Avaliação da estratégia multicanal na indústria de alimentos como forma de inovação
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Data
2020-08-26
Autores
Oliveira, Thamara Cristina Mendes de
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Universidade Estadual Paulista (Unesp)
Resumo
Os consumidores estão cada vez mais exigentes e informados quanto aos bens e serviços que consomem. As empresas percebem a necessidade de inovar e evoluir para entregar valor ao seu cliente, e dessa forma, tanto indústria quanto varejo de alimentos procuram canais para chegar ao consumidor final e estreitar relacionamentos. O varejo passou a ser o elo controlador dos canais de distribuição e detentor da informação da demanda. Adotar uma estratégia multicanal pode ser uma alternativa para a indústria de alimentos contornar e minimizar o poder do varejo, ampliar mercado e faturamento, estar mais próximo dos clientes e entender suas necessidades. Nesse contexto, tem-se como problema de pesquisa a seguinte questão: como as estratégias multicanais estão relacionadas às formas de inovação das organizações processadoras de alimentos? Assim, o objetivo principal foi analisar como as estratégias multicanais estão relacionadas às formas de inovação das organizações processadoras de alimentos. Especificamente, buscou-se: i) identificar os desafios enfrentados com a implementação de uma estratégia multicanal de distribuição, as mudanças geradas e o grau de integração dos múltiplos canais de distribuição; ii) examinar a relação entre a implementação de uma estratégia multicanal e a inovação; e iii) evidenciar os principais resultados para a empresa na aplicação da estratégia de distribuição multicanal. Esta pesquisa classifica-se como exploratória e descritiva, com abordagem qualitativa do problema. Para a realização dessa pesquisa utilizou-se uma survey e um estudo de casos múltiplos, com utilização de técnicas como entrevistas, observação direta e análise documental para coleta de dados e informações. Observou-se que os desafios e mudanças observadas na literatura realmente ocorrem com empresas que adotam uma estratégia multicanal de distribuição, com maior ou menor intensidade dependendo do porte e tipos de canais utilizados. A estratégia multicanal está relacionada a inovação de processos de negócio, especialmente com as funções Administração e gestão e Marketing e vendas. A estratégia multicanal tem características que tornam sua implementação e gerenciamento altamente complexos e as organizações precisam ter consciência dos desafios que podem enfrentar e avaliar se possuem as competências necessárias antes de adotá-la. Dessa forma, entender quais são os desafios e mudanças que podem ocorrer e o resultado gerado é essencial para o desenvolvimento de uma mentalidade inovadora, sendo essa uma das principais contribuições deste trabalho.
Consumers are increasingly demanding and informed about the goods and services they consume. Companies realize the need to innovate and evolve to deliver value to their customers, and in this way, both the food industry and retailers look for channels to reach the final consumer and strengthen relationships. Retail has become the controlling link in distribution channels and the holder of demand information. Adopting a multichannel strategy can be an alternative for the food industry to bypass and minimize the power of retail, expand market and revenue, be closer to customers and understand their needs. In this context, the following question arises as a research problem: how are multichannel strategies related to the forms of innovation of food processing organizations? Thus, the main objective was to analyze how multichannel strategies are related to the forms of innovation of food processing organizations. Specifically, we sought to: i) identify the challenges faced with the implementation of a multichannel distribution strategy, the changes generated and the degree of integration of the multiple distribution channels; ii) examine the relationship between the implementation of a multichannel strategy and innovation; and iii) evidence the main results for the company in the application of the multichannel distribution strategy. This research is classified as exploratory and descriptive, with a qualitative approach to the problem. To carry out this research, a survey and a multiple case study were used, using techniques such as interviews, direct observation and document analysis to collect data and information. It was observed that the challenges and changes observed in the literature really occur with companies that adopt a multichannel distribution strategy, with greater or lesser intensity depending on the size and types of channels used. The multichannel strategy is related to business process innovation, especially with the Administration and management and Marketing and sales functions. The multichannel strategy has characteristics that make its implementation and management highly complex and organizations need to be aware of the challenges they may face and assess whether they have the necessary competencies before adopting it. Thus, understanding what are the challenges and changes that can occur and the result generated is essential for the development of an innovative mindset, which is one of the main contributions of this work.
Consumers are increasingly demanding and informed about the goods and services they consume. Companies realize the need to innovate and evolve to deliver value to their customers, and in this way, both the food industry and retailers look for channels to reach the final consumer and strengthen relationships. Retail has become the controlling link in distribution channels and the holder of demand information. Adopting a multichannel strategy can be an alternative for the food industry to bypass and minimize the power of retail, expand market and revenue, be closer to customers and understand their needs. In this context, the following question arises as a research problem: how are multichannel strategies related to the forms of innovation of food processing organizations? Thus, the main objective was to analyze how multichannel strategies are related to the forms of innovation of food processing organizations. Specifically, we sought to: i) identify the challenges faced with the implementation of a multichannel distribution strategy, the changes generated and the degree of integration of the multiple distribution channels; ii) examine the relationship between the implementation of a multichannel strategy and innovation; and iii) evidence the main results for the company in the application of the multichannel distribution strategy. This research is classified as exploratory and descriptive, with a qualitative approach to the problem. To carry out this research, a survey and a multiple case study were used, using techniques such as interviews, direct observation and document analysis to collect data and information. It was observed that the challenges and changes observed in the literature really occur with companies that adopt a multichannel distribution strategy, with greater or lesser intensity depending on the size and types of channels used. The multichannel strategy is related to business process innovation, especially with the Administration and management and Marketing and sales functions. The multichannel strategy has characteristics that make its implementation and management highly complex and organizations need to be aware of the challenges they may face and assess whether they have the necessary competencies before adopting it. Thus, understanding what are the challenges and changes that can occur and the result generated is essential for the development of an innovative mindset, which is one of the main contributions of this work.
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Palavras-chave
Canais de distribuição, Estratégia multicanal, Inovação de processos de negócio, Indústria de alimentos, Setor alimentício, Distribution channels, Multichannel strategy, Business process innovation, Food industry, Food sector