A gestão do conhecimento como estratégia de apoio à tomada de decisão organizacional na área de marketing.

Abstract

The approach of this study was to develop a knowledge-based system to assist in decision making in the marketing department of a company. Many authors claim that responding quickly to customer and users’ demands, the organizations must be equipped with information. In different situations, decision-making still takes into account only the past experiences, and this model no longer meets the precepts of the corporate world today, given the speed in which the market and competition are in search of improvement. It is necessary to incorporate knowledge, coming from the execution of processes, to contribute to qualified decision making. Based on the concepts of Competitive Intelligence and Artificial Intelligence, this paper presents proposed cycle storage and processing of organizational knowledge, by developing a decision support system using the precepts of knowledge management processes that contribute to strategic decision, applied to the marketing department of a manufacturer of accessories for motorcyclists. The outlook for the use of intelligent systems contributes to an improvement in decision-making process in order to obtain responses to a standard quality regarding the market demands. Once the most relevant data for decision making are collected through a method based on representational rules, an intelligent system based on knowledge is developed, directly influencing the decisions of the company. With this system, one can predict how the scene will be presented with factors that influence the sale of products. This scenario was not previously considered strategic for improvements in the marketing industry, because no one knew how to evaluate the involved factors.