novos ambientes e identifica os fatores determinantes do marketing digital.
Os resultados obtidos mostram (i) ser de necessária importância o desenvolvimento de um modelo que oriente os gestores no desenvolvimento de um ambiente imersivo e que reflita o ambiente físico da organização. (ii) A interface deste ambiente deve atender às necessidades dos usuários referentes à navegabilidade e usabilidade. (iii) Deve, ainda, proporcionar ao marketing digital uma ferramenta adequada de comunicação que poderá levar a vários objetivos da organização assim como o marketing de conteúdo será importante para criar conteúdo relevante para o usuário. (iv) É ainda importante ressaltar a colaboração que deverá haver entre os profissionais das áreas envolvidas e que permite à organização aprender novos métodos e procedimentos para possibilitar inovações as quais poderão alterar a forma de prestação do serviço.
Innovation is viewed as the major drive to foster new businesses or create and keep a competitive edge; undoubtedly it is a good strategy for organizations, however it does not assure unconditional success. For managers of virtual environments, Innovation has become a complex process which demands proper understanding for correct decision making. Thus, questions evolve, such as: what is the manager’s role? what areas are closely involved? in what way? what is the scope? In this investigation, it was tried to contribute for better knowledge on these questions, thus, the main goal is to propose a management model for immersion environments using 360-degree, panoramic images. The theoretical approach has a conceptual framework of current reference views on service innovation and correlate areas of digital marketing, interface design and panoramic photography, having developed a theoretical framework which founded the elaboration of a management model for immersion environments using 360-degree panoramic images. The model is based on a conceptual approach on the innovation for the management of immersion environments in cultural, governmental and corporate organizations. Aiming to test investigation hypotheses empirically, the model was applied to eight real cases in Brazil, Portugal and Germany, and comparatively analyzes the management of these new environments as well as identifies determining factors in digital marketing. The obtained results show (i) the importance of developing a model which guides the managers in the development of an immersion environment which reflects the organization physical environment; (ii) this environment interface must meet all users’ needs concerning navigation and applicability; (iii) must provide digital marketing with a proper communicative tool which may lead to several organizational goals, and concomitantly, the content marketing will be important to create a relevant content to users; (iv) the cooperation among all professionals from the involved areas allows the organization to learn new methods and procedures to enable innovations which may change the way of service delivery.
Innovation is viewed as the major drive to foster new businesses or create and keep a competitive edge; undoubtedly it is a good strategy for organizations, however it does not assure unconditional success. For managers of virtual environments, Innovation has become a complex process which demands proper understanding for correct decision making. Thus, questions evolve, such as: what is the manager’s role? what areas are closely involved? in what way? what is the scope? In this investigation, it was tried to contribute for better knowledge on these questions, thus, the main goal is to propose a management model for immersion environments using 360-degree, panoramic images. The theoretical approach has a conceptual framework of current reference views on service innovation and correlate areas of digital marketing, interface design and panoramic photography, having developed a theoretical framework which founded the elaboration of a management model for immersion environments using 360-degree panoramic images. The model is based on a conceptual approach on the innovation for the management of immersion environments in cultural, governmental and corporate organizations. Aiming to test investigation hypotheses empirically, the model was applied to eight real cases in Brazil, Portugal and Germany, and comparatively analyzes the management of these new environments as well as identifies determining factors in digital marketing. The obtained results show (i) the importance of developing a model which guides the managers in the development of an immersion environment which reflects the organization physical environment; (ii) this environment interface must meet all users’ needs concerning navigation and applicability; (iii) must provide digital marketing with a proper communicative tool which may lead to several organizational goals, and concomitantly, the content marketing will be important to create a relevant content to users; (iv) the cooperation among all professionals from the involved areas allows the organization to learn new methods and procedures to enable innovations which may change the way of service delivery.
Descrição
Tese de Doutoramento em Gestão
Palavras-chave
Gestão , Inovação , Marketing digital