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Publication
A perspectiva de um negócio local sobre a gestão do design e do visual merchandising: análise do café François
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Advisor(s)
Abstract(s)
A Gestão do Design apresenta um pensamento criavo e
possibilita soluções inovadoras para as mais variadas instâncias
organizacionais. Dessa forma, busca-se demonstrar aos gestores e
empresários os benecios de um plano de Gestão do Design eficaz e,
neste caso, a sua relação com o ponto de venda. A concorrência
mercadológica permite que o visual merchandising seja uma ferramenta
de diferenciação e conquista do consumidor. Portanto, este argo busca
identificar a relação existente entre a Gestão do Design e o Visual
merchandising aplicado a um estudo de caso de uma boulangerie da
cidade de Florianópolis – SC e qual o entendimento do proprietário sobre
estes assuntos. Através de levantamento bibliográfico sobre os dois
temas-chave, entrevista com o empresário e visitas ao local é descrita a
pesquisa proposta. Por meio do comportamento da organização em
estudo e, como objetivo secundário, será compreendida em que nível se
encontra a preocupação com o ponto de venda enquanto ferramenta da
Gestão do Design e contato direto com o consumidor e como as ações da
marca se refletem neste espaço.
ABSTRACT : The Design Management presents a creative thinking and provides innovative solutions for the most varied organizational levels. Thus, we seek to demonstrate to managers and business men the benefits of a Design Management effective plan and, in this case, their relaonship with the point of sale. The market competition allows the visual merchandising as a tool of differentiation and achievement of the consumer. Therefore, this article seeks to idenfy the relaonship between the Design Management and Visual merchandising applied to a case of a boulangerie of the city of Florianópolis - SC - Brazil and what is the owner’s understanding about these issues. Through a literature review about the two key issues, an interview with the manager and site visits, this research is described. Through the behavior of the organization under study and, as a secondary objective, it might be understood in wich level is the concern with the point of sale as a tool of Design Management and direct contact with the consumer and how the acons of the brand are reflected in this space.
ABSTRACT : The Design Management presents a creative thinking and provides innovative solutions for the most varied organizational levels. Thus, we seek to demonstrate to managers and business men the benefits of a Design Management effective plan and, in this case, their relaonship with the point of sale. The market competition allows the visual merchandising as a tool of differentiation and achievement of the consumer. Therefore, this article seeks to idenfy the relaonship between the Design Management and Visual merchandising applied to a case of a boulangerie of the city of Florianópolis - SC - Brazil and what is the owner’s understanding about these issues. Through a literature review about the two key issues, an interview with the manager and site visits, this research is described. Through the behavior of the organization under study and, as a secondary objective, it might be understood in wich level is the concern with the point of sale as a tool of Design Management and direct contact with the consumer and how the acons of the brand are reflected in this space.
Description
Keywords
Gestão do design Visual merchandising Boulangerie Design management Visual merchandising Boulangerie
Citation
PILATTI, G. ; GOMEZ, L. ; MERINO, E. (2014) - A perspectiva de um negócio local sobre a gestão do design e do visual merchandising: análise do café François. Convergências : Revista de Investigação e Ensino das Artes. ISSN 1646 - 9054. Vol. VII, nº 14.
Publisher
IPCB. ESART