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O Twitter como Ferramenta de Obtenção de Vantagem Competitiva: um Estudo Multicaso com Empresas de Comércio Coletivo

Ronnie E. S. SantosCleyton V. C. MagalhãesDiego G. S. SantosRoberto Cássio S. NascimentoJorge S. Correia Neto

The collective-commerce sites and the social networks sites have grown exponentially in the competitive Brazilian market, which demands new strategies for customer relationship. Thus, this study aimed to describe elements of the strategy implemented by collectively-commerce sites to achieve competitive advantage on the Internet via Twitter, based on the model of Hart and Milstein (2003). Initial results consider the messages sent over the network by the three largest collective-commerce sites in Brazil in the first quarter of 2011, showing that Twitter as social media is able to generate some competitive advantages for companies that use it, but focusing more on the internal dimension.

http://www.lbd.dcc.ufmg.br/colecoes/sbsi/2012/0063.pdf

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Biblioteca Digital Brasileira de Computação - Contato: bdbcomp@lbd.dcc.ufmg.br
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