APRENDIZAGEM INTERORGANIZACIONAL E MARKETING DE RELACIONAMENTO: UM ESTUDO EXPLORATÓRIO

Autores

  • Fabiano Larentis Universidade de Caxias do Sul
  • Claudio Baltazar Corrêa de Mello Universidade de Caxias do Sul (UCS)
  • Claudia Simone Antonello Universidade Federal do Rio Grande do Sul (UFRGS)

DOI:

https://doi.org/10.19177/reen.v14e22021162-194

Palavras-chave:

Marketing de Relacionamento, Relacionamentos Interorganizacionais, Aprendizagem Organizacional Situada, Processos Formais e Informais de Aprendizagem, Aprendizagem Interorganizacional.

Resumo

Este trabalho tem como objetivo analisar os processos de aprendizagem advindos dos relacionamentos interorganizacionais nas práticas do marketing de relacionamento entre fornecedores e clientes, através de um estudo qualitativo básico junto a empresas, com entrevistas em profundidade. Identificou-se a preponderância de processos informais de aprendizagem interorganizacional, a partir de experiências, trocas e mudanças de visões de mundo, tendo em vista as situações de aprendizagem, bem como o aprender a confiar, a se comprometer e a cooperar. Os processos formais de aprendizagem, por outro lado, contribuíram para o desenvolvimento de processos informais, e vice-versa.

Biografia do Autor

  • Fabiano Larentis, Universidade de Caxias do Sul

    Doutor em Administração (UFRGS)

    Docente do Programa de Pós-Graduação em Administração (PPGA UCS)

  • Claudio Baltazar Corrêa de Mello, Universidade de Caxias do Sul (UCS)

    Doutor em Administração (PUCRS/UCS)

  • Claudia Simone Antonello, Universidade Federal do Rio Grande do Sul (UFRGS)

    Doutor em Administração (UFRGS)

    Docente do Programa de Pós-Graduação em Administração (PPGA-UFRGS): 

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Publicado

2021-11-08

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Artigos Científicos