As organizações na World Wide Web: o sistema de compras coletivas e a comunicação organizacional

The organizations in the World Wide Web: or system of collective purchasing and organizational communication


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Recibido: 02 de octubre de 2011
Aprobado: 05 de diciembre de 2011


O estudo tem por objetivo abordar aspectos de governança das organizações que surgiram a partir do e-commerce, especificamente sobre o que vem ocorrendo no setor de varejo com os sistemas de compras coletivas. Destacam-se as novas formas de contatos favorecidas pela Internet, com os infomediários, que passaram a intermediar ações nos ambientes de Web 2.0 ou mídias sociais. Tratam-se de novas práticas de atuação e de estratégias alternativas para os varejistas se comunicarem com os consumidores. A aplicação de tais modalidades visa oferecer aos fornecedores não apenas novas estratégias de vendas, mas também inova ao criar vantagens competitivas aos participantes desse mercado, mesmo que com futuro ainda incerto nesse ambiente virtual de negócios.

Sistema de compras coletivas, comércio eletrônico, varejo, infomediários, governança.


El estudio tiene como objetivo tratar aspectos de gobernanza de las organizaciones, que surgieron desde el e-commerce, en especial lo que está sucediendo en el sector minorista con los sistemas de compras colectivas. Se destacan las nuevas formas de contactos favorecidas por Internet, con los infomediarios que pasaron a intermediar acciones en ambientes de Web 2.0 o medias sociales. Se trata de nuevas prácticas de actuación y de estrategias alternativas para que los minoristas se comuniquen con los consumidores. La aplicación de tales modalidades apunta a ofrecer, a los proveedores, no sólo nuevas estrategias de ventas sino que se innova al crear ventajas competitivas a los participantes en ese mercado, incluso con futuro aún incierto en ese ambiente virtual de negocios.

Palabras claves:
Sistema de compras colectivas, comercio electrónico, comercio minorista, infomediarios, gobernanza.



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