A Arquitetura e Proposta de Valor da Plataforma Evino

Detalhes bibliográficos
Autor(a) principal: Castro, Álvaro Leonel de Oliveira
Data de Publicação: 2020
Outros Autores: Silva, João Paulo Nascimento da, Vilas Boas, Luiz Henrique de Barros, Sugano, Joel Yutaka
Tipo de documento: Artigo
Idioma: por
Título da fonte: Repositório Institucional da UFLA
Texto Completo: http://repositorio.ufla.br/jspui/handle/1/48035
Resumo: The architecture of a multilateral platform enables the value unit to flow among all stakeholders involved, generating positive network effects and interactions. In this sense, the object of study is Evino, a company active in the e-commerce of wines on a multilateral platform, which promotes interactions between national consumers and producers of international wineries, aiming to disseminate the culture of wine consumption among Brazilians. The objective of this paper is to characterize the architecture used by the Evino platform, and to understand how the relationship between the company's value proposition and its consumers occurs. Netnography was used as a research method, collecting data by the researcher's observations and the clients' textual discourse in the company's social networks and applications. The results indicate that Evino's multilateral platform architecture proves to be appropriate to its value proposition, as it also attracts different wine producers to its catalog, also brings several consumers with different preferences, making the value involved grow both ways. Regarding the assimilation of value proposition by consumers, it is clear that most interactions tend to promote harmonious and positive relationships with the company.
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spelling A Arquitetura e Proposta de Valor da Plataforma EvinoThe Architecture and Value Proposition of Evino PlatformPlataforma multilateralProposição de valorNetnografiaMultilateral platformValue propositionNetnographyThe architecture of a multilateral platform enables the value unit to flow among all stakeholders involved, generating positive network effects and interactions. In this sense, the object of study is Evino, a company active in the e-commerce of wines on a multilateral platform, which promotes interactions between national consumers and producers of international wineries, aiming to disseminate the culture of wine consumption among Brazilians. The objective of this paper is to characterize the architecture used by the Evino platform, and to understand how the relationship between the company's value proposition and its consumers occurs. Netnography was used as a research method, collecting data by the researcher's observations and the clients' textual discourse in the company's social networks and applications. The results indicate that Evino's multilateral platform architecture proves to be appropriate to its value proposition, as it also attracts different wine producers to its catalog, also brings several consumers with different preferences, making the value involved grow both ways. Regarding the assimilation of value proposition by consumers, it is clear that most interactions tend to promote harmonious and positive relationships with the company.A arquitetura de uma plataforma multilateral possibilita que a unidade de valor flua entre todos os stakeholders envolvidos, gerando efeitos de redes e interações positivas. Nesse sentido, tem-se como objeto de estudo a Evino, empresa atuante no comércio eletrônico de vinhos em plataforma multilateral, a qual promove interações entre os consumidores nacionais e produtores de vinícolas internacionais, visando disseminar a cultura do consumo de vinhos entre os brasileiros. O objetivo deste trabalho é caracterizar a arquitetura utilizada pela plataforma Evino, e entender como se dá a relação da proposta de valor da empresa com os seus consumidores. Utilizou-se da netnografia como método de pesquisa, coletando dados por observações do pesquisador e pelo discurso textual dos clientes nas redes sociais e aplicativos da empresa. Os resultados apontam que a arquitetura em plataforma multilateral adotada pela Evino demonstra-se apropriada a sua proposta de valor, pois ao mesmo tempo que atrai diferentes produtores de vinhos para o seu catálogo, traz vários consumidores com preferências distintas, fazendo com que o valor envolvido cresça para os dois lados. No que tange a assimilação da proposta de valor pelos consumidores, percebe-se que a maioria das interações tende a promover relacionamentos harmônicos e positivos com a empresa.Centro Unversitário Santo Agostinho2021-09-02T19:22:26Z2021-09-02T19:22:26Z2020-03info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfCASTRO, A. L. de O. et al. A Arquitetura e Proposta de Valor da Plataforma Evino. Revista FSA, Teresina, v. 17, n. 3, p. 41-58, mar. 2020. DOI: http://dx.doi.org/10.12819/2020.17.3.3.http://repositorio.ufla.br/jspui/handle/1/48035Revista FSAreponame:Repositório Institucional da UFLAinstname:Universidade Federal de Lavras (UFLA)instacron:UFLAhttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessCastro, Álvaro Leonel de OliveiraSilva, João Paulo Nascimento daVilas Boas, Luiz Henrique de BarrosSugano, Joel Yutakapor2021-09-02T19:22:41Zoai:localhost:1/48035Repositório InstitucionalPUBhttp://repositorio.ufla.br/oai/requestnivaldo@ufla.br || repositorio.biblioteca@ufla.bropendoar:2021-09-02T19:22:41Repositório Institucional da UFLA - Universidade Federal de Lavras (UFLA)false
