Opportunity or necessity? The Case of ZM S/A
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | por eng |
Título da fonte: | Cadernos EBAPE.BR |
Texto Completo: | https://periodicos.fgv.br/cadernosebape/article/view/90032 |
Resumo: | This teaching case portrays the dilemma of ZM S/A, an auto parts industry, regarding the disruption of B2B to B2C sales channels. With the growing demand for sales through online channels due to the COVID-19 pandemic, the company puts into perspective the feasibility of starting direct sales operations (B2C) through the creation of its own e-commerce or the promotion of its distributors’ online sales. The purpose of the case is to promote reflection on the strategic changes in sales channels and the potential conflicts of creating an e-commerce platform. This is a real case that uses the company’s name and replaces the names of individuals involved for privacy. The construction of the case relied on primary sources, through interviews with those involved, and on secondary sources, through sectoral data. The case can be applied in the final years of undergraduate programs in business administration and graduate programs in strategic marketing and digital marketing, specifically in courses related with business management, organization and marketing strategies, operations management, and innovation. |
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Opportunity or necessity? The Case of ZM S/A¿Oportunidad o necesidad? El caso de ZM S/AOportunidade ou necessidade? O caso da ZM S/AMarketing channelsSalesMarketplaceDigital transformationCanales de marketingVentasMercadoTransformación digitalCanais de marketingVendasMarketplaceTransformação digitalThis teaching case portrays the dilemma of ZM S/A, an auto parts industry, regarding the disruption of B2B to B2C sales channels. With the growing demand for sales through online channels due to the COVID-19 pandemic, the company puts into perspective the feasibility of starting direct sales operations (B2C) through the creation of its own e-commerce or the promotion of its distributors’ online sales. The purpose of the case is to promote reflection on the strategic changes in sales channels and the potential conflicts of creating an e-commerce platform. This is a real case that uses the company’s name and replaces the names of individuals involved for privacy. The construction of the case relied on primary sources, through interviews with those involved, and on secondary sources, through sectoral data. The case can be applied in the final years of undergraduate programs in business administration and graduate programs in strategic marketing and digital marketing, specifically in courses related with business management, organization and marketing strategies, operations management, and innovation.Este caso didáctico retrata el dilema de ZM S/A, una industria de autopartes, con respecto a la disrupción de los canales de venta B2B a B2C y sus posibles conflictos. Con la creciente demanda de ventas a través de canales online a raíz de la pandemia de COVID-19, la compañía pone en perspectiva la viabilidad de iniciar operaciones de venta directa (B2C), mediante la creación de un e-commerce propio o del fomento de las ventas de sus distribuidores. El propósito del caso es promover la reflexión sobre los cambios estratégicos en los canales de venta y los posibles conflictos en el cambio de estos canales en un sector con estructura enyesada, pero que ha ido cambiando su formato debido al acceso digital de los consumidores. Este es un caso real en el que se usa el nombre real de la empresa. Solo los nombres de los personajes son ficticios. La construcción del caso se basó en fuentes primarias, a través de entrevistas a los involucrados, y en fuentes secundarias, a través de datos sectoriales. El caso puede aplicarse en los últimos años de carreras de grado en administración y en posgrados en marketing estratégico y marketing digital, específicamente en disciplinas que involucren gestión empresarial, estrategias organizacionales y de marketing, gestión de operaciones e innovación.Este caso para ensino retrata o dilema da ZM S/A, uma indústria de autopeças, ante a ruptura de canais de vendas, que passaram de B2B para B2C, e seus potenciais conflitos. Com a crescente demanda das vendas nos canais on-line em virtude da pandemia de COVID-19, a empresa coloca em perspectiva a viabilidade de iniciar operações de venda direta (B2C), com a criação de um e-commerce próprio ou fomentando as vendas de seus distribuidores. O objetivo do caso é promover a reflexão sobre as mudanças estratégicas dos canais de vendas e os potenciais conflitos na mudança destes canais em um setor com estrutura engessada, mas que vem mudando seu formato por uma demanda do acesso digital dos consumidores. Trata-se de um caso real, que retrata o nome verdadeiro da empresa. Apenas os nomes dos personagens foram são fictícios. A construção do caso contou com fontes primárias, via entrevistas com os envolvidos, e fontes secundárias, que foram os dados setoriais. O caso pode ser aplicado nos anos finais dos cursos de graduação em Administração e em cursos de pós-graduação em Marketing Estratégico e Marketing Digital, especificamente em disciplinas que envolvem a gestão empresarial, estratégias organizacionais e de marketing, gestão de operações e inovação.Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas2023-12-19info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttps://periodicos.fgv.br/cadernosebape/article/view/9003210.1590/1679-395120230001Cadernos EBAPE.BR; Vol. 21 No. 6 (2023); e2023-0001Cadernos EBAPE.BR; Vol. 21 Núm. 6 (2023); e2023-0001Cadernos EBAPE.BR; v. 21 n. 6 (2023); e2023-00011679-3951reponame:Cadernos EBAPE.BRinstname:Fundação Getulio Vargas (FGV)instacron:FGVporenghttps://periodicos.fgv.br/cadernosebape/article/view/90032/84517https://periodicos.fgv.br/cadernosebape/article/view/90032/84518https://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessZimermann, Poliana Eliza PinottiLana, JailsonBatista, Marcos AurélioPartyka, Raul Beal2023-12-20T21:03:34Zoai:ojs.periodicos.fgv.br:article/90032Revistahttps://periodicos.fgv.br/cadernosebapehttps://periodicos.fgv.br/cadernosebape/oaicadernosebape@fgv.br||cadernosebape@fgv.br1679-39511679-3951opendoar:2024-05-13T10:00:35.550718Cadernos EBAPE.BR - Fundação Getulio Vargas (FGV)true |
dc.title.none.fl_str_mv |
Opportunity or necessity? The Case of ZM S/A ¿Oportunidad o necesidad? El caso de ZM S/A Oportunidade ou necessidade? O caso da ZM S/A |
title |
Opportunity or necessity? The Case of ZM S/A |
spellingShingle |
Opportunity or necessity? The Case of ZM S/A Zimermann, Poliana Eliza Pinotti Marketing channels Sales Marketplace Digital transformation Canales de marketing Ventas Mercado Transformación digital Canais de marketing Vendas Marketplace Transformação digital |
title_short |
Opportunity or necessity? The Case of ZM S/A |
title_full |
Opportunity or necessity? The Case of ZM S/A |
title_fullStr |
Opportunity or necessity? The Case of ZM S/A |
title_full_unstemmed |
Opportunity or necessity? The Case of ZM S/A |
title_sort |
Opportunity or necessity? The Case of ZM S/A |
author |
Zimermann, Poliana Eliza Pinotti |
author_facet |
Zimermann, Poliana Eliza Pinotti Lana, Jailson Batista, Marcos Aurélio Partyka, Raul Beal |
author_role |
author |
author2 |
Lana, Jailson Batista, Marcos Aurélio Partyka, Raul Beal |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Zimermann, Poliana Eliza Pinotti Lana, Jailson Batista, Marcos Aurélio Partyka, Raul Beal |
dc.subject.por.fl_str_mv |
Marketing channels Sales Marketplace Digital transformation Canales de marketing Ventas Mercado Transformación digital Canais de marketing Vendas Marketplace Transformação digital |
topic |
Marketing channels Sales Marketplace Digital transformation Canales de marketing Ventas Mercado Transformación digital Canais de marketing Vendas Marketplace Transformação digital |
description |
This teaching case portrays the dilemma of ZM S/A, an auto parts industry, regarding the disruption of B2B to B2C sales channels. With the growing demand for sales through online channels due to the COVID-19 pandemic, the company puts into perspective the feasibility of starting direct sales operations (B2C) through the creation of its own e-commerce or the promotion of its distributors’ online sales. The purpose of the case is to promote reflection on the strategic changes in sales channels and the potential conflicts of creating an e-commerce platform. This is a real case that uses the company’s name and replaces the names of individuals involved for privacy. The construction of the case relied on primary sources, through interviews with those involved, and on secondary sources, through sectoral data. The case can be applied in the final years of undergraduate programs in business administration and graduate programs in strategic marketing and digital marketing, specifically in courses related with business management, organization and marketing strategies, operations management, and innovation. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-12-19 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.fgv.br/cadernosebape/article/view/90032 10.1590/1679-395120230001 |
url |
https://periodicos.fgv.br/cadernosebape/article/view/90032 |
identifier_str_mv |
10.1590/1679-395120230001 |
dc.language.iso.fl_str_mv |
por eng |
language |
por eng |
dc.relation.none.fl_str_mv |
https://periodicos.fgv.br/cadernosebape/article/view/90032/84517 https://periodicos.fgv.br/cadernosebape/article/view/90032/84518 |
dc.rights.driver.fl_str_mv |
https://creativecommons.org/licenses/by/4.0 info:eu-repo/semantics/openAccess |
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https://creativecommons.org/licenses/by/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas |
publisher.none.fl_str_mv |
Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas |
dc.source.none.fl_str_mv |
Cadernos EBAPE.BR; Vol. 21 No. 6 (2023); e2023-0001 Cadernos EBAPE.BR; Vol. 21 Núm. 6 (2023); e2023-0001 Cadernos EBAPE.BR; v. 21 n. 6 (2023); e2023-0001 1679-3951 reponame:Cadernos EBAPE.BR instname:Fundação Getulio Vargas (FGV) instacron:FGV |
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Fundação Getulio Vargas (FGV) |
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FGV |
institution |
FGV |
reponame_str |
Cadernos EBAPE.BR |
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Cadernos EBAPE.BR |
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Cadernos EBAPE.BR - Fundação Getulio Vargas (FGV) |
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cadernosebape@fgv.br||cadernosebape@fgv.br |
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