Publication
O impacto da Covid-19 nos processos de transformaĆ§Ć£o digital nos centros comerciais : o caso da Sonae Sierra
| datacite.subject.fos | CiĆŖncias Sociais::CiĆŖncias da ComunicaĆ§Ć£o | pt_PT |
| dc.contributor.advisor | Afonso, Carla Susana Moiteiro Ganito | |
| dc.contributor.author | Rebelo, Maria Eduarda AnunciaĆ§Ć£o | |
| dc.date.accessioned | 2023-03-10T08:58:17Z | |
| dc.date.available | 2023-03-10T08:58:17Z | |
| dc.date.issued | 2023-01-23 | |
| dc.date.submitted | 2022-09 | |
| dc.description.abstract | A era digital impĆ“s um novo planeamento estratĆ©gico nas organizaƧƵes, congruente com as necessidades que a internet veio irrogar, assim como com uma visĆ£o otimista sobre as possibilidades que as novas tecnologias permitem (Porter, 2001). Como refere Michael E. Porter, a transformaĆ§Ć£o digital nĆ£o foi nem Ć© fundamentalmente sobre tecnologia, mas sobre pensamento estratĆ©gico, exigindo Ć LideranƧa a capacidade de reinventar e adaptar determinado negĆ³cio de forma a ultrapassar os desafios. Com o avanƧo tecnolĆ³gico, a IndĆŗstria do Retalho, materializada neste estudo na figura dos centros comerciais, encontrou uma nova forma de se relacionar com os seus clientes. AtravĆ©s das vĆ”rias ferramentas e plataformas digitais, criou oportunidades para simplificar e acelerar processos, assim como para analisar detalhadamente as novas necessidades do consumidor, promovendo, simultaneamente, um serviƧo mais personalizado e atento, e a capacidade de tomar decisƵes perante vĆ”rios cenĆ”rios de forma fundamentada. No fundo, a transformaĆ§Ć£o digital tornou a indĆŗstria do retalho mais responsiva e sensĆvel Ć mudanƧa que se verifica constante. De forma transversal e profunda, a COVID-19 representa um desafio para as OrganizaƧƵes. Os centros comerciais verificaram, numa fase inicial, uma nĆtida diminuiĆ§Ć£o do fluxo de consumidores e, em consequĆŖncia, de vendas, obrigando a uma transformaĆ§Ć£o mais acentuada do seu modelo de negĆ³cios no digital. Esta investigaĆ§Ć£o centrou-se no contexto especĆfico dos centros comerciais da Sonae Sierra. AtravĆ©s da aplicaĆ§Ć£o de entrevistas semiestruturadas foi possĆvel perceber que a COVID-19 acelerou os processos de transformaĆ§Ć£o digital no setor, forƧando a adoĆ§Ć£o de medidas digitais e uma reestruturaĆ§Ć£o do modelo de negĆ³cio. No futuro, os centros comerciais deverĆ£o aproveitar as possibilidades que a complementaridade entre o espaƧo fĆsico e digital oferece. NĆ£o sĆ³ a estratĆ©gia omnicanal deve ser privilegiada, como o novo modelo de negĆ³cio deve assentar nos novos hĆ”bitos de consumo emergentes. Os espaƧos fĆsicos devem, agora, proporcionar uma experiĆŖncia de visita Ćŗnica, com espaƧo para o lazer, entretenimento e trabalho remoto. Adicionalmente, deverĆ£o ser mantidas, num cenĆ”rio pĆ³spandĆ©mico, todas as medidas que favoreƧam a seguranƧa dos consumidores. | pt_PT |
| dc.description.abstract | The digital age has imposed a new strategic planning in organizations, congruent with the needs that the internet has brought, as well as with an optimistic vision about the possibilities that new technologies allow (Porter, 2001). As Michael E. Porter states, digital transformation was not and is not fundamentally about technology, but about strategic thinking, demanding from Leadership the ability to reinvent and adapt a given business to overcome the challenges. With technological advances, the Retail Industry, materialized in this study in the figure of shopping centers, has found a new way to relate with its customers. Through various digital tools and platforms, it has created opportunities to simplify and speed up processes, as well as to analyze in detail the new needs of the consumer, promoting, at the same time, a more personalized and attentive service, and the ability to make decisions based on several scenarios. In essence, digital transformation has made the Retail Industry more responsive and sensitive to constant change. In a transversal and profound way, COVID-19 represents a challenge to Organizations. Shopping Centers have seen, in an initial phase, a clear decrease in the flow of consumers and, consequently, in sales, forcing a more accentuated transformation of their business model in digital. This research therefore focused on the specific context of Sonae Sierra's Shopping Centers. Through the application of semi-structured interviews, it was possible to understand that COVID-19 accelerated the digital transformation processes in the setor, forcing the adoption of digital measures and a restructuring of the business model. In the future, Shopping Centers should take advantage of the possibilities that the complementarity between physical and digital space offers. Not only should the omni-channel strategy be privileged, but the new business model should be based on the new emerging consumer habits. Physical spaces should now provide a unique visiting experience, with room for leisure, entertainment, and remote working. Additionally, all measures that favor consumer safety should be maintained in a post-pandemic scenario. | pt_PT |
| dc.identifier.tid | 203227972 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10400.14/40523 | |
| dc.language.iso | por | pt_PT |
| dc.subject | TransformaĆ§Ć£o digital | pt_PT |
| dc.subject | COVID-19 | pt_PT |
| dc.subject | Centros comercias | pt_PT |
| dc.subject | e-commerce | pt_PT |
| dc.subject | InovaĆ§Ć£o | pt_PT |
| dc.subject | Digital transformation | pt_PT |
| dc.subject | Shopping centers | pt_PT |
| dc.subject | Innovation | pt_PT |
| dc.title | O impacto da Covid-19 nos processos de transformaĆ§Ć£o digital nos centros comerciais : o caso da Sonae Sierra | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em CiĆŖncias da ComunicaĆ§Ć£o | pt_PT |