Abstract
From the growing trend of the services sector participation in the Brazilian economic scenario, the demand for studies on this subject seek to deepen the understanding about the behaviour of the aspects that influence the occurrence of such evolution. Following this sense, the present study aimed to propose a diagnostic model to measure the performance of innovation and competitiveness in the telecommunications service sector, providing resources to develop strategies, in order to turn the company capable of acting in a position according to direct and indirect main competitors, being development guided by five factors: service production, technology, human resources, finance and marketing. Once constructed the model, the implementation proved to be valid, presenting itself as a practical tool to support managers and consultants in the overall assessment of the company, allowing also to analyse its performance situation regarding to the development of competitive forms of positioning.
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