Critical success factors for Big Data adoption in the virtual retail: Magazine Luiza case study
Purpose – The objective of this research was to identify critical successfactors for the adoption of Big Data in the virtual retail, through a casestudy of Magazine Luiza. The use of Big Data, in this case, focused onimproving its system of recommendations for a better understandingof consumer behav...
| Autores: | , , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2017 |
| País: | Brasil |
| Institución: | Fundação Escola de Comércio Álvares Penteado (FECAP) |
| Repositorio: | Revista Brasileira de Gestão de Negócios (Online) |
| Idioma: | inglés portugués |
| OAI Identifier: | oai:ojs.emnuvens.com.br:article/3627 |
| Acceso en línea: | https://rbgn.fecap.br/RBGN/article/view/3627 |
| Access Level: | acceso abierto |
| Palabra clave: | Big Data Virtual retail Case study Magazine Luiza. Varejo virtual Estudo de caso Estratégia |
| Sumario: | Purpose – The objective of this research was to identify critical successfactors for the adoption of Big Data in the virtual retail, through a casestudy of Magazine Luiza. The use of Big Data, in this case, focused onimproving its system of recommendations for a better understandingof consumer behavior.Design/methodology/approach – The case study was done throughinterviews, observation of the shopping recommendation system andanalyzes of institutional presentations of the Bob project. A semistructuredinterview script was used in the interviews.Findings – Based on the results, we outline some propositions relatedto the opportunities and obstacles for the implementation of Big Datain the virtual retail in Brazil. Some of these propositions are in linewith what literature, especially BI, has been discussing. However, theystill need to be discussed in the context of Big Data.Originality/value – The main contribution of the research was theidentification of relevant factors to the adoption of Big Data that werenot considered as critical for the adoption of previous technologies. |
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