Rumo ao topo: o impacto da transformação digital no valor de mercado do Magazine Luiza
DOI:
https://doi.org/10.5585/iji.v9i3.18621Palavras-chave:
Transformação digital, Estratégia digital de negócios, TI Bimodal, Inovação, Digitalização.Resumo
Objetivo do estudo: Destacar os aspectos que impulsionaram a implementação da Transformação Digital no Magazine Luiza e contribuir para o desenvolvimento de teoria sobre Transformação Digital.
Relevância/originalidade: A Tecnologia da Informação (TI) oferece oportunidades para as empresas automatizarem operações e mudar a estratégia do negócio (Henderson & Venkatraman, 1999), mas ainda não é claro para as empresas sobre como abordar a tecnologia (Drnevich & Croson, 2013).
Metodologia/abordagem: Analisamos por meio de um estudo de caso os principais aspectos da Transformação Digital da varejista brasileira Magazine Luiza, que alcançou um aumento de 43.000% no preço das ações entre 2015 e 2020, principalmente devido às inovações possibilitadas pela TI.
Principais resultados: Identificamos que alguns dos principais aspectos da transformação digital da empresa não estão sendo adequadamente estudados na literatura, como o uso de uma estrutura de TI bimodal e o uso e a interconectividade entre tecnologias tradicionais e novas de maneiras inovadoras e até disruptivas.
Contribuições teóricas/metodológicas: Este estudo contribui com a literatura analisando dados empíricos sobre os pilares que sustentam a implementação da Transformação Digital em uma organização, que podem ser usados como insumo para o desenvolvimento de teoria sobre Transformação Digital.
Contribuições sociais/para a gestão: A transformação digital do Magazine Luiza resultou em um grande aumento no valor de mercado da empresa. Isso, alinhado à expansão da empresa e a resultados cada vez melhores, sugere que a tecnologia tem o potencial de mudar a estratégia da empresa e torná-la bem-sucedida, corroborando a visão de Bharadwaj (2013).
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