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Estratégias de negócio e capacidade tecnológica em mercados digitais : o caso das lojas virtuais portuguesas
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Resumo(s)
O objectivo deste trabalho foi identificar de que forma a Capacidade para Aceder a Mercados Digitais, ou seja a conjugação do Modelo de Negócio, com a Estratégia de Negócio, e com a Capacidade Tecnológica, está relacionada com a Performance. O estudo foi conduzido usando um único Modelo de Negócio, o das Lojas Virtuais, e considerou 46 lojas portuguesas. Os indicadores utilizados para aferir a Estratégia de Negócio foram retirados de uma metaanálise, desenvolvida sobre 17 trabalhos que estudaram o paradigma das estratégias competitivas segundo Porter. Para avaliar a Capacidade Tecnológica foram utilizados indicadores que avaliaram o grau de interactividade e conectividade proporcionado pelo Modelo de Negócio das Lojas Virtuais inquiridas. Recorreu-se à análise de clusters para classificar as Lojas Virtuais portuguesas de acordo com a Capacidade para Aceder a Mercados Digitais. Obtiveram-se três grupos que se caracterizam por : A - Liderança pelos custos num segmento de mercado e com fraca capacidade tecnológica; B - Liderança pela diferenciação, num segmento de mercado particular, com forte capacidade tecnológica; C - Stuck in the middle em vários segmentos de mercado, com fraca capacidade tecnológica mas utilização de tecnológia sofisticada. , A Performance foi defenida pelos desvios entre os resultados observados e os resultados esperados. O Grupo B é o que está mais associado a Performance positiva. Os clusters encontrados foram validados tendo-se obtido um modelo de regressão logística com validade estatística, que permite predizer a Performance negativa ou positiva das Lojas Virtuais portuguesas. Quando utilizado o modelo para estimar os resultados observados obtêmse 72,7% de classificações correctas.
The Capability to Access Digital Markets is linked to factors such as the company's Business Model, Business Strategy and Technological Capability. The purpose of this research is to study how this Capability relates to Performance. Focussed on the virtual stores Business Modo!, this research was conducted in 46 Portuguese stores. In order to find the Business Strategies evaluation criteria a meta-analysis was made of 17 studies that used the Porter's model for competitive strategies. The Technological Capability was accessed by measuring the interactivity and connectivity provided by the stores Business Model. Cluster analysis was used to classify the stores into 3 categories according to their Capability to Access the Digital Markets: A — leadership through costs, one market segment, poor technological capability; B — leadership through distinctiveness, particular market segment, strong technological capability; C— Stuck in the middle, several market segments, poor technological capability, sophisticated technological use. Performance was defined as the deviation between observed and expected results. Group B was assocíated with the most positive Performance. The clusters were validated, and the logistical regression model obtained predicted both negative and positive Performance of Portuguese virtual stores, obtaining 72.7% correct classifications when used to predict the observed results.
The Capability to Access Digital Markets is linked to factors such as the company's Business Model, Business Strategy and Technological Capability. The purpose of this research is to study how this Capability relates to Performance. Focussed on the virtual stores Business Modo!, this research was conducted in 46 Portuguese stores. In order to find the Business Strategies evaluation criteria a meta-analysis was made of 17 studies that used the Porter's model for competitive strategies. The Technological Capability was accessed by measuring the interactivity and connectivity provided by the stores Business Model. Cluster analysis was used to classify the stores into 3 categories according to their Capability to Access the Digital Markets: A — leadership through costs, one market segment, poor technological capability; B — leadership through distinctiveness, particular market segment, strong technological capability; C— Stuck in the middle, several market segments, poor technological capability, sophisticated technological use. Performance was defined as the deviation between observed and expected results. Group B was assocíated with the most positive Performance. The clusters were validated, and the logistical regression model obtained predicted both negative and positive Performance of Portuguese virtual stores, obtaining 72.7% correct classifications when used to predict the observed results.
Descrição
Mestrado em Gestão/MBA
Palavras-chave
estratégia competitiva estratégia de negócio infra-estrutura do sistema de informação estratégia Web modelo de negócio comércio electrónico competitive strategy business strategy information systems infrastructure web strategy business model electronic commerce.
Contexto Educativo
Citação
Monteiro, Jorge Manuel Nunes (2001). “Estratégias de negócio e capacidade tecnológica em mercados digitais : o caso das lojas virtuais portuguesas”. Dissertação de Mestrado. Universidade Técnica de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão