Análise dos traços culturais de orientação para o cliente em uma indústria de Campina Grande.

Abstract

Companies are, currently, engaged in an intensely competitive environment, where are required increasingly faster reactions, productivity and innovation so that they can survive in the market. Administration of cultural processes is not a simple task, because it is made up of many subjective elements. However, it is clear that the organizational culture combined with client orientation becomes a condition of extreme importance for organizations that wish to gain competitive advantage. Thus, the study aims to analyze the extent to which the client orientation, and performance are present in a particular organizational culture. The method used was an exploratory and descriptive research in an agricultural products industry and waste processing of Campina Grande. The analysis unit consisted of six employees of the administrative sector of the company, carried out through a questionnaire, as a means of data collection. The analyzed results showed that the company has some elements of guidance to the client, however unsatisfactorily for a company that aims to have this aspect as a competitive differentiator. It was also found that the company has shown lower performance relative to its competitors, along with internal problems that can put it in a vulnerable situation in relation to the market. It was concluded generally that the company faces a worrying situation because it operates in a competitive market, has demonstrated worse results than competitors and does not have all the elements of client orientation that would serve as a major source of competitive advantage, that would help to overcome this adverse scenario.