Keywords
Virtual retail
Case study
Magazine Luiza.
How to Cite
Abstract
Purpose – The objective of this research was to identify critical success
factors for the adoption of Big Data in the virtual retail, through a case
study of Magazine Luiza. The use of Big Data, in this case, focused on
improving its system of recommendations for a better understanding
of consumer behavior.
Design/methodology/approach – The case study was done through
interviews, observation of the shopping recommendation system and
analyzes of institutional presentations of the Bob project. A semistructured
interview script was used in the interviews.
Findings – Based on the results, we outline some propositions related
to the opportunities and obstacles for the implementation of Big Data
in the virtual retail in Brazil. Some of these propositions are in line
with what literature, especially BI, has been discussing. However, they
still need to be discussed in the context of Big Data.
Originality/value – The main contribution of the research was the
identification of relevant factors to the adoption of Big Data that were
not considered as critical for the adoption of previous technologies.
If a paper is approved for publication, its copyright has to be transferred by the author(s) to the Review of Business Management – RBGN.
Accordingly, authors are REQUIRED to send RBGN a duly completed and signed Copyright Transfer Form. Please refer to the following template: [Copyright Transfer]
The conditions set out by the Copyright Transfer Form state that the Review of Business Management – RBGN owns, free of charge and permanently, the copyright of the papers it publishes. Although the authors are required to sign the Copyright Transfer Form, RBGN allows authors to hold and use their own copyright without restrictions.
The texts published by RBGN are the sole responsibility of their authors.
The review has adopted the CC-BY Creative Commons Attribution 4.0 allowing redistribution and reuse of papers on condition that the authorship is properly credited.