Estrategias para la transformación digital del comercio minorista: un estudio de caso de una grande cadena de zapaterías
DOI:
https://doi.org/10.5585/2024.25705Palabras clave:
estrategias deliberadas y emergentes, capacidades digitales, transformación digital, OKR (Objectives and Key Results)Resumen
Objetivo del estudio: En este artículo se evalúa el proceso de desarrollo de estrategias para la transformación digital de una organización de venta minorista de calzado durante la pandemia de COVID-19. Se considera que las nuevas estrategias pueden haber contribuido al desarrollo de nuevas capacidades digitales.
Metodología: Se utilizó la investigación cualitativa mediante el método de estudio de casos. Los datos se recogieron mediante entrevistas y documentos, aplicando análisis de contenido con definición de categorías mixtas.
Originalidad/Relevancia: El artículo propone un marco interpretativo para comprender los procesos y prácticas de formulación y adopción de estrategias de Transformación Digital.
Principales resultados: Los resultados de la investigación muestran que el afrontamiento de la pandemia COVID-19 ha contribuido a un cambio en el posicionamiento de la organización y a la adopción de nuevas estrategias (emergentes y deliberadas), nuevas capacidades y el desarrollo de la transformación digital.
Aportaciones teóricas/metodológicas: el artículo contribuye a abordar posibles lagunas en el ámbito específico de la investigación de la estrategia como práctica a través de un caso empírico en un contexto de crisis y transformación digital acelerada.
Contribuciones sociales a la gestión: La organización investigada promovió cambios estratégicos con resultados económicos mediante la adopción de nuevas metodologías, como el uso de OKR en su proceso estratégico existente. Esta comprensión puede ayudar a las empresas minoristas a acelerar su transformación digital como forma de hacer frente a las contingencias.
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Derechos de autor 2024 Diocelio Dornela Goulart, Rodrigo Baroni de Carvalho, João Paulo de Souza Castro, Liliane de Oliveira Guimarães, Bianka Alves Pinheiro de Assis Pereira
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