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Abstract(s)
Atualmente as tecnologias fazem parte do nosso quotidiano e tomam um papel importante no desenvolvimento da sociedade em que vivemos. As empresas devem acompanhar esta tendĂȘncia e criar estratĂ©gias para promover o seu crescimento e presença no mercado.
Deste modo, torna-se importante estudar diferentes prespetivas de mercado, em relação a diferentes tipos de negócio, como é o caso do private label, temåtica sobre a qual ainda existem poucos estudos, especialmente no que concerte à sua ligação com a implementação de estratégias digitais.
Assim, o principal objetivo deste estudo é perceber se a implementação de uma estratégia digital poderå ser um canal de promoção eficaz para a performance do private label, analisando as diferentes perspetivas.
O presente estudo pretende dar resposta a esta questĂŁo. Deste modo, procedeu-se a uma revisĂŁo da literatura, seguida da utilização de metodologias quantitativas, atravĂ©s da distribuição de um questionĂĄrio em vĂĄrias plataformas, do qual se obtiveram 203 respostas vĂĄlidas e completas. Posteriormente, realizou-se uma anĂĄlise com base estatĂstica, e verificou-se que as estratĂ©gias digitais, aliadas Ă capacidade de networking, promovem um desempenho positivo do negĂłcio do private label.
Nowadays technologies are part of our daily life and play an important role in the development of the society in which we live. Companies must follow this trend and create strategies to promote their growth and market presence. Thus, it becomes important to study different market perspectives, in relation to different types of business, as is the case of private label, a theme on which there are still few studies, especially regarding its connection with the implementation of digital strategies. The main objective of this reasearch is to understand whether the implementation of a digital strategy can be an effective promotion channel for the private label performance by analyzing the different perspectives. This reasearch aims to answer this question. Therefore, a literature review was carried out, followed by the use of quantitative methodologies through the distribution of questionnaires in several platforms, from which 203 valid and complete answers were obtained. Subsequently, it was carried out an analysis with statistical basis and it was found that digital strategies, coupled with networking capabilities promote a positive performance of the private label business.
Nowadays technologies are part of our daily life and play an important role in the development of the society in which we live. Companies must follow this trend and create strategies to promote their growth and market presence. Thus, it becomes important to study different market perspectives, in relation to different types of business, as is the case of private label, a theme on which there are still few studies, especially regarding its connection with the implementation of digital strategies. The main objective of this reasearch is to understand whether the implementation of a digital strategy can be an effective promotion channel for the private label performance by analyzing the different perspectives. This reasearch aims to answer this question. Therefore, a literature review was carried out, followed by the use of quantitative methodologies through the distribution of questionnaires in several platforms, from which 203 valid and complete answers were obtained. Subsequently, it was carried out an analysis with statistical basis and it was found that digital strategies, coupled with networking capabilities promote a positive performance of the private label business.
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Keywords
Eestratégia digital Networking Desempenho do private label Internacionalização Digital strategy Networking Private label performance Internationalization