A importância de um website na comunicação B2B no setor da consultoria

: o caso da INOVA+

Abstract

This study aims to contribute to the understanding of the importance of websites in B2B communication in the consulting sector. In a highly competitive digital context, websites gain significant relevance as a digital showcase through which companies convey relevant information about their activities and position themselves in the consumer's mind. In this regard, there was still a need to address a question regarding the importance of a website in B2B communication within the consulting sector Through the case study of the consulting firm INOVA+, direct observation in the organizational context, and the conduct of semi-structured interviews, it is concluded that the website's relevance lies in enabling companies to convey information and strengthen their credibility in the industry, aiming to attract potential clients and influence the decision-making process. This importance stems from the evaluation of the quality of institutional websites, which is based on five indicators, positively influencing clients assessment of this channel. These indicators include usability, satisfaction, content, reputation, and update. This work contributes to building knowledge about the relevance of this channel in B2B communication in the consulting sector and provides insight into clientes perceptions when evaluating the quality of institutional websites in this industry.

Date of Award	10 Apr 2024
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Susana Silva (Supervisor)