Uso do Big Data na construção de valor no varejo: estudo de caso do Walmart
Autor(a) principal: | |
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Data de Publicação: | 2016 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da PUC_SP |
Texto Completo: | https://tede2.pucsp.br/handle/handle/19657 |
Resumo: | Several changes in access to information have led the consumer to a new level; consumers today are more accessible to receive, search and disseminate information at anytime and anywhere. Innovative retailers had accepted this condition and started interacting with their customers in their environment. These interactions generate, uninterruptedly, an infinite mass of data known as Big Data. This study is an analysis of the worldwide retail activities in order to verify how the use of Big Data can contribute to the construction of customer value, focused on the American retailer Walmart. Through a case study, it was possible to identify how innovative and technologyfocused positioning in information analysis has brought benefits to the company, creating customer value and exceeding its expectations. Among the results found in the US operation there are the growth of purchases made online with the option to pick up in a physical store and in the number of customers that choose the use of geolocation in order to speed up the purchase process and, in Brazil there are reduction in the number of complaints, growth of interactions with customers in social networks and increased sales online |
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Las Casas, Alexandre Luzzihttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4816659T2Prates, Mariana Lima2017-01-12T17:50:30Z2016-12-20Prates, Mariana Lima. Uso do Big Data na construção de valor no varejo: estudo de caso do Walmart. 2016. 93 f. Dissertação (Mestrado em Administração) - Programa de Estudos Pós-Graduados em Administração, Pontifícia Universidade Católica de São Paulo, São Paulo, 2016.https://tede2.pucsp.br/handle/handle/19657Several changes in access to information have led the consumer to a new level; consumers today are more accessible to receive, search and disseminate information at anytime and anywhere. Innovative retailers had accepted this condition and started interacting with their customers in their environment. These interactions generate, uninterruptedly, an infinite mass of data known as Big Data. This study is an analysis of the worldwide retail activities in order to verify how the use of Big Data can contribute to the construction of customer value, focused on the American retailer Walmart. Through a case study, it was possible to identify how innovative and technologyfocused positioning in information analysis has brought benefits to the company, creating customer value and exceeding its expectations. Among the results found in the US operation there are the growth of purchases made online with the option to pick up in a physical store and in the number of customers that choose the use of geolocation in order to speed up the purchase process and, in Brazil there are reduction in the number of complaints, growth of interactions with customers in social networks and increased sales onlineMudanças no acesso à informação conduziram o consumidor a um novo patamar; os consumidores hoje em dia estão mais acessíveis para recebimento, busca e difusão de informação a qualquer hora ou lugar. Os varejistas inovadores aceitam esta condição e passaram a interagir com seus clientes no ambiente em que estes se encontram. Estas interações geram, ininterruptamente, uma massa de dados infinitos conhecido como Big Data. Este trabalho é uma análise das atividades exercidas no varejo mundial em prol de verificar como o uso do Big Data pode contribuir na construção de valor ao cliente, com foco no varejista americano Walmart. Através de um estudo de caso, foi possível identificar como o posicionamento inovador e focado em tecnologia na análise de informações trouxe benefícios à companhia, criando valor ao cliente e superando suas expectativas. Dentre os resultados encontrados na operação americana está o crescimento no número de compras realizadas na loja online com opção de retirada em loja física e no número de clientes que optam pelo uso de geolocalização com intuito de agilizar o processo de compra e, no Brasil, redução no número de reclamações, aumento de interações com os clientes nas redes sociais e aumento nas vendas da loja onlineCoordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPESapplication/pdfhttp://tede2.pucsp.br/tede/retrieve/40889/Mariana%20Lima%20Prates.pdf.jpgporPontifícia Universidade Católica de São PauloPrograma de Estudos Pós-Graduados em AdministraçãoPUC-SPBrasilFaculdade de Economia, Administração, Contábeis e AtuariaisBig DataConstrução de valor ao clienteVarejoBuilding customer valueRetailWalmartCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOUso do Big Data na construção de valor no varejo: estudo de caso do Walmartinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da PUC_SPinstname:Pontifícia Universidade Católica de São Paulo (PUC-SP)instacron:PUC_SPTEXTMariana Lima Prates.pdf.txtMariana Lima Prates.pdf.txtExtracted texttext/plain160706https://repositorio.pucsp.br/xmlui/bitstream/handle/19657/4/Mariana%20Lima%20Prates.pdf.txtcc770821ba70dc44f4947bb0c7cb524fMD54LICENSElicense.txtlicense.txttext/plain; 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dc.title.por.fl_str_mv |
