O papel da integração interfuncional na geração de valor em processos de gestão de demanda: um estudo de caso no setor de meios de pagamento

Abstract

Marketing, Sales and Operations need to be integrated within an organization. In this sense, cross-functional integration has a relevant role in the relations between the organization and its clients, helping to internally disseminate market information. Cross-functional integration can also help unite the participant functions from the Demand and Supply Processes (DSI), mitigate internal conflicts and improve the efficiency of the entire supply chain. Cross-functional integration is also an essential tool for achieving one of the main marketing goals of creating superior customer value. The purpose of this study is to analyze the performance of the integration mechanisms between the demand management processes and their respective impacts on the customer value in the means of payments sector. A case study based on questionnaire surveys and interviews was carried out in a company engaged with the means of payment business. The integration factors present in the organization were analyzed and the most quoted by the employees were those of an informal nature, however, some formal integration factors were able to stimulate the occurrence of other informal factors. According to the interviewees, the cross-functional integration can improve the commitment to the common objectives of the organization as the delivery of the service to the client and agility, consequently optimizing the quality of the services and the delivery of the value for the client.