Uso de aplicativo móvel e Customer Relationship Management (CRM) como estratégias competitivas alinhadas com a teoria das capacidades dinâmicas

Sara Cristina Alves dos Santos; Emerson Antônio Maccari; Cláudia Terezinha Kniess

doi:10.5585/2024.25741

Authors

Sara Cristina Alves dos Santos Universidade Nove de Julho (UNINOVE) / São Paulo, SP - Brasil https://orcid.org/0009-0002-2590-501X
Emerson Antônio Maccari Universidade Nove de Julho (UNINOVE) / São Paulo, SP - Brasil https://orcid.org/0000-0001-7085-224X
Cláudia Terezinha Kniess Universidade São Judas Tadeu (USJT) / São Paulo https://orcid.org/0000-0002-1961-2037

DOI:

https://doi.org/10.5585/2024.25741

Keywords:

digital transformation, Information and Communication Technology (ICT), Customer Relationship Management (CRM), mobile application, dynamic capabilities

Abstract

Objective of the Study: To describe the use of a mobile application and Customer Relationship Management (CRM) as competitive strategies, aligned with the dynamic capability’s theory, in a food retail company during the COVID-19 pandemic.

Methodology/Approach: A single case study was conducted with a qualitative approach, focusing on a medium-sized food retail company in the São Paulo area. Data was collected through document analysis and semi-structured interviews with key professionals involved in the implementation of the mobile application.

Originality/Relevance: This study provides an insight into digital transformation, which was intensified during the COVID-19 pandemic, with a focus on Small and Medium Enterprises (SMEs) that faced unique challenges.

Main Results: The results showed positive impacts from the implementation of the mobile application, evidenced by a significant increase in sales and the company's market visibility. The effective integration of an e-commerce system with a multi-platform CRM led to increased revenue and the number of customers who transitioned to digital purchases through the company's app and website.

Theoretical/Methodological Contributions: The findings contribute to the literature on digital transformation, CRM, and dynamic capabilities by demonstrating how the integration of these constructs can enhance a company's competitive advantage and adaptation to rapidly changing market environments.

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Author Biographies

Sara Cristina Alves dos Santos, Universidade Nove de Julho (UNINOVE) / São Paulo, SP - Brasil

Master in Administration. Nove de Julho University (UNINOVE). São Paulo, São Paulo - Brazil.

Emerson Antônio Maccari, Universidade Nove de Julho (UNINOVE) / São Paulo, SP - Brasil

PhD in Administration. University of São Paulo (USP). São Paulo, São Paulo – Brazil.

Cláudia Terezinha Kniess, Universidade São Judas Tadeu (USJT) / São Paulo

PhD in Science and Materials Engineering. Federal University of Santa Catarina (UFSC). Florianópolis, Santa Catarina – Brazil.

São Judas Tadeu University (USJT) / São Paulo, SP – Brazil.
Federal University of São Paulo (UNIFESP) / São Paulo, SP – Brazil.
University of Southern Santa Catarina (UNISUL) / Santa Catarina, SC – Brazil.

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