Implantação do modelo de negócios em plataforma digital para comercialização de flores no Brasil

• Ano de defesa: 2020
• Autor(a) principal: Hummel, Milton
• Orientador(a): Silva, Adilson Aderito da
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Presbiteriana Mackenzie
• Palavras-chave em Português: plataforma digital de negócios; inovação; mercado de flores e plantas ornamentais; produtos perecíveis e cooperativismo.
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://dspace.mackenzie.br/handle/10899/27931

The concept of digital platform emerges as one of the major axes of innovation in recent years, and has been developed and deployed in various sectors of the economy, both for startups as by large companies. In this paper we propose the creation and deployment of a digital platform applied to the marketing of flowers and ornamental plants in a cooperative. The opportunity to explore this new business model emerged from the need to provide cooperative producers greater transparency, lower transaction costs and low levels of losses during the sales process of their products. To this end, a study on the cooperative market scenario that resulted in the diagnosis of marketing situation of ornamental products in the Brazilian market, from which it was possible to recognize more clearly potential gains from the new business opportunity. The new business model represents an innovation for ornamental flowers, in order to create competitive advantage both to members and to the cooperative, once the deployment of digital B2B platform for both sides in this segment, is unprecedented in Brazil. The originality of the new model brought major challenges in your deployment, these challenges relating to the inherent complexity to the perishability of the products marketed and initial behavior of producers, which were supplanted by the high effort and transactional capacity of managers of the cooperative and the first results obtained with the new model. In the study, the steps followed for the creation and deployment of the digital platform by the cooperative, their contributions and learnings for the marketing of flowers and ornamental plants, as well as opportunities to extend and apply the new model in other segments of perishable products of the agricultural market, especially those operated by mid-sized organizations, such as the co-op studied at work.