Fatores-chave de sucesso na comercialização eletrônica de flores: um estudo multicaso no varejo
Abstract
This work, through a multi-case study, aimed to identify the success key-factors of the
companies who operate the flowers electronic retail business. Such analysis adopts as a
parameter the strategies of marketing-mix and logistic used by the sector in question. In this
context, this work aimed to find out the performance targets prioritized by the companies and
its stakeholders. The Identification of the flowers electronic retail success key-factors focus
on elaborating recommendations to improve the performance of the flowers electronic retail
companies as well as of companies which directly or indirectly relate to them. To do so, this
work has basis on both the theoretical revision and the empirical analysis. The bibliographical
revision approaches the theories related to the distribution channels, electronic commerce,
marketing-mix, logistic, performance targets and success key-factors. The empirical analysis,
through a multi case study with four flowers electronic retail companies, using an personal
interview with a specialist in flowers trading and an author s observation, intended to verify
the gap between the theory and practice in this type of enterprise. Finally, the elaboration of
suggestions and recommendations to the retail companies is made based on the intersection of
the two dissertation basis: the bibliographical revision and on the empirical analysis.