A gestão de vendas pessoais no varejo omnichannel: o caso da Livraria Cultura
Ano de defesa: | 2018 |
---|---|
Autor(a) principal: | |
Orientador(a): | |
Banca de defesa: | |
Tipo de documento: | Dissertação |
Tipo de acesso: | Acesso aberto |
Idioma: | por |
Instituição de defesa: |
Pontifícia Universidade Católica de São Paulo
|
Programa de Pós-Graduação: |
Programa de Estudos Pós-Graduados em Administração
|
Departamento: |
Faculdade de Economia, Administração, Contábeis e Atuariais
|
País: |
Brasil
|
Palavras-chave em Português: | |
Palavras-chave em Inglês: | |
Área do conhecimento CNPq: | |
Link de acesso: | https://tede2.pucsp.br/handle/handle/21513 |
Resumo: | Research on multichannel retail management was focused on the growth of online channels and how it affected the company and consumers using traditional channels. With the maturation of e-commerce and the addition of portable channels, the retail environment faced a disruptive change. Compared to the multi-channel retail phase, Omnichannel Retail manages a much higher volume of channels. However, its biggest challenge is managing the experience of a new type of consumer. In Omnichannel Retail, the channels are interchangeable, inseparable, and used simultaneously throughout the purchase process. Acting in a business environment where the consumer is more informed and connected due to portable devices challenges retailers to qualify their personal sales management, making their offer more coherent and attractive. To do so, companies will need to perform a series of internal and external adaptations in their business model. This study had its starting point in finding out how a retail company should adapt its personal sales and sales management model to work in Omnichannel Retail, and found in the bookstore industry the case of Livraria Cultura. The company was chosen due to its relevance when compared to other national bookstores, and its history of acting in several channels, especially the sales channel, which always privileged the experience in physical stores. After data collection and analysis, evidences were found and linked in a way that allowed the establishment of seven theoretical propositions and a logical model of Livraria Cultura, which shows the challenges of personal sales management in an Omnichannel Retail |
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Serralvo, Francisco Antoniohttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4292060J5Fernandes, Renato Braga2018-10-22T12:31:33Z2018-09-06Fernandes, Renato Braga. A gestão de vendas pessoais no Varejo Omnichannel: o caso da Livraria Cultura. 2018. 138 f. Dissertação (Mestrado em Administração) – Programa de Estudos Pós-Graduados em Administração, Pontifícia Universidade Católica de São Paulo, São Paulo, 2018.https://tede2.pucsp.br/handle/handle/21513Research on multichannel retail management was focused on the growth of online channels and how it affected the company and consumers using traditional channels. With the maturation of e-commerce and the addition of portable channels, the retail environment faced a disruptive change. Compared to the multi-channel retail phase, Omnichannel Retail manages a much higher volume of channels. However, its biggest challenge is managing the experience of a new type of consumer. In Omnichannel Retail, the channels are interchangeable, inseparable, and used simultaneously throughout the purchase process. Acting in a business environment where the consumer is more informed and connected due to portable devices challenges retailers to qualify their personal sales management, making their offer more coherent and attractive. To do so, companies will need to perform a series of internal and external adaptations in their business model. This study had its starting point in finding out how a retail company should adapt its personal sales and sales management model to work in Omnichannel Retail, and found in the bookstore industry the case of Livraria Cultura. The company was chosen due to its relevance when compared to other national bookstores, and its history of acting in several channels, especially the sales channel, which always privileged the experience in physical stores. After data collection and analysis, evidences were found and linked in a way that allowed the establishment of seven theoretical propositions and a logical model of Livraria Cultura, which shows the challenges of personal sales management in an Omnichannel RetailO foco das pesquisas na gestão multicanal de varejo privilegiou a atenção ao crescimento dos canais online e como isso afetava a empresa e os consumidores que usavam canais tradicionais. Com o amadurecimento do e-commerce e a adição dos canais portáteis, o ambiente de varejo passou a enfrentar uma mudança disruptiva. Se comparado à fase do varejo multicanal, o Varejo Omnichannel envolve a gestão de um volume muito superior de canais. No entanto, o seu maior desafio é a gestão da experiência de um novo tipo de consumidor. No Varejo Omnichannel, os canais são intercambiáveis e inseparáveis, utilizados de maneira simultânea, durante todo o processo de compra. Atuar num ambiente de negócio em que o consumidor está mais informado e conectado por seus dispositivos portáteis desafia os varejistas a qualificar sua gestão de vendas pessoais, tornando sua oferta mais coerente e atrativa. Para tanto, as empresas precisarão executar uma série de adequações internas e externas em seu modelo de negócio. Este estudo partiu de uma pergunta de como uma empresa varejista deveria adaptar seu modelo de vendas pessoais e gestão de vendas, para atuar no Varejo Omnichannel, e encontrou no setor de livrarias o caso da Livraria Cultura. A empresa foi escolhida por sua relevância perante outras livrarias nacionais, por seu histórico de atuação em vários canais, especialmente o canal de vendas, que sempre privilegiou a experiência nas lojas físicas. Após a coleta e análise dos dados, foi realizado um encadeamento de evidências que permitiu estabelecer sete proposições teóricas e um modelo lógico da Livraria Cultura, que demonstra os desafios da gestão de vendas pessoais num Varejo