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

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.