Marketing ágil: a cocriação de valor entre consumidores e equipes de marketing no contexto da Lógica Dominante do Serviço

Abstract

The marketing teams are constantly trying to humanize their communication to make it more agile, so that customer feedback can be used strategically to generate value through the products and services offered. In this way, many started applying agile practices in their routines. This work aims to verify the use of Agile Marketing as a valuable tool for co-creating value between customers and marketing teams in Service-Dominant Logic (SDL). In this sense (considering the previous paragraph), this study is exploratory, with a qualitative content analysis approach, using bibliographic research and field research through a self-applied questionnaire. For data processing, the software used was QDA Miner Lite to perform the content analysis associated with the statistical analysis of frequency and graphs. The results showed that: the application of agile methodologies within marketing teams generates direct benefits for companies, such as increased productivity, improved internal and external communication, the ability to be data-driven, and, in addition, it contributes enormously to the co-creation of value defended by (SDL). It is worth mentioning that the topic is still little explored in academic and business environments. The main contribution of this study for managers is an innovative methodology that should be investigated and disseminated both to understand the impacts that agile practices have on companies from different sectors of activity, as well as for managers to guide and develop Value Co-creation (VCC) among their teams and their customers. For academia, the contribution was the development of a framework with two approaches that, together, broaden the focus of understanding and application in the context of value co-creation.