Implantação e avaliação de um canal de e-commerce: um estudo de caso no setor de cervejas artesanais

Abstract

The aim of this article is to discuss, through a case study, the Strategic Factors that create Competitive Advantages in relation to the investment strategy in e-commerce. The implementation of a new sales channel in an artisanal brewery in the interior of Minas Gerais was followed. A theoretical review of the literature was made, been was possible to identify 7 factors involved in the evaluation of the E-commerce channel: (1) Trust and Reputation; (2) Emotional Involvement and Engagement; the (3) Social and (4) Psychological aspects; a (5) Easiness and comfort; (6) Interaction and (7) Agility. Those factors allowed for an analysis that guided the implementation of the direct sales platform and subsidized the strategic advantage acquired with a current share of around 50% of the company's financial income. It was possible to identify indicators for monitoring the implemented results.