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Análise do processo de automação do e-commerce na perspetiva do desenho do trabalho e da produtividade do capital humano : Um estudo de caso do setor do vestuário em Portugal
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Esta dissertação investiga o impacto da automação no e-commerce do setor do vestuário em Portugal, focando-se no desenho do trabalho e na produtividade do capital humano. A pesquisa baseia-se no modelo sociotécnico, que enfatiza o equilíbrio entre as dimensões sociais e técnicas nas organizações, e no Job Characteristics Model, que analisa como as mudanças no conteúdo do trabalho influenciam a motivação e o desempenho. Este estudo emprega uma metodologia de estudo de casos múltiplos, examinando quatro empresas portuguesas com diferentes dimensões e estratégias digitais. A análise qualitativa, suportada pelo software MAXQDA, explora três dimensões: as motivações para adoção da automação, as transformações no desenho das tarefas e os impactos na produtividade organizacional. Os resultados mostram que a automação reduz tarefas rotineiras, permitindo um maior foco em funções de maior valor agregado, como a criatividade e atendimento personalizado, criando um modelo híbrido entre Homem – Máquina. O estudo identifica desafios organizacionais principais: a resistência à mudança; a necessidade de formação contínua e capacitação tecnológica; e a complexidade na gestão do equilíbrio entre os processos automatizados e as dinâmicas interpessoais. As empresas analisadas manifestam uma perspetiva predominantemente positiva face à implementação de processos de automação, reconhecendo como fatores críticos de sucesso a necessidade de transformação cultural organizacional e a aplicação de estratégias diferenciadas de gestão do capital humano. Conclui-se que a automação, quando estrategicamente alinhada com políticas organizacionais de valorização e desenvolvimento profissional dos trabalhadores, constitui um fator determinante para a eficiência operacional e a competitividade do setor. Recomenda-se a adoção de estratégias integradas de formação profissional e comunicação organizacional, visando mitigar potenciais impactos negativos e maximizar os benefícios da transformação digital.
This dissertation investigates the impact of automation on e-commerce in the clothing sector in Portugal, focusing on job design and human capital productivity. The research is grounded in the socio-technical model, which underscores the equilibrium between social and technical dimensions within organizations. Additionally, it is informed by the Job Characteristics Model, which examines how alterations in job content affect motivation and performance. The present study employs a multiple case study methodology, examining four Portuguese companies of varying sizes and digital strategies. The qualitative analysis, supported by MAXQDA software, explores three dimensions: the motivations for adopting automation, the transformations in task design, and the impacts on organizational productivity. The findings indicate that automation leads to a reduction in routine tasks, thereby enabling an allocation of resources toward higher value-added functions, such as creativity and personalized service. This development ultimately gives rise to a hybrid model that combines the strengths of both humans and machines. The study identifies key organizational challenges, including resistance to change, the need for continuous training and technological skills development, and the complexity of managing the balance between automated processes and interpersonal dynamics. The companies examined expressed a predominantly favourable perspective on the implementation of automation processes. They acknowledged the necessity of organizational cultural transformation and the implementation of diversified human capital management strategies as critical success factors. It has been determined that automation, when strategically aligned with organizational policies for the professional development and recognition of workers, is a determining factor for operational efficiency and competitiveness in the sector. The adoption of integrated strategies for professional training and organizational communication is recommended, with a view to mitigating potential negative impacts and maximizing the benefits of digital transformation.
This dissertation investigates the impact of automation on e-commerce in the clothing sector in Portugal, focusing on job design and human capital productivity. The research is grounded in the socio-technical model, which underscores the equilibrium between social and technical dimensions within organizations. Additionally, it is informed by the Job Characteristics Model, which examines how alterations in job content affect motivation and performance. The present study employs a multiple case study methodology, examining four Portuguese companies of varying sizes and digital strategies. The qualitative analysis, supported by MAXQDA software, explores three dimensions: the motivations for adopting automation, the transformations in task design, and the impacts on organizational productivity. The findings indicate that automation leads to a reduction in routine tasks, thereby enabling an allocation of resources toward higher value-added functions, such as creativity and personalized service. This development ultimately gives rise to a hybrid model that combines the strengths of both humans and machines. The study identifies key organizational challenges, including resistance to change, the need for continuous training and technological skills development, and the complexity of managing the balance between automated processes and interpersonal dynamics. The companies examined expressed a predominantly favourable perspective on the implementation of automation processes. They acknowledged the necessity of organizational cultural transformation and the implementation of diversified human capital management strategies as critical success factors. It has been determined that automation, when strategically aligned with organizational policies for the professional development and recognition of workers, is a determining factor for operational efficiency and competitiveness in the sector. The adoption of integrated strategies for professional training and organizational communication is recommended, with a view to mitigating potential negative impacts and maximizing the benefits of digital transformation.
Descrição
Dissertação para obtenção de grau de Mestre em Políticas e Gestão Recursos Humanos
Palavras-chave
Automation E-commerce Work Design Human Capital Productivity Digital Transformation Automação E-commerce Desenho do Trabalho Capital Humano Produtividade Transformação Digital