| Sumario: | The present work aimed to analyze the role of the marketplace as a commercial strategy for the creation and expansion of a microenterprise retailer in the saddlery and country fashion sector in the city of Dores de Campos (MG). The relevance of this work is reflected in the presentation of an option to new entrepreneurs who do not have sufficient volume of resources to sell, through physical store, their goods and services on the market. In methodological terms, a case study of a qualitative nature was carried out in a microenterprise retailer in the saddlery and country fashion sector based on on-site visits, application of interviews and analysis of documents. The empirical results indicate that the adoption of the marketplace enabled the significant growth of the company's sales, being this the only strategy used in the first two years of operation. In addition, it was found that e-commerce is not only a viable option, but also essential for the consolidation of micro and small businesses newly created in the market.
|
|---|
