A Arquitetura e Proposta de Valor da Plataforma Evino
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Outros Autores: | , , |
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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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 |
dc.format.none.fl_str_mv |
application/pdf |
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) |
instacron_str |
UFLA |
institution |
UFLA |
reponame_str |
Repositório Institucional da UFLA |
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Repositório Institucional da UFLA |
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Repositório Institucional da UFLA - Universidade Federal de Lavras (UFLA) |
repository.mail.fl_str_mv |
nivaldo@ufla.br || repositorio.biblioteca@ufla.br |
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1815439284960755712 |