Abstract

This study identifies and analyzes the use of New Information and Communication services companies in Brazilian state of Santa Catarina. We have surveyed 14 companies of all sizes and segments. The study design was exploratory and descriptive and uses qualitative approach. A non-probability sampling has been adopted and the information was collected through structured non-disguised interviews with the leaders of the selected companies. The main conclusion of the study is that companies are not using the NICTs properly and, because of that, do not exploit all its possibilities. Lack of marketing culture in this area has been detected. The companies also need to clearly define their objectives and the criterion of evaluating the results regarding the NICTs.