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A EVOLUÇÃO DA TECNOLOGIA EM GESTÃO DE PESSOAS – OS BENEFÍCIOS E DESAFIOS DA INTELIGÊNCIA ARTIFICIAL EM RECURSOS HUMANOS
(2024-11-06) LAIS CHAMAS MORAES; LUAN VICTOR MORETTI VERSSUTI
People management is one of the pillars of an organization, it is directly related to all activities aimed at the administration and development of a company's employees. It is necessary to develop an improved study on the implementation of technological resources, which assist the work of administration, and also, to consider the importance of Artificial Intelligence (AI) in the current sector, see the fact that this technology is increasingly introduced into the market and in organizations. Based on this, the objective of this work is to analyze and evaluate the impacts caused by the use of AI at the organizational level. In the methodology used, we opted for field research with the aim of collecting data directly from those responsible for the human resources area of different companies and finding out about the use, or not, of AI. The research attested that AI is already generally known by organizations in different areas of activity, with a largely favorable result for its use in this area based on the benefits provided. Further confirming that in most companies in the research, AI is already included as a work tool. Therefore, it is concluded that AI has great acceptance and is already being used within organizations, however, it is necessary to pay attention so that humans view AI only as an auxiliary tool to qualify and optimize their tasks, and not as “someone” that you must faithfully delegate all your tasks to or even a direct work competitor.
ADMINISTRAÇÃO DE EMPRESAS DE PEQUENO PORTE COM ENFASE NA GESTÃO FAMILIAR: UM ESTUDO DE CASO NA CIDADE DE VOTUPORANGA – SÃO PAULO
(2024-11-06) ISABELA FAUSTINO FAVALEÇA; JÉSSICA LIBERTI
Small business management, especially in family-run businesses, plays a fundamental role in the global economy. In cities such as Votuporanga, São Paulo, it is common to find family businesses. Despite bringing benefits such as trust and continuity, family management faces unique challenges, such as succession and professionalization. Understanding these dynamics can be crucial to ensuring the sustainability and competitiveness of these companies in the market, especially considering their relevance in the national economy. The general objective of this study is to analyze management practices in small family businesses in the city of Votuporanga, with a view to identifying factors that influence their effectiveness and longevity. To this end, a case study was conducted that will provide an in-depth understanding of the internal dynamics of these companies, offering valuable insights for both entrepreneurs and researchers in the area of management. Regarding the case study, carried out in the city of Votuporanga - SP, it was possible to conclude that the analysis of the family business, the target of this study, demonstrated an effective framework of commitment and tradition that are undeniable pillars of its continued success.
DESAFIOS DE MARKETING EM MICROEMPRESAS: UM ESTUDO DE CASO SOBRE INBOUND, OUTBOUND E MARKETING DE CONTEÚDO
(2024) MARIANA FERNANDES MONTEIRO; STHEFANY GABRIELLA DA SILVA OLIVEIRA
Marketing is a fundamental function of an organization. All other organizational functions depend on the demand for goods or services to operate, making the company’s financial success dependent on marketing. In the context of micro-enterprises, there is a growing concern about marketing; however, they face certain challenges and limitations. Furthermore, the emergence of digital marketing has made marketing more accessible and introduced a variety of strategies, including inbound marketing, outbound marketing, and content marketing. Based on this proposition, the objective of this study is to evaluate whether the implementation of inbound marketing, outbound marketing, and content marketing strategies is advantageous for a microenterprise in advisory, consultancy, and training services, within the consultancy segment, byboosting social media. The methodology adopted consisted of exploratory research with a quantitative approach and was conducted using bibliographic procedures, case study, and survey. The research revealed that the quality, relevance, and usefulness of the posted content are essential factors for the clients of the analyzed micro-enterprise. However, among the main difficulties when searching for consultancy services on social media are evaluating the company’s credibility and understanding the services offered. Thus, inbound marketing, outbound marketing, and content marketing strategies proved to be advantageous for the studied micro-enterprise. Therefore, marketing should be seen as a strategic function of organizations. It needs to keep pace with the changes the company faces and be aligned with its objectives, being essential to maintain competitiveness in the market.
GESTÃO DA PRODUÇÃO E MARKETING NO SETOR SECUNDÁRIO
(2024) IAN CARENO TEIXEIRA
This work addresses the intersection between production management and marketing in the secondary sector, highlighting how productive efficiency directly impacts operational costs, product quality, and employee well-being. The objective of this study is to identify and analyze management practices that can optimize production while strengthening marketing strategy, contributing to an organizational culture that promotes continuous improvement and competitiveness in the market. Furthermore, the study revealed that companies that implement effective marketing strategies, combined with productive management, can increase their market visibility and attract and retain customers. Implementing practices that consider both productive efficiency and employee satisfaction can lead to superior performance and a robust organizational culture. It is recommended that companies adopt holistic approaches, aligning their production and marketing strategies to ensure sustainability and long-term growth.
