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Abstract(s)
Esta investigação começou com um estágio curricular na consultora INOVA+. Em fevereiro de 2019, a INOVA+ lançou um novo serviço de consultoria especializado no marketplace da Amazon. Os baixos níveis de adoção de marketplaces entre as empresas Portuguesas e o facto de não terem sido encontrados estudos prévios sobre esta temática em Portugal motivaram a questão de investigação: por que motivo as micro e pequenas empresas Portuguesas não vendem na Amazon? O estudo de caso múltiplo foi a metodologia escolhida para recolher e analisar os dados. Através de entrevistas semiestruturadas a sete micro e pequenas empresas da Região Norte, e com base num modelo conceptual inspirado no modelo TOE de Tornatzky & Fleischer (1990), foi possível identificar sete barreiras tecnológicas, organizacionais e do ambiente que têm um impacto negativo na adoção do marketplace da Amazon. Esta investigação
permite, pela primeira vez, uma compreensão aprofundada sobre a relutância das micro e pequenas empresas Portuguesas em vender na Amazon. A principal limitação do trabalho prende-se com a subjetividade do estudo de caso e o tamanho reduzido da amostra. Futuras investigações poderão utilizar o modelo conceptual proposto e testá-lo numa amostra mais numerosa e que inclua empresas de média dimensão e de diferentes regiões do país.
This research began with a curricular internship at INOVA+. In February 2019, INOVA+ launched a new consulting service specialized in Amazon. The low levels of marketplaces adoption among Portuguese companies and the fact that there are no previous empirical studies on this subject in Portugal have motivated the research question: why do Portuguese micro and small companies not sell on Amazon? A multiple case study was the methodology chosen to collect and analyze the data. Through semi-structured interviews with seven micro and small companies in the Northern Region, and based on a conceptual model inspired by the Tornatzky & Fleischer’s TOE model (1990), we identified seven technological, organizational and environmental barriers that have a negative impact on the adoption of the marketplace Amazon. This research allows, for the first time, an in-depth understanding of the reluctance of micro and small Portuguese companies to sell on Amazon. The main limitation of this work is the subjectivity related with case study methodology and the small sample size. Future investigations could use the proposed conceptual model and test it in a larger sample that includes medium-sized companies from different regions of the country.
This research began with a curricular internship at INOVA+. In February 2019, INOVA+ launched a new consulting service specialized in Amazon. The low levels of marketplaces adoption among Portuguese companies and the fact that there are no previous empirical studies on this subject in Portugal have motivated the research question: why do Portuguese micro and small companies not sell on Amazon? A multiple case study was the methodology chosen to collect and analyze the data. Through semi-structured interviews with seven micro and small companies in the Northern Region, and based on a conceptual model inspired by the Tornatzky & Fleischer’s TOE model (1990), we identified seven technological, organizational and environmental barriers that have a negative impact on the adoption of the marketplace Amazon. This research allows, for the first time, an in-depth understanding of the reluctance of micro and small Portuguese companies to sell on Amazon. The main limitation of this work is the subjectivity related with case study methodology and the small sample size. Future investigations could use the proposed conceptual model and test it in a larger sample that includes medium-sized companies from different regions of the country.
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Keywords
Marketplace Amazon Micro e pequenas empresas Portugal Micro and small companies