Critical success factors for Big Data adoption in the virtual retail: Magazine Luiza case study

• Autor(a) principal: Muniz Félix, Bruno
• Data de Publicação: 2017
• Outros Autores: Tavares, Elaine, Cavalcante, Ney Wagner Freitas
• Tipo de documento: Artigo
• Idioma: eng; por
• Título da fonte: Revista Brasileira de Gestão de Negócios (Online)
• Texto Completo: https://rbgn.fecap.br/RBGN/article/view/3627
• topic: Big Data; Virtual retail; Case study; Magazine Luiza.; Big Data; Varejo virtual; Estudo de caso; Magazine Luiza.; Big Data; Varejo virtual; Estudo de caso; Magazine Luiza.; Estratégia

Purpose – The objective of this research was to identify critical successfactors for the adoption of Big Data in the virtual retail, through a casestudy of Magazine Luiza. The use of Big Data, in this case, focused onimproving its system of recommendations for a better understandingof consumer behavior.Design/methodology/approach – The case study was done throughinterviews, observation of the shopping recommendation system andanalyzes of institutional presentations of the Bob project. A semistructuredinterview script was used in the interviews.Findings – Based on the results, we outline some propositions relatedto the opportunities and obstacles for the implementation of Big Datain the virtual retail in Brazil. Some of these propositions are in linewith what literature, especially BI, has been discussing. However, theystill need to be discussed in the context of Big Data.Originality/value – The main contribution of the research was theidentification of relevant factors to the adoption of Big Data that werenot considered as critical for the adoption of previous technologies.