Fidelização de clientes a livrarias virtuais: um modelo heurístico

The conventional commercial relationship between suppliers and customers has undergone a profound change as a result of the technological advances that have been made in electronic transactions, such as the Internet. These transformations have not been entirely technological in nature, as they have also directly altered marketing activities. Due to a series of factors, companies are increasingly driven by their customer wishes and requirements, with Electronic Commerce being just one of the means of developing and maintaining this type of relationship, called Customer Relations Marketing. The Internet sites available allow companies to obtain information more easily about which aspects are most relevant to their target customer group in terms of their products and services, helping them to increase the value of commercial transactions on offer. The online marketing strategies of electronic retail companies aim to cultivate customer loyalty after the first purchase has been made, so that customers make repeat purchases. Virtual bookstores represent a particularly successful sector in the world of Electronic Commerce. However, to ensure profitability, the business models of these companies need to be based on customer loyalty, as there is stiff competition in this area. This research study seeks to develop a heuristic model, called 4Ps and 1F, for customer loyalty to virtual bookstores. The 4Ps represent one of the most traditional marketing concepts and the F relates to Customer Loyalty. In developing this model the aim is to see how each marketing P influences customer loyalty, thus identifying the factors critical to the success of virtual bookstores retaining customer loyalty.

Os impactos da conjuntura macroeconômica sobre o comércio no Brasil: uma análise empírica das grandes varejistas

Os resultados econômico-financeiros das empresas sofrem influência do ambiente macroeconômico no qual elas estão inseridas. Prever com sucesso o desempenho futuro das organizações é um objetivo que motiva gestores, analistas, pesquisadores, credores e investidores. O entendimento das relações entre as variáveis contábeis e macroeconômicas é um poderoso instrumento na formação de expectativas de resultados para as empresas. No presente estudo, selecionamos cinco grandes empresas pertencentes ao setor varejista e cuja atuação é restrita ao mercado interno brasileiro, com o objetivo de desenvolver e testar empiricamente um modelo econométrico que seja robusto o suficiente para prever as vendas futuras das empresas em questão. Considerando que são cinco varejistas bastante diferentes do ponto de vista dos produtos vendidos, que vão de alimentos a bens duráveis, os resultados encontrados mostraram-se proveitosos à medida que comprovaram que as variáveis macroeconômicas não exercem o mesmo grau de influência sobre elas.

Avaliação do nível de maturidade de empresas automotivas

Pós-graduação em Engenharia Mecânica - FEG

Análise econômica da triagem dos resíduos sólidos urbanos coletados por uma Associação de São Manuel - SP

Pós-graduação em Agronomia (Energia na Agricultura) - FCA

Situação Espacial de Franquias na América do Sul: morfologia e centralidade urbanas em cidades médias da Argentina, Brasil e Chile

Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)

LONGEVIDADE EMPRESARIAL: UM ESTUDO EM MICRO E PEQUENAS EMPRESAS DE SÃO BERNARDO DO CAMPO DO SETOR DE VAREJO

A quantidade de micro e pequenas empresas que encerram suas atividades no Brasil, antes de dois, três ou cinco anos, chega a taxas de mortalidade que se aproximam dos 75%. O presente estudo buscou analisar dez empresas de micro porte do setor de varejo na cidade de São Bernardo do Campo que estão em atividade e que conseguiram superar e vencer as taxas de mortalidade empresarial e de concorrência mercadológica. A investigação iniciou-se pelo ABC paulista, efetuando um levantamento no SEBRAE (Serviço Brasileiro de Apoio às Micro e Pequenas Empresas) e na JUCESP (Junta Comercial do Estado de São Paulo) para descobrir a quantidade de micro e pequenas empresas que estavam em atividade e que inauguraram entre 2006 e 2007. Posteriormente o foco foi para a cidade de São Bernardo do Campo onde foram inauguradas 744 MPE´s (Micro e Pequenas Empresas), sendo que 49 delas estavam categorizadas no setor de varejo do vestuário e por fim definiram-se dez empresas que atenderam aos pré-requisitos metodológicos do estudo. A discussão sobre o tema da longevidade empresarial, ou seja, entender quais foram às capacidades que algumas empresas tiveram de manter-se operante por tantos anos, foi fator essencial para o estudo. O objetivo central deste trabalho foi de verificar a forma de administrar e de tratar de seus negócios destes dez empresários que fizeram com que tivessem sobrevida no mercado. Este estudo valeu-se dos métodos qualitativos, de recorte transversal com amostra não probabilística e por cota para poder efetuar todo processo metodológico e construir a análise final da pesquisa.