Uso do Big Data na construção de valor no varejo: estudo de caso do Walmart |
title |
Uso do Big Data na construção de valor no varejo: estudo de caso do Walmart |
spellingShingle |
Uso do Big Data na construção de valor no varejo: estudo de caso do Walmart Prates, Mariana Lima Big Data Construção de valor ao cliente Varejo Building customer value Retail Walmart CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
title_short |
Uso do Big Data na construção de valor no varejo: estudo de caso do Walmart |
title_full |
Uso do Big Data na construção de valor no varejo: estudo de caso do Walmart |
title_fullStr |
Uso do Big Data na construção de valor no varejo: estudo de caso do Walmart |
title_full_unstemmed |
Uso do Big Data na construção de valor no varejo: estudo de caso do Walmart |
title_sort |
Uso do Big Data na construção de valor no varejo: estudo de caso do Walmart |
author |
Prates, Mariana Lima |
author_facet |
Prates, Mariana Lima |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Las Casas, Alexandre Luzzi |
dc.contributor.authorLattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4816659T2 |
dc.contributor.author.fl_str_mv |
Prates, Mariana Lima |
contributor_str_mv |
Las Casas, Alexandre Luzzi |
dc.subject.por.fl_str_mv |
Big Data Construção de valor ao cliente Varejo |
topic |
Big Data Construção de valor ao cliente Varejo Building customer value Retail Walmart CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
dc.subject.eng.fl_str_mv |
Building customer value Retail Walmart |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
description |
Several changes in access to information have led the consumer to a new level; consumers today are more accessible to receive, search and disseminate information at anytime and anywhere. Innovative retailers had accepted this condition and started interacting with their customers in their environment. These interactions generate, uninterruptedly, an infinite mass of data known as Big Data. This study is an analysis of the worldwide retail activities in order to verify how the use of Big Data can contribute to the construction of customer value, focused on the American retailer Walmart. Through a case study, it was possible to identify how innovative and technologyfocused positioning in information analysis has brought benefits to the company, creating customer value and exceeding its expectations. Among the results found in the US operation there are the growth of purchases made online with the option to pick up in a physical store and in the number of customers that choose the use of geolocation in order to speed up the purchase process and, in Brazil there are reduction in the number of complaints, growth of interactions with customers in social networks and increased sales online |
publishDate |
2016 |
dc.date.issued.fl_str_mv |
2016-12-20 |
dc.date.accessioned.fl_str_mv |
2017-01-12T17:50:30Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
Prates, Mariana Lima. Uso do Big Data na construção de valor no varejo: estudo de caso do Walmart. 2016. 93 f. Dissertação (Mestrado em Administração) - Programa de Estudos Pós-Graduados em Administração, Pontifícia Universidade Católica de São Paulo, São Paulo, 2016. |
dc.identifier.uri.fl_str_mv |
https://tede2.pucsp.br/handle/handle/19657 |
identifier_str_mv |
Prates, Mariana Lima. Uso do Big Data na construção de valor no varejo: estudo de caso do Walmart. 2016. 93 f. Dissertação (Mestrado em Administração) - Programa de Estudos Pós-Graduados em Administração, Pontifícia Universidade Católica de São Paulo, São Paulo, 2016. |
url |
https://tede2.pucsp.br/handle/handle/19657 |
dc.language.iso.fl_str_mv |
por |
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por |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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Pontifícia Universidade Católica de São Paulo |
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Programa de Estudos Pós-Graduados em Administração |
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PUC-SP |
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Brasil |
dc.publisher.department.fl_str_mv |
Faculdade de Economia, Administração, Contábeis e Atuariais |
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Pontifícia Universidade Católica de São Paulo |
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