Opportunity or necessity? The Case of ZM S/A

Detalhes bibliográficos
Autor(a) principal: Zimermann, Poliana Eliza Pinotti
Data de Publicação: 2023
Outros Autores: Lana, Jailson, Batista, Marcos Aurélio, Partyka, Raul Beal
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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spelling 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
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info:eu-repo/semantics/openAccess
rights_invalid_str_mv 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
instname_str Fundação Getulio Vargas (FGV)
instacron_str FGV
institution FGV
reponame_str Cadernos EBAPE.BR
collection Cadernos EBAPE.BR
repository.name.fl_str_mv Cadernos EBAPE.BR - Fundação Getulio Vargas (FGV)
repository.mail.fl_str_mv cadernosebape@fgv.br||cadernosebape@fgv.br
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