The Effect of Non-Audit Services on Auditor Independence : A study on 11 food retail- and wholesale companies in the United Kingdom

Purpose – The purpose of this study is to investigate the effect of non-audit services on auditor independence, and the importance of non-audit services as a source of income for audit firms in the United Kingdom. Design/method/approach – This study will examine 11 companies in the food retail- and wholesale industry during 2007 - 2014. Five indicators have been used; (1) Appointed auditor and provision of non-audit services to audit clients; (2) Auditor tenure; (3) Non-audit services in relation to total services; (4) Tax-services in relation to non-audit services, (5) Big Four’s revenue. Information has been collected using the quantitative approach through annual- and transparency reports. The threshold used to measure possible independence threats (self-review-, self-interest- and familiarity threat) has been set at 18,5 %. Findings – This study concludes that the jointly provision of audit- and nonaudit services possibly causes impairment of auditor independence, and that non-audit services is an important source of income for audit firms. The findings showed that in 99 %, companies purchased non-audit services from their statutory auditor. Non-audit services in relation to total services surpassed the threshold in 78 % of all financial years. Likewise, tax-services in comparison to non-audit services exceeded the threshold in 65 % of all financial years. The Big Four’s revenue from non-audit services to audit clients in relation to total revenue is almost constantly below the threshold. However, in all financial years except from one, total revenue from non-audit services surpassed revenue from audit services by far. Contribution – The study contributes to the ongoing discussion about nonaudit services effect on auditor independence. Originality/value – This study is one of few that provide detailed information about non-audit services in the food retail- and wholesale industry. It highlights social and ethical issues with regard to agency relationships.  

A Comparative Picture of Corporate Social Responsibility Approaches by Leading Companies in the United Kingdom and Brazil

Purpose - This paper compares CSR strategy, stakeholder engagement and overseas approaches of six leading companies which have large potential environmental and social impacts, influential stakeholders and notable CSR actions. Design/methodology/approach - It is an exploratory survey based on interviews of senior executives from British and Brazilian companies operating in the steel, petroleum and retail sectors and makes comparisons between and within them. Findings - British companies interviewed are more rule-based, adopt an implicit CSR approach; react to stakeholder’s demands based on moral motives and focus on environmental issues. The Brazilian companies, reviewed in this study, adopt an explicit CSR approach, have relational motives to engage with stakeholders and are more concerned with building a responsible image and narrowing social gaps. Research limitations/implications - The survey is based on perceptions of senior executives interviewed which may or may not correspond to actual practices. The sample size restricts generalization of results and specific firms interviewed may not represent the prevailing CSR business strategy in their respective countries. Practical implications - British companies can learn from the Brazilian experience how to become more innovative in a broader approach to CSR. Brazil should reinforce its legal framework to provide a more systematic and rule-based approach to CSR close to the UK experience. Originality/value - The way CSR is conceived and implemented depends on the ethical, socioeconomic, legal and institutional environment of the country in which the firm operates

The Retail Market for Bednets in Kenya: How Well Is It Working?

Background Achieving the goals set by Roll Back Malaria and the Government of Kenya for use of insecticide treated bednets (ITNs) will require that the private retail market for nets and insecticide treatments grow substantially. This paper applies some basic concepts of market structure and pricing to a set of recently-collected retail price data from Kenya in order to answer the question, “How well are Kenyan retail markets for ITNs working?” Methods Data on the availability and prices of ITNs at a wide range of retail outlets throughout Kenya were collected in January 2002, and vendors and manufacturers were interviewed regarding market structure. Findings Untreated nets are manufactured in Kenya by a number of companies and are widely available in large and medium-sized towns. Availability in smaller villages is limited. There is relatively little geographic price variation, and nets can be found at competitive prices in towns and cities. Marketing margins on prices appear to be within normal ranges. No finished nets are imported. Few pre-treated nets or net+treatment combinations are available, with the exception of the subsidized Supanet/Power Tab combination marketed by a donor-funded social marketing project. Conclusions Retail markets for untreated nets in Kenya are well established and appear to be competitive. Markets for treated nets and insecticide treatment kits are not well established. The role of subsidized ITN marketing projects should be monitored to ensure that these projects support, rather than hinder, the development of retail markets.

