O e-commerce e as estratégias de internacionalização deliberadas

Ana Filipa Amorim Pinto, Susana Costa e Silva

Abstract


Proposta: No atual contexto internacional, em que existem cada vez mais consumidores online, é necessário ter em consideração que as vendas realizadas através da internet estão associadas, de certa forma, a exportações. A evolução tecnológica fez com que fosse imperial o estudo do comércio eletrónico no ambiente internacional pois, este tipo de comércio, veio possibilitar que as empresas realizassem transações internacionais, reduzissem os seus custos de transação e acedessem de forma mais rápida à informação. O principal objetivo deste estudo, é definir quais os fatores que contribuem para a utilização desta ferramenta e qual a sua importância na estratégia de exportação das empresas.

Desenho/Metodologia/Abordagem: Foi desenvolvido um trabalho empírico, de carácter exploratório, tendo sido analisados cinco casos de PMEs portuguesas, representativas do tecido empresarial nacional.

Resultados: Foi possível observar que as empresas tendem a reconhecer as vantagens inerentes ao uso do comércio eletrónico e que as têm na base das suas decisões para iniciarem uma presença online. Partiu-se do princípio que a redução dos custos associados à transação, e a melhoria das relações (com clientes, fornecedores, parceiros e colaboradores), bem como o acesso à informação, eram as principais razões para as empresas venderem online. Todavia, as duas primeiras revelaram-se como as verdadeiramente relevantes.

Limitações/Implicações: As principais limitações prendem-se com a dimensão da amostra e com o facto da investigação ter sido conduzida apenas segundo apenas a ótica das empresas, tendo apenas sido testadas três proposições.

Originalidade/Valor: Ainda que se pudesse pensar que  existe um fito estratégico primordial à escolha da venda no canal on-line como forma de internacionalização ativa, a verdade é que a principal motivação para o início da venda online é, sobretudo, apenas como um canal de distribuição alternativo mais económico para as PMEs portuguesas.

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[ENG]

Title: "E-commerce and deliberate internationalization strategies"

Abstract

Proposal: In the current international context, where there are more and more online consumers, it must be borne in mind that internet sales are in some way associated with exports. Technological developments have made the study of e-commerce in the international environment imperial because this type of commerce has enabled companies to conduct international transactions, reduce their transaction costs and access information more quickly. The main objective of this study is to define the factors that contribute to the use of this tool and its importance in the export strategy of companies.

Design / Methodology / Approach: An empirical exploratory work was developed and five cases of Portuguese SMEs, representative of the national business fabric, were analyzed.

Results: It has been observed that companies tend to recognize the advantages inherent in using e-commerce and have them as the basis of their decisions to start an online presence. It was assumed that reducing transaction costs and improving relationships (with customers, suppliers, partners and employees), as well as access to information, were the main reasons for companies to sell online. However, the first two turned out to be truly relevant.

Limitations / Implications: The main limitations relate to the size of the sample and the fact that the research was conducted solely from the perspective of the companies, and only three propositions were tested.

Originality / Value: While one might think that there is a prime strategic purpose to choosing online channel selling as a form of active internationalization, the truth is that the main motivation for starting online selling is primarily just as a more economical alternative distribution channel for Portuguese SMEs.




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European Journal of Applied Business and Management

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