O uso do E-Commerce como estratégia para alavancar o número de clientes da Editora da UFAM

Abstract

The companies today are increasingly looking to adapt their business to the follow-up of online sales as a bet of expansion and operational improvement of the organization. Within this context, such an approach requires the use of strategic mechanisms to guide its activities in electronic commerce as well as leverage the number of clients through the virtual communication channels. The practical problem that motivates the accomplishment of this work is to discover the right way to reach the reader, placing in equal conditions Editora UFAM in relation to the other public publishers that focus their strategies in distribution and sales in the digital space. The analysis of the current situation indicates that there are no methods and instruments to measure effectiveness in becoming a successful virtual company. Therefore, in order to fill this gap, the objective of this dissertation is to evaluate the application of e-commerce aimed at increasing the competitiveness gain in the Publishing House of the Federal University of Amazonas. In order to achieve this goal, four main results are generated that allow you to answer the research questions. The work, using as an analysis perspective, is characterized by being field empirical, exploratory, with both qualitative and quantitative approach. The method used in the treatment of data analysis was direct observation, explained by descriptive statistics. The evaluation of the results indicates that the tools and method proposed in this work contribute to help companies, especially small ones, in the insertion in the virtual market, making it possible to meet the essential requirements of the business through in-depth knowledge of the effectiveness of e- Commerce, allowing inferences of success and failure of actions aimed at improving the process, considering the specificities of the public sector.