GESTÃO DE PESSOAS E CULTURA ORGANIZACIONAL NOS RESULTADOS DA EMPRESA
(2024-11-06) IAGO TORRES
To establish values and beliefs, companies create organizational culture. It can be in an elaborate way to express to customers the way it understands would be correct and of good character, or in an involuntary way, adding characteristics, mainly of the owners and even of employees, suppliers and customers. This generates a designed culture, with important factors that add value, making a strong organizational culture. Based on this information, the objective of this work was to investigate how the characteristics of an organizational culture can impact companies, whether in the provision of services, the sale of products, functionality results and the impact it generates on stackholders. The methodology used was a literature review for conceptual basis and understanding of the main factors involving organizational culture, followed by field research to determine brief knowledge of organizational culture and the impact that organizational culture has in relation to the activities of employees. employees, and what is the reflection and influence on their view of it in the professional context, the research was carried out through a questionnaire containing 8 (eight) questions related to organizational culture prepared in Google Forms, where participants were selected randomly, without distinction of age group or sector in which you work professionally. The results of the research confirmed that, even without having extensive knowledge of organizational culture, people were able to understand, through a short summary, how important the company's organizational culture is and made relationships with the impact it causes on the company's activities, even analyzing some characteristics that could be changed to help some processes. In this way, strengthening tactics for exploring concepts and applying them in the work environment used to create an organizational culture are of paramount importance to having an organization in order and that can aggregate the company's results, managing to keep it constantly evolving and without stagnating. transforming it into something as important as other strategies that companies adopt in sales, marketing or financial management.
LIDERANÇA FEMININA: NO SETOR MOVELEIRO DE VOTUPORANGA
(2024-11-06) LUIZA ALVES FERRARI
The following study aims to analyze both the social and professional context experienced by women. The first and second chapters are theoretical and are respectively aimed at contextualizing the role of women in society and the difficulties they face; and female leadership in organizations and the different impacts promoted by it. Finally, the third chapter is a case study carried out in a furniture company in the city of Votuporanga-SP, its aim was to discover and analyze the perception of the six interviewees on topics such as society, motherhood and professional life. After analyzing the interviews, it was possible to highlight how the six interviews had divergent opinions on the topics covered, promoted both by their experience in society, but also by the level of education they acquired. Therefore, the combination of these two factors allowed these women unique opinions on the topic and relevant analyses.
O IMPACTO DA INTELIGÊNCIA ARTIFICIAL: NA GESTÃO DE RECURSOS HUMANOS
(2024-11-06) GEOVANA ROCHA OLIVEIRA; STEFANY COELHO TEIXEIRA
The objective of the work is to present how Artificial Intelligence is increasingly present in the corporate environment in different areas of different segments. As presented, the new area that has been gaining recognition in the technological term is Human Resources, being applied in the Recruitment and Selection part, from the process of analyzing and advertising vacancies to the application of concepts for choosing a new employee. With the implementation of this new technology in the human resources department, more dynamic actions can be developed, leaving bureaucratic tasks and repetitive activities to be developed together with artificial intelligence, making it a more efficient sector. However, even with all the development of innovation, there may still be some challenges when implementing Artificial Intelligence as a general tool, such as failures during execution, lack of logical reasoning, disclosure of confidential data and the difficulty for the public may face the adaptation of technology, as human contact in organizations is still very considerable. The work includes introduction, development and final considerations, which aims to present the bibliographical research carried out on the concept of Artificial Intelligence in the Human Resources sector. With the elaboration of a simultaneous case study, the application of the hypothetical-deductive method, which aims to raise questions regarding the methodology presented about two small/medium sized companies in the city of Votuporanga-SP, in which they granted authorization to respond the questions asked through a questionnaire and online interview to prove the hypotheses addressed.
O MARKETING E SUA IMPORTÂNCIA NAS PEQUENAS EMPRESA
(2024-11-06) KLEBER ROBSON BEZERRA FERREIRA
Small businesses play a key role in economic development, especially in developing countries. Despite their importance, many face challenges such as limited financial resources and lack of management knowledge. In this context, marketing becomes essential for the survival and growth of these companies, enabling them to understand and meet customer needs and stand out in a competitive market. With the growth of e-commerce, digital marketing has become even more relevant, especially for small businesses looking to expand their online presence and seize opportunities in the digital market. The objective of this study was to investigate the relevance of marketing for small businesses, identifying how effective marketing strategies can improve visibility, attract and retain customers, and increase profitability. In addition, the study aimed to explore the main challenges these companies face when implementing digital marketing strategies, including the use of e-commerce to reach new audiences. The methodology used included a literature review on marketing and digital marketing, as well as a detailed case study of the company. Semi-structured interviews were conducted with small business managers and an online questionnaire was applied to collect data. The data analysis was performed using the content analysis technique, which allowed identifying patterns and valuable insights into the practical application of marketing strategies and the impact of e commerce. The results showed that the use of digital marketing strategies, such as SEO, content marketing and paid campaigns, were essential for the company's growth. In addition, the study revealed that e-commerce was one of the main channels used by small businesses to increase their visibility and reach new markets. The study also highlighted the importance of personalizing services and implementing a loyalty program to increase customer retention. The main challenges identified were the lack of knowledge about target audience segmentation and difficulties in measuring the results of digital campaigns. The study concluded that marketing is a crucial tool for the success of small businesses, allowing them to better meet customer needs and increase their competitiveness in the market. Digital marketing strategies and the use of e-commerce, when well planned and executed, can lead to significant results, such as increasing visibility and customer base, in addition to promoting sustainable growth.

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