Negócio digital para intermediação de transações comerciais da cadeia produtiva da moda

• Ano de defesa: 2020
• Autor(a) principal: Lima, Mário Eduardo Rocha
• Orientador(a): Franklin, Marcos Antonio
• Banca de defesa: Marcondes, Reynaldo Cavalheiro , Oliva, Fábio Lotti
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Presbiteriana Mackenzie
• Programa de Pós-Graduação: Administração do Desenvolvimento de Negócios
• Departamento: Centro de Ciências Sociais e Aplicadas (CCSA)
• País: Brasil
• Palavras-chave em Português: inovação; negócio digital; plataforma; tecnologia; moda
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://dspace.mackenzie.br/handle/10899/27938

This work took advantage of the opportunity to develop a digital business with the purpose of making connections between the needs of buyers of inputs and sellers of products, participants in the productive chain of fashion, intermediating their commercial transactions, through a platform. For its application, initially, the fashion market research was deepened, according to the needs of the participants in this chain and the services needed to take advantage of a potential opportunity. In possession of the defined opportunity, a proposal was drawn up for its use, survey of the necessary resources, the action plan, economic feasibility study and risk analysis. The plan began to be implemented, seeking incubation notices and incentives for innovation, in addition to using the sprint design technique to validate the basic functionalities of the digital platform application. From the point of view of its impact, it is estimated that after implementing the solution, members of the fashion production chain have a technological alternative to enhance the insertion of their inputs and products in other cities and states in the country, in addition to offering a efficient option for your business transactions, reducing dependence on salespeople and sales representatives. There will also be the convenience of carrying out operations on the same digital platform. Thus, the proposed business model was classified as innovative, as there are still no commercial intermediation services on the market that integrate the representatives of the fashion chain, with the possibility of buying inputs and selling products through a single digital platform. The complexity presented itself in the construction of the proposed solution, as it required the involvement of people with multiple knowledge and from different segments, from the business to the best technologies to develop and maintain the digital platform. When the methodology used was the method followed for the elaboration of this work, it was the methodology for practical and applied works by Marcondes, Miguel, Franklin and Perez (2017), with the application also of qualitative methods with the use of the technique of interviews and quantitative using the survey.