Information Technology Communication: Main Challenges and Pitfalls to Marketing and Management – Evidence from Curitiba (in Brazil)

Information Technology Communication: Main Challenges and Pitfalls to Marketing and Management – Evidence from Curitiba (in Brazil)

Adriane Setti (University of Algarve, Portugal), Marisa Cesário (University of Algarve, Portugal), Sílvia Brito Fernandes (University of Algarve, Portugal) and Júlio Da Costa Mendes (University of Algarve, Portugal)
Copyright: © 2015 |Pages: 21
DOI: 10.4018/978-1-4666-8459-1.ch002
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Abstract

Information technology (IT) changes introduce technical foreign terms in professionals' vocabulary which became part of many organizational routines. Communication problems result from the fact that the user (customer) not always dominates several terms. In this chapter, we analyze the communication defects between IT professionals and users of their products and services, and then discuss some pitfalls and challenges to management and marketing. It addresses the communication between IT professionals and users in the corporate environment of Curitiba (Brazil). Results lead to perceive a need of formal training and screenplay by IT professionals to serve customers, manage their careers and assist technology on behalf of customer needs. This chapter suggests that professionals must be clear with users to create confidence, in order to improve business practice. And users expect professionals to share and explain them their actions toward machines/systems, and listen to what they require. This is very important to marketing as a sustainable link with the company can be created.
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Theoretical Framework

One deficiency was detected from previous researches (Wurman, 2005; Mattana et al., 2006; Kunsch, 2007; Cunha, 2009; Cassarro, 2011; Rezende, 2011; Silva, 2011): the user is not always familiar with technology or able to express himself; and the professional who deals directly with the public not always has the communication ability to guide the user. The care for complete training of future active professionals seeks turning them capable to explore and adapt the full power at their disposal. This study aims to highlight the importance of guiding individuals that play different roles in society, both IT users and professionals, to be able to maintain a clear and effective interpersonal communication.

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