Inovação técnologica como fonte de vantagem competitiva: caso TDM, SARL

Abstract

In today's world, markets are characterized as complex and dynamic. These characteristics are largely due to the increase in the levels of competition that can be experienced in the markets. In the face of huge competition, many companies have invested in technological innovation to meet the needs of customers, bringing product improvements, adding quality required and improve its distribution, and ultimately enable positive financial returns. In this context, the present work aims to show the benefits that can be generated by betting on technological innovation by companies, particularly by TDM. For the development of research, a case study was carried out at the company Telecomunicações de Moçambique SARL, through interviews with the company's marketing technicians. In order to be able to identify, with some ease, the benefits brought by technological innovation as well as the competitive advantages that TDM has with betting on innovative technologies, the research focuses particularly on the broadband TDM service supported by ADSL technology, which has been privileged for a strong commercialization due to its potential. As a result, it was found that technological innovation brings positive financial returns, that is, there was an improvement in the company's commercial performance, an increase in sales and operating results as well as an increase in the customer base of the broadband TDM service, that, due to the complementarity of the company's services, the increase in the customer base of this service enabled an increase in the number of customers in other services as well. Finally, although innovation technology brings competitive advantages and financial gains, TDM is betting more and more on informative and promotional campaigns aimed at making its services known to customers, mainly the new ones introduced in the base of modern technologies and that bring enormous value to the customer.(TRADUÇÃO NOSSA)