Use of multi-sensory marketing techniques and its influence on brand experience in retail and HORECA sector

Double degree. A Work Project presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA- School of Business and Economics and Warsaw School of Economics

Omni-channel retail strategies in the luxury world

It’s impossible to neglect the changes that internet and e-commerce caused in the retail sector, by increasing customers’ expectations and forcing retailers to adapt the business to the new digital era. Internet is characterized by the increase in accessibility to everyone, which can be good or not so. For instance, luxury products rely on the sense of exclusivity, instead of being accessible to everyone. Hence, internet represents a challenge for luxury brands once, although they are able to provide a fullness service to their customers, they need to maintain the exclusiveness in which luxury is sustained. Consequently, the appearance of omni-channel was more than a challenge for the luxury sector, in particular, given the need to provide a full integrated experience through different channels. The aim of this dissertation is to find out how important is omni-channel, even in the luxury industry, and how it’s actually implemented based on the case of one of the most successful companies on luxury fashion e-commerce industry – Farfetch. Even though the company started in London, its founder is a Portuguese entrepreneur, and it’s in Portugal where most of its employees work, divided in two offices – Guimarães e Porto. Therefore, a literature review was written on relevant concepts and ideas about luxury, e-commerce and the different channels’ approaches. There were formulated five propositions that were after discussed according to the information gathered about the company and its strategies. In the end, it was possible to identify which propositions are in accordance with theory and which are not, as well as understand which are the most important strategies and trends about omni-channel in the luxury fashion e-commerce sector.

Implementación del modelo de negocio en el mercado retail colombiano

La teoría de precios bajos es una estrategia de empresa que se basa en el modelo de eficiencia en costos. Aplicado en diferentes empresas como Walmart, Tesco, Mercadona, entre otras, ha hecho que esta proposición sea aplicada en varias empresas en todo el mundo. Y es necesario saber por qué ha sido una aplicación exitosa en todas estas empresas y la razón de haber tomado la decisión de emplear este modelo. Como es bien sabido, una empresa tiene dos enfoques de estrategia. La primera es la de diferenciación, donde el producto o servicio ofrecido tiene un valor agregado o valor único que hace que su precio no sea relevante, por el contrario, éste demuestra que su oferta en el mercado sea única y como su palabra lo dice, diferenciada a los demás productos. También es necesario entender que la mayoría de estos productos no son bienes comprados por necesidad, sino por el contrario, por gusto y satisfacción personal. Por otro lado, existe la estrategia de liderazgo en costes. Por el contrario de la de diferenciación, los productos a los que se aplica este modelo, se encuentran en mercados de consumo básico y donde la compra se hace de manera inconsciente y rápida. Y es ahí donde las compañías trabajan no para hacerlo único en el mercado, por el contrario, trabajan para hacerlo llamativo, a un precio razonable y donde la calidad ofrecida sea igual o mejor al de la competencia. Es por esto, que la estrategia de costos, busca en todas las maneras posibles abaratar los costos de fabricación, producción y distribución de los productos, de manera que puedan realizar grandes cantidades de ellos, llamadas economías de escala. Es por esto, que uno de los grandes retos para las marcas blancas es competir en calidad y precio frente a grandes marcas reconocidas. Y es ahí donde entra a jugar como factor clave la reducción máxima de costos dentro de las empresas y un manejo excelente en la logística. El proyecto a tratar será sobre este tema de liderazgo en costes y los precios bajos ofrecidos al consumidor como estrategia para abarcar mayor población y de tal manera generar mayores utilidades.

Implemetation of electronic commerce and human resource strategies in an Australian retail banking context

As organisations deploy eCommerce and internet technologies for competitive advantage and to satisfy increasingly demanding customers, they will need to develop human resource (HR) strategies that prepare their employees to work with these technologies effectively. Little systematic investigation has been undertaken to discover how companies manage their HR functions to achieve these outcomes. In the retail banking sector these issues have become very important with increased competition, industry changes and heightened competition. This paper examines HR management strategy in one Australian bank as it moves towards online service provision and adopts other eCommerce applications. The paper draws on theoretical insights from Porter’s (2001) views of competitive advantage from the internet and writers discussing the informational society (Castells, 2001) and post-fordist organisations (Clegg, 1990). An analysis of interview data from this case study shows the issues that one bank is dealing with as it seeks competitive advantage from its customer service offerings while it revises its HR strategies.

