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Abstract(s)
Por confronto com as outras entidades, nomeadamente as sociedades comerciais, as cooperativas apresentam especificidades que deverão estar refletidas no seu website. De entre estas destaca-se o seu fim mutualístico, a governação democrática pelos membros, a adesão voluntária e livre e a gestão autónoma e independente. As cooperativas nascem para satisfazer as necessidades dos seu membros, num dialogo permanente com a comunidade em que estão inseridas.
A pertinência do marketing em qualquer organização é inegável. No setor cooperativo, este tem sido negligenciado. A realidade da generalidade das cooperativas portuguesas é a de uma ausência de perceção do marketing digital enquanto impulsionador da organização. Em particular os websites deverão responder às necessidades competitivas do mercado e dar ênfase a essas mesmas características que as diferenciam de outro tipo de instituições.
Este estudo, através da metodologia de análise de caso e estudo de casos comparativos, apresenta um guião para a construção de um website de uma cooperativa. Pretende-se que este guião permita às cooperativas refletir nesse website o seu desempenho económico e social. Sugere-se que os websites das cooperativas incluam páginas que evidenciem a história, a região, a missão e os valores, os órgãos socias, os estatutos, os produtos ou serviços, uma loja online (quando aplicável), os requisitos para a adesão, notícias e formulários de contacto e os contactos da cooperativa. Adicionalmente, na conceção do website, devem ser tidas em consideração as melhores práticas adotadas para a construção do website de qualquer entidade, nomeadamente a facilidade de utilização, o layout, qualidade gráfica, legibilidade, rapidez de navegação, conteúdo, facilidade de contacto e adaptação para mobile.
Unlike other entities, such as private companies, cooperatives have specificities that must be reflected on their website. Among these we stand out their mutualistic purpose, its democratic government between its members, their free and voluntary membership and autonomous and independent management. Cooperatives exist to satisfy its members’ needs in a permanent dialog with the community in which they operate. Its undeniable the marketitng is relevant for every organization. Nevertheless, the cooperative sector it has been neglecting it. In the majority of portuguese organizations marketing hasn’t been perceived as a booster. In partocular, websites should answer to the market competitive needs and emphasize the specific which diferentiate cooperatives from other institutions. This study, through the case study analysis and case study comparison methodology, presents a guide that allows the construction of an cooperative website. We intend that through this guide, cooperatives reflect on their website their economic and social performance. We suggest that cooperatives websites include sevaral pages, namely: history, the region, its mission and values, government struture, statutes, products or services, an online store when relevant, the membership requirements, news, contact forms and the organization contacts. In addition, the website shoud be built taking into account beat pasctices, such as usuability, layout, graphic quality, readability, navigation speed, content, ease of contact and mobile responsiveness.
Unlike other entities, such as private companies, cooperatives have specificities that must be reflected on their website. Among these we stand out their mutualistic purpose, its democratic government between its members, their free and voluntary membership and autonomous and independent management. Cooperatives exist to satisfy its members’ needs in a permanent dialog with the community in which they operate. Its undeniable the marketitng is relevant for every organization. Nevertheless, the cooperative sector it has been neglecting it. In the majority of portuguese organizations marketing hasn’t been perceived as a booster. In partocular, websites should answer to the market competitive needs and emphasize the specific which diferentiate cooperatives from other institutions. This study, through the case study analysis and case study comparison methodology, presents a guide that allows the construction of an cooperative website. We intend that through this guide, cooperatives reflect on their website their economic and social performance. We suggest that cooperatives websites include sevaral pages, namely: history, the region, its mission and values, government struture, statutes, products or services, an online store when relevant, the membership requirements, news, contact forms and the organization contacts. In addition, the website shoud be built taking into account beat pasctices, such as usuability, layout, graphic quality, readability, navigation speed, content, ease of contact and mobile responsiveness.
Description
Keywords
Cooperativas Website Marketing Digital Cooperatives