Emergence and evolution of e-commerce among Portuguese wine manufacturers : a multiple case study

• Autor(a) principal: Ferreira, Marta Figueiredo
• Data de Publicação: 2023
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/42590
• topic: Wine; E-commerce; Online channels; Covid-19; M-commerce; Vinho; Canais online; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

This thesis aims to explore the emergence and evolution of e-commerce among Portuguese wine manufacturers. This study initially reviews the literature on the topic of evolution of e-commerce in the wine industry. Next, building upon findings based on interviews with wine producers with e-commerce, and after conducting multiple semi-structured interviews with e-commerce managers, it was found that the COVID-19 pandemic was the main driving force behind the adoption of e-commerce by wine producers. Interestingly, wine producers mostly share strategic approaches and similar views regarding e-commerce. Moreover, despite the residual performance, almost all companies plan to continue investing in e-commerce and in its potential while keeping up with emerging trends. The findings of this study could assist wine producers in gaining a better understanding of their operating environment and identifying areas for future investment.