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A implementação do E-commerce numa PME no setor dos superalimentos: um estudo de caso
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| 1.97 MB | Adobe PDF |
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Abstract(s)
Com a utilização da Internet a fazer cada vez mais parte do quotidiano das pessoas,
foram muitas as empresas que se adaptaram ao fenómeno do e-commerce e outras até se
transformaram por completo perante o mesmo. Neste sentido, o enorme crescimento na
utilização dos smartphones para aceder à Internet, fez com que este tipo de comércio ganhasse
recentemente mais força e posição nas vendas através da Internet.
Desta forma, o e-commerce tornou-se uma realidade cada vez mais presente nos dias de
hoje e o mercado online tem crescido e tido um impacto enorme nas sociedades desenvolvidas,
mudando o modo de consumir, principalmente pelo uso das novas tecnologias e ferramentas de
comunicação, como por exemplo o marketing digital. Por sua vez, é um objeto de estudo
interessante, sobretudo explorando as diferentes conceções para compreender como se
interligam no seu funcionamento.
De facto, compreender a realidade das PME e o seu papel na economia é muito
importante, bem como adaptar as estratégias conforme o desenvolvimento do mundo
empresarial e da sociedade. Como tal, o e-commerce surge como um novo paradigma que
acarreta diversos aspetos e novas condutas que permitirão potenciar os negócios.
Neste sentido, o principal objetivo deste trabalho é averiguar a importância da
implementação do e-commerce numa PME e, para dar cumprimento ao objetivo traçado, foi
utilizada a metodologia qualitativa de estudo de caso. Foram realizadas entrevistas com o
objetivo de aferir, ao nível da gestão estratégica, a perceção dos entrevistados de uma PME
relativamente à implementação do e-commerce, tendo em consideração a revisão da literatura.
Dos principais resultados conclui-se que a implementação do e-commerce numa PME
pode representar uma mais-valia, uma oportunidade para o crescimento da empresa e para
alcançar os seus objetivos, contribuindo assim para o sucesso da mesma. De realçar que é
fundamental acompanhar as tendências digitais e ser capaz de se adaptar conforme as
necessidades do meio envolvente, tendo em consideração as complexidades de uma PME.
With the use of the Internet becoming more and more part of people's daily lives, many companies have adapted to the phenomenon of e-commerce and others have completely transformed themselves in the face of it. In this sense, the enormous growth in the use of smartphones to the Internet access has made this type of commerce gain more strength and position in sales through the Internet. In this way, e-commerce has become an increasingly present reality and the online market, has grown and had a huge impact on developed societies, changing the way of consuming, mainly through the use of new technologies and communication tools, such as digital marketing. In turn, it is an interesting object of study, especially exploring the different conceptions to understand how they are interconnected in their functioning. In fact, understanding the reality of SMEs and their role in the economy is very important, as well as adapting strategies according to the development of the business world and society. As such, e-commerce emerges as a new paradigm that brings with it several aspects and new behaviors to boost business. In this sense, the main objective of this work is to investigate the importance of implementing e-commerce in an SME and, in order to fulfill the outlined objective a qualitative research methodology was used, based on a case study. Interviews were applied to evaluate, at the level of strategic management, the intervieweds perception of a SME, regarding the implementation of e-commerce, considering the literature review. From the main results it is concluded that implementation of e-commerce in an SME can represent an added value, an opportunity for the company's growth and to achieve its goals, thus contributing to the success of the economic unit. It should be noted that it is essential to follow digital trends and be able to adapt according to the needs of the environment, considering the complexities of an SME.
With the use of the Internet becoming more and more part of people's daily lives, many companies have adapted to the phenomenon of e-commerce and others have completely transformed themselves in the face of it. In this sense, the enormous growth in the use of smartphones to the Internet access has made this type of commerce gain more strength and position in sales through the Internet. In this way, e-commerce has become an increasingly present reality and the online market, has grown and had a huge impact on developed societies, changing the way of consuming, mainly through the use of new technologies and communication tools, such as digital marketing. In turn, it is an interesting object of study, especially exploring the different conceptions to understand how they are interconnected in their functioning. In fact, understanding the reality of SMEs and their role in the economy is very important, as well as adapting strategies according to the development of the business world and society. As such, e-commerce emerges as a new paradigm that brings with it several aspects and new behaviors to boost business. In this sense, the main objective of this work is to investigate the importance of implementing e-commerce in an SME and, in order to fulfill the outlined objective a qualitative research methodology was used, based on a case study. Interviews were applied to evaluate, at the level of strategic management, the intervieweds perception of a SME, regarding the implementation of e-commerce, considering the literature review. From the main results it is concluded that implementation of e-commerce in an SME can represent an added value, an opportunity for the company's growth and to achieve its goals, thus contributing to the success of the economic unit. It should be noted that it is essential to follow digital trends and be able to adapt according to the needs of the environment, considering the complexities of an SME.
Description
Keywords
Comércio Eletrónico Tendências Digitais PME Estratégia e Marketing Digital Electronic Commerce Digital Trends SMEs Strategy and Digital Marketing