The internationalization of the cosmetic retail industry: a history of success?

O setor de varejo foi cada vez mais global ao longo das últimas décadas, ilustrando visualmente a globalização dos negócios. Muitos varejistas estão apostando em expandir, as atividades ao nível internacional, a fim de evitar a saturação da atividade no país de origem deles (Alexander, 1990), de aumentar os lucros ou de imitar os concorrentes (Williams, 1992). Portanto, eles tornaram-se competidores globais consideráveis: eles fornecem novos produtos no mercado, além de ser mais influentes na cadeia de abastecimento global (Williams, 1992). Em relação à internacionalização do varejo, a indústria cosmética oferece com exemplos de muitas realizações bem- sucedidas. O objetivo deste trabalho é analisar o processo de internacionalização de vários varejistas globais, especializados na venda de produtos cosméticos. Mesmo que o campo de internacionalização no varejo já foi no passado o objeto de vários estudos, este trabalho visa a compreender, por meio da utilização de um estudo de caso múltiplo, a estratégia de retalhistas cosméticos que entram nos mercados internacionais. Por meio de um estudo qualitativo, a questão principal que orienta este trabalho será a de compreender se o varejo de cosméticos segue as mesmas estratégias de negócio e estratégias de marketing para se tornar global. O estudo de casos múltiplos foi escolhido a fim de comparar quatro empresas, especializadas na venda de produtos de cosmética, com atividades no exterior. Os resultados claramente exibem diferenças entre os processos de internacionalização, baseado especialmente na nacionalidade das empresas sob analise.

Implantación de un sistema de depósito, devolución y retorno en el mercado retail español