Omnichannelapplication/pdfhttp://tede2.pucsp.br/tede/retrieve/46964/Renato%20Braga%20Fernandes.pdf.jpgporPontifícia Universidade Católica de São PauloPrograma de Estudos Pós-Graduados em AdministraçãoPUC-SPBrasilFaculdade de Economia, Administração, Contábeis e AtuariaisCanais de distribuiçãoVarejo omnichannelConsumidor omnichannelVendasMarketing channelsRetail omnichannelOmnichannel consumerSalesCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOA gestão de vendas pessoais no varejo omnichannel: o caso da Livraria CulturaThe management of personal sales in the omnichannel retail: the case of Livraria Culturainfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da PUC_SPinstname:Pontifícia Universidade Católica de São Paulo (PUC-SP)instacron:PUC_SPTEXTRenato Braga Fernandes.pdf.txtRenato Braga Fernandes.pdf.txtExtracted texttext/plain246786https://repositorio.pucsp.br/xmlui/bitstream/handle/21513/4/Renato%20Braga%20Fernandes.pdf.txt093eed87f74ed930f3493b7ff635a30aMD54ORIGINALRenato Braga Fernandes.pdfRenato Braga Fernandes.pdfapplication/pdf4257458https://repositorio.pucsp.br/xmlui/bitstream/handle/21513/2/Renato%20Braga%20Fernandes.pdfff85b6400be31e1acba1c9a9437c1e35MD52LICENSElicense.txtlicense.txttext/plain; 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dc.title.por.fl_str_mv |
A gestão de vendas pessoais no varejo omnichannel: o caso da Livraria Cultura |
dc.title.alternative.eng.fl_str_mv |
The management of personal sales in the omnichannel retail: the case of Livraria Cultura |
title |
A gestão de vendas pessoais no varejo omnichannel: o caso da Livraria Cultura |
spellingShingle |
A gestão de vendas pessoais no varejo omnichannel: o caso da Livraria Cultura Fernandes, Renato Braga Canais de distribuição Varejo omnichannel Consumidor omnichannel Vendas Marketing channels Retail omnichannel Omnichannel consumer Sales CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
title_short |
A gestão de vendas pessoais no varejo omnichannel: o caso da Livraria Cultura |
title_full |
A gestão de vendas pessoais no varejo omnichannel: o caso da Livraria Cultura |
title_fullStr |
A gestão de vendas pessoais no varejo omnichannel: o caso da Livraria Cultura |
title_full_unstemmed |
A gestão de vendas pessoais no varejo omnichannel: o caso da Livraria Cultura |
title_sort |
A gestão de vendas pessoais no varejo omnichannel: o caso da Livraria Cultura |
author |
Fernandes, Renato Braga |
author_facet |
Fernandes, Renato Braga |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Serralvo, Francisco Antonio |
dc.contributor.authorLattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4292060J5 |
dc.contributor.author.fl_str_mv |
Fernandes, Renato Braga |
contributor_str_mv |
Serralvo, Francisco Antonio |
dc.subject.por.fl_str_mv |
Canais de distribuição Varejo omnichannel Consumidor omnichannel Vendas |
topic |
Canais de distribuição Varejo omnichannel Consumidor omnichannel Vendas Marketing channels Retail omnichannel Omnichannel consumer Sales CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
dc.subject.eng.fl_str_mv |
Marketing channels Retail omnichannel Omnichannel consumer Sales |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
description |
Research on multichannel retail management was focused on the growth of online channels and how it affected the company and consumers using traditional channels. With the maturation of e-commerce and the addition of portable channels, the retail environment faced a disruptive change. Compared to the multi-channel retail phase, Omnichannel Retail manages a much higher volume of channels. However, its biggest challenge is managing the experience of a new type of consumer. In Omnichannel Retail, the channels are interchangeable, inseparable, and used simultaneously throughout the purchase process. Acting in a business environment where the consumer is more informed and connected due to portable devices challenges retailers to qualify their personal sales management, making their offer more coherent and attractive. To do so, companies will need to perform a series of internal and external adaptations in their business model. This study had its starting point in finding out how a retail company should adapt its personal sales and sales management model to work in Omnichannel Retail, and found in the bookstore industry the case of Livraria Cultura. The company was chosen due to its relevance when compared to other national bookstores, and its history of acting in several channels, especially the sales channel, which always privileged the experience in physical stores. After data collection and analysis, evidences were found and linked in a way that allowed the establishment of seven theoretical propositions and a logical model of Livraria Cultura, which shows the challenges of personal sales management in an Omnichannel Retail |
publishDate |
2018 |
dc.date.accessioned.fl_str_mv |
2018-10-22T12:31:33Z |
dc.date.issued.fl_str_mv |
2018-09-06 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
Fernandes, Renato Braga. A gestão de vendas pessoais no Varejo Omnichannel: o caso da Livraria Cultura. 2018. 138 f. Dissertação (Mestrado em Administração) – Programa de Estudos Pós-Graduados em Administração, Pontifícia Universidade Católica de São Paulo, São Paulo, 2018. |
dc.identifier.uri.fl_str_mv |
https://tede2.pucsp.br/handle/handle/21513 |
identifier_str_mv |
Fernandes, Renato Braga. A gestão de vendas pessoais no Varejo Omnichannel: o caso da Livraria Cultura. 2018. 138 f. Dissertação (Mestrado em Administração) – Programa de Estudos Pós-Graduados em Administração, Pontifícia Universidade Católica de São Paulo, São Paulo, 2018. |
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https://tede2.pucsp.br/handle/handle/21513 |
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PUC-SP |
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Brasil |
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Faculdade de Economia, Administração, Contábeis e Atuariais |
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Pontifícia Universidade Católica de São Paulo |
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