Segmentação de mercados e diferenciação de ofertas de logística reversa

Clarice Mara Sousa e Silva; Osório Carvalho Dias

doi:10.5585/remark.v19i4.16392

Authors

Clarice Mara Sousa e Silva Universidade Federal de Uberlândia https://orcid.org/0000-0003-0437-2963
Osório Carvalho Dias IBMEC, Brasília-DF https://orcid.org/0000-0002-0393-7945

DOI:

https://doi.org/10.5585/remark.v19i4.16392

Keywords:

Segmentation, Differentiation, B2B2C, Reverse Logistics, E-commerce

Abstract

Purpose: to present bases for market segmentation and differentiation of reverse logistics services for e-commerce, considering the B2B2C model’s characteristics.

Methodology/approach: applied, documented and qualitative research. Data were collected from e-commerce, logistic operators and final consumers, through information obtained on the websites of the surveyed companies and on the website Reclame aqui. Data analysis were carried out first through Content Analysis and then through Cluster Analysis.

Results: Capillarity, Varied Deadlines, Full Service, Flexibility and Information attributes are considered the basis for executing market segmentation strategies and differentiation of reverse logistics offers for e-commerce. The Information, Flexibility and Full Service attributes presented a greater/higher volume of reasons for complaints among end consumers.

Theoretical/Methodological Contributions: the bases for the segmentation of reverse logistics market, when reasoned on benefits established not only in B2B relationships, but also with the final consumer - B2B2C, suggest that the conceptual approach of B2B2C segmentation finds evidence in the logistical business environment.

Originality/Relevance: the study presents singular evidence regarding the conceptual approach to B2B2C segmentation in the Brazilian e-commerce market, where traditionally studies have focused on only one side of the chain (B2B or B2C), not making connections in the extended relationship chain (B2B2C).

Social/Management contributions: Capillarity, Varied Deadlines, Full Service, Flexibility and Information attributes collaborate with expanding the scope of market segmentation strategies and differentiating offers from B2B to B2B2C.

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Author Biographies

Clarice Mara Sousa e Silva, Universidade Federal de Uberlândia

Mestre em Administração pela Universidade Federal de Uberlândia (2014-2015), com ênfase em Comportamento do Consumidor. Possui graduação em Administração pela Universidade Federal de Uberlândia (2000). É pós-graduada em Gestão Comercial (FGV-2010) e em Gestão Pública (UFU-2012). Atualmente é administradora da EMPRESA BRASILEIRA DE CORREIOS E TELÉGRAFOS. Tem experiência na área de Administração, com ênfase em GESTÃO COMERCIAL, LOGÍSTICA e CRIAÇÃO DE NOVOS PRODUTOS. Possui interesses de pesquisa na área de Comportamento do Consumidor B2B e B2B2C.

Osório Carvalho Dias, IBMEC, Brasília-DF

Doutor em Administração pela Universidade de Brasília (UnB); Mestre em Administração de Empresas pela Universidade de Brasília (UnB); MBA em Logística pela Universidade de Brasília (UnB); Pós-Graduado em Contabilidade Gerencial (Lato sensu - Faculdades Integradas UPIS), Pós-Graduado em Comércio Exterior (Lato Sensu - Universidade católica de Brasília), Pós-Graduado em Economia Pública (Lato-Sensu - George Washington University). Graduado em Letras (Tradução Inglês - FASF Minas Gerais), Graduado em Administração Postal (Escola Superior de Administração Postal) e Graduado em Administração de Empresas (Faculdades Integradas UPIS). 1. OMG Certified Expert in BPM? 2. Supply Chain Operations Reference Professional - SCORP Certified 3. Nevada Logistics Institute Certified 4. Logistics MM (Massachusetts Institute of Technology - MIT) 5. CP3P Certified Professional (Public Private Partnership Certified) Ocupações Atuais: 1.Gerente de Produtos Logísticos nos Correios 2. Coordenador do Curso de Administração no IBMEC 3. Professor Universitário - UniCEUB: Transporte; - Unicorreios: Administração Pública; - IBMEC: Logística Empresarial 4. Consultor em gestão da cadeia de suprimentos. Áreas de Interesse: 1. Administração Pública 2. Estratégia Empresarial 3. Marketing de Conteúdo (Marketing Digital) 4. Desenvolvimento de Produtos Ágil 5. Logística (Supply Chain Management)

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