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Varejo multicanal

Author

Listed:
  • Roseli Morena Porto

    (FGV-EAESP)

Abstract

Cresce o número de empresas brasileiras que disponibilizam vários canais para a comercialização de seus produtos e serviços. No varejo, apesar de a prática não ser recente, o uso do comércio eletrônico via Internet vem se apresentando como estratégia para as empresas ampliarem sua inserção no mercado. O artigo discute os desafios da gestão do varejo multicanal e aponta que, se de um lado, ele traz vantagens competitivas, de outro, representa um desafio para as empresas que o adotam.

Suggested Citation

Handle: RePEc:ekm:gvexec:v:5:y:2006:i:1:id:34373
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