“Quien contamina, paga“, con esta premisa surgió la idea de este Trabajo Fin de Máster, en adelante TFM, cuyo objetivo era identificar medidas alternativas reales para una optimización del proceso actual de gestión de residuos sólidos urbanos ante una sociedad cada vez más superpoblada y con mayores ratios de consumo. Cada español genera anualmente un volumen de 485 Kg de residuos, de los cuales únicamente el 33 % son reciclados y pueden volver a un flujo normal de uso, especialmente preocupante durante los últimos años es el auge de los productos envasados, tanto de bebidas como de alimentos , cuya utilización se ha duplicado en la última década. La motivación de este trabajo Fin de Máster ha sido la de poner de manifiesto que la sostenibilidad con el medioambiente puede ir de la mano de la rentabilidad y del progreso. Durante este TFM se ha estudiado y analizado la viabilidad económica de implantación de un nuevo modelo de depósito, devolución y retorno en el mercado retail español y como con la adopción de este nuevo sistema se pueden lograr beneficios tanto para el propio minorista, como para el medio ambiente con ratios de reciclado superiores al 98%. La preocupación por el medio ambiente empieza a ser una constante entre los consumidores españoles y dicha preocupación comienza a ser influenciadora en las decisiones de compra (productos eco, sostenibilidad…). Nuestra propuesta consiste en dotar a los principales distribuidores del sector retail español de un sistema de depósito, devolución y retorno para envases de bebidas capaz de generar diferenciación, innovación y rentabilidad frente a la competencia. Dicho sistema consiste en pagar un depósito por cada envase de bebida que se adquiera y su correspondiente devolución en la siguiente compra, una vez que se devuelva vacío al establecimiento. Para ello se ha analizado el sector de la distribución en España, especialmente la distribución de bebidas. Se trata de un sector muy competitivo, que presenta varios formatos en función del tamaño del establecimiento (Hipermercados, Supermercados, tiendas tradicionales). Las principales empresas distribuidoras (Carrefour, Mercadona, Alcampo, Eroski, DIA) se encuentran en procesos de cambios estratégicos para lograr atraer a más consumidores hacia sus tiendas, por lo que nuestra propuesta podrá añadir valor a la hora de influenciar en la decisión del lugar de compra. En nuestro caso, nos dirigiremos principalmente a las grandes empresas distribuidoras, Hipermercados de más de 2.500 m2 ,que cuentan con más de 500 puntos de venta y distribución donde existe la posibilidad real de implantar un SDDR. Además se ha realizado un estudio de mercado sobre la influencia de dicho sistema en el consumidor final, donde se ha detectado dos segmentos principales cuya decisión de compra se vería muy influenciada por la implantación de un SDDR, un segmento Sénior, entre 45-54 años, preocupados por el medio ambiente y con poder adquisitivo suficiente como para que el pago del depósito no sea bloqueante, y un segmento Junior, entre 18-24 años, también muy concienciado el medio ambiente, de capacidad económica menor pero qué influye en la decisión de compra de sus progenitores. Para llevar a cabo este plan de negocio será necesario una inversión inicial de 57.000 €, con unas expectativas de recuperación de dicha inversión en el primer año y una TIR del 56%, presentando un VAN de 127.961 € para los 7 años de vida del proyecto. Para dar a conocer a los clientes del Hipermercado los beneficios de utilizar un sistema SDDR, se realizarán campañas de marketing a través de diferentes canales, promociones de apertura, acciones de marketing exteriores y planes de fidelización. La organización e implantación en el Hipermercado será muy sencilla con roles claramente diferenciados, únicamente involucraría a unos 9 recursos definidos y en aproximadamente 3 meses desde el inicio del proyecto ya se podría ofertar dicho servicio a los clientes del Hipermercado. Además se han analizado los principales riesgos a los que se enfrentaría el negocio, ponderándose en una matriz impacto-probabilidad. Se han establecido medidas correctoras en el caso que dicho riesgo aflore. Habrá que tener especialmente precaución con la pérdida de ventas durante el arranque del negocio en el caso que esto ocurra, por lo que se deberá controlar el gasto, fomentar la captación de clientes y mantener un fondo de maniobra lo suficientemente elevado como para absorber dicho riesgo.---ABSTRACT---“Polluters pay”, with this premise this TFM aimed at identifying real alternative measures for optimization of the current process of solid waste management in a crowded society and with greater consumption ratios. Spaniards generates an annual volume of 485 kg of waste; only 33 % are recycled and can return to a normal flow. Specially concern is the increased of packaged product in recent years, mainly drink and food, their use has been duplicated in the last decade. The motivation for this Thesis was to highlight that sustainability, profitability and progress can go together. During this TFM has been studied and analyzed the economic feasibility of implementing a new model of deposit , refund and return in the Spanish retail market and as with the adoption of this new system can achieve benefits for the retailer itself therefore to the environment with ratios above 98% recycled. Concern for the environment is becoming a constant among Spanish consumers , and this concern is becoming influencer in purchasing decisions ( eco, sustainability ... ) . Our proposal is to provide the main distributors of the Spanish retail sector a system of deposit, refund and return for beverage containers capable of generating differentiation, innovation and profitability over the competition. This system is to pay a deposit for each beverage container they purchase and their corresponding return in the next purchase, once they return empty to the establishment. For this we have analyzed the distribution sector in Spain, especially the distribution of beverages. This is a highly competitive industry, which features various formats depending on the size of establishments (hypermarkets, supermarkets, traditional shops). The main distribution companies (Carrefour, Mercadona, Alcampo, Eroski, DIA) are in the process of strategic changes in order to attract more consumers to their stores, so that our approach can add value in influencing the decision of place shopping. In our case, we will go mainly to large distributors, Hypermarkets of over 2,500 m2, which have more than 500 outlets and distribution where there is a real possibility of implementing a SDDR. It has also conducted a market study on the influence of that system on the final consumer, which has detected two main segments whose purchasing decisions would be greatly influenced by the introduction of a SDDR, a Senior segment, 45-54 years concerned about the environment and purchasing power enough that the deposit is not blocking, and a Junior Segment, aged 18-24, also concern with environment, lower economic capacity but what influences the decision purchase of their parents). To carry out this business plan will require an initial investment of 57,000 €, with expectations of recovery of such investment in the first year and an IRR of 56%, with an NPV of € 127,961 for the 7 years of the project . To publicize hypermarket customers the benefits of using a SDDR system, marketing campaigns conducted through different channels, opening promotions, marketing activities and external loyalty schemes. The organization and implementation in the Hypermarket is easy with distinct roles, involve only about 9 resourced and in about 3 months from the start of the project and could offer this service to customers in the hypermarket. We have also analyzed the main risks and established corrective measures to surface that risk . We should take caution with lost sales during startup of the business, such as control spending, customer retention and maintaining enough working capital.