AFTER THE e-COMMERCE BOOM: THE PIONEERS OF

Marie Anne Macadar, Éverton Luís Pellizzaro de Lorenzi Cancellier, Grace Vieira Becker

Abstract


Under the eyes of the present, this paper analyzes the pioneerism of Brazilian retail enterprises in the incorporation of e-commerce to existent activities. The following aspects are researched: the evolution of virtual businesses, the new organizational structure created to support the e-commerce activities, the impacts on the organization structure generated by these activities in the study cases and the enterprise position in front of virtual business analysis and comprehension models. The right and wrong ways, advances and retrocession are discussed based on three study cases which are analyzed under two theoretical models. It could be observed that the main difficulty still remains how to transform “bits” in “atoms”.

Keywords


Comércio Eletrônico; pioneirismo; varejo; estratégia



DOI: http://dx.doi.org/10.7867/1980-4431.2009v14n2p11-30

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http://diadorim.ibict.br
http://pkp.sfu.ca/node/3747

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