dc.title.none.fl_str_mv A Arquitetura e Proposta de Valor da Plataforma Evino
The Architecture and Value Proposition of Evino Platform
title A Arquitetura e Proposta de Valor da Plataforma Evino
spellingShingle A Arquitetura e Proposta de Valor da Plataforma Evino
Castro, Álvaro Leonel de Oliveira
Plataforma multilateral
Proposição de valor
Netnografia
Multilateral platform
Value proposition
Netnography
title_short A Arquitetura e Proposta de Valor da Plataforma Evino
title_full A Arquitetura e Proposta de Valor da Plataforma Evino
title_fullStr A Arquitetura e Proposta de Valor da Plataforma Evino
title_full_unstemmed A Arquitetura e Proposta de Valor da Plataforma Evino
title_sort A Arquitetura e Proposta de Valor da Plataforma Evino
author Castro, Álvaro Leonel de Oliveira
author_facet Castro, Álvaro Leonel de Oliveira
Silva, João Paulo Nascimento da
Vilas Boas, Luiz Henrique de Barros
Sugano, Joel Yutaka
author_role author
author2 Silva, João Paulo Nascimento da
Vilas Boas, Luiz Henrique de Barros
Sugano, Joel Yutaka
author2_role author
author
author
dc.contributor.author.fl_str_mv Castro, Álvaro Leonel de Oliveira
Silva, João Paulo Nascimento da
Vilas Boas, Luiz Henrique de Barros
Sugano, Joel Yutaka
dc.subject.por.fl_str_mv Plataforma multilateral
Proposição de valor
Netnografia
Multilateral platform
Value proposition
Netnography
topic Plataforma multilateral
Proposição de valor
Netnografia
Multilateral platform
Value proposition
Netnography
description The architecture of a multilateral platform enables the value unit to flow among all stakeholders involved, generating positive network effects and interactions. In this sense, the object of study is Evino, a company active in the e-commerce of wines on a multilateral platform, which promotes interactions between national consumers and producers of international wineries, aiming to disseminate the culture of wine consumption among Brazilians. The objective of this paper is to characterize the architecture used by the Evino platform, and to understand how the relationship between the company's value proposition and its consumers occurs. Netnography was used as a research method, collecting data by the researcher's observations and the clients' textual discourse in the company's social networks and applications. The results indicate that Evino's multilateral platform architecture proves to be appropriate to its value proposition, as it also attracts different wine producers to its catalog, also brings several consumers with different preferences, making the value involved grow both ways. Regarding the assimilation of value proposition by consumers, it is clear that most interactions tend to promote harmonious and positive relationships with the company.
publishDate 2020
dc.date.none.fl_str_mv 2020-03
2021-09-02T19:22:26Z
2021-09-02T19:22:26Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv CASTRO, A. L. de O. et al. A Arquitetura e Proposta de Valor da Plataforma Evino. Revista FSA, Teresina, v. 17, n. 3, p. 41-58, mar. 2020. DOI: http://dx.doi.org/10.12819/2020.17.3.3.
http://repositorio.ufla.br/jspui/handle/1/48035
identifier_str_mv CASTRO, A. L. de O. et al. A Arquitetura e Proposta de Valor da Plataforma Evino. Revista FSA, Teresina, v. 17, n. 3, p. 41-58, mar. 2020. DOI: http://dx.doi.org/10.12819/2020.17.3.3.
url http://repositorio.ufla.br/jspui/handle/1/48035
dc.language.iso.fl_str_mv por
language por
dc.rights.driver.fl_str_mv http://creativecommons.org/licenses/by-nc-nd/4.0/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv http://creativecommons.org/licenses/by-nc-nd/4.0/
eu_rights_str_mv openAccess
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dc.publisher.none.fl_str_mv Centro Unversitário Santo Agostinho
publisher.none.fl_str_mv Centro Unversitário Santo Agostinho
dc.source.none.fl_str_mv Revista FSA
reponame:Repositório Institucional da UFLA
instname:Universidade Federal de Lavras (UFLA)
instacron:UFLA
instname_str Universidade Federal de Lavras (UFLA)
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institution UFLA
reponame_str Repositório Institucional da UFLA
collection Repositório Institucional da UFLA
repository.name.fl_str_mv Repositório Institucional da UFLA - Universidade Federal de Lavras (UFLA)
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