Percorrer por autor "Marangione, Ludovica"
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- Aspects of micro e-commerce in Brazil: analysis of a case studyPublication . Marangione, Ludovica; Pacheco, NatáliaIn the recent years, a new approach to sales has developed with the so-called e(lectronic) commerce, redefining the concept of sales. In this scenario, many micro online enterprises, which generate profit by selling online physical products or services, have been founded. However, when defining the features of micro e-commerce, there is a lack of studies on outlining a universal definition. Thus, the aim of this research is to understand which are the main characteristics of micro e-commerce enterprises, particularly the ones in Brazil. Factors like e-commerce, micro e-commerce’s features, digital marketing strategy, digital marketing channels and the Brazilian context were examinated in order to understand how these aspects outline the main features of micro e-commerce businesses. In reach of this aim, the aspects of three Brazilian micro e-commerce companies were analysed through qualitative primary and secondary data, interviewing three Brazilian entrepreneurs and also collecting data on their websites, social media and online sales platforms. Through this research it was possible to understand that in Brazil online micro businesses fulfil specific requirements, as having no more than nine employees and invoicing an annual turnover up to 360.000 BRL and that they make use of digital marketing strategies and channels to sell their products and reach their customers.