Adoção da inovação em tempos de crise: um estudo das plataformas online por pequenas empresas alimentícias na pandemia de COVID-19

Abstract

The new coronavirus pandemic generated strong impacts not only in the health sphere, but also in activities favorable to the sale and purchase of services and/or goods. The intensification of the COVID-19 threat has resulted in a number of problematic issues, an example of the rigid blocking rules associated with limited trade openings, in order to minimize or even inhibit the internal and external proliferation of the virus. E-commerce, therefore, has become one of the main business activities that have managed to grow and spread amid the pandemic crisis, as, as a result of the limitation of commercial activities in the physical sphere, electronic commerce that activities and deals traded online. That said, a survey of this study extends to the need to study this unique moment that the Brazilian and Sergipe economy in their respective market environments have been going through the profound changes brought about by COVID-19, which culminated in a technological diffusion of the use of and e-commerce by associations. Thus, this research has the general objective of understanding how the adoption of innovation in small food retail companies occurs during the COVID-19 pandemic crisis through the analysis of e-commerce. As for the methodological procedures, the research is qualitative and exploratory. The strategy used is a multiple case study carried out with food retail managers and public actors. Your sales results, like your activities, need to innovate business models through adoption and commerce which has led to an increase in your tasks, profitability and revenue, as well as automation, automation and modernization. of your processes. As contributions, from a theoretical point of view, it contributes to the Theory of Diffusion of Innovation by Rogers (2003), expanding the application of this theoretical lens in crisis scenarios, in addition to collaborating with the expansion of studies on the impacts of this pandemic within the scope of small organizations and the way they have adapted to this phenomenon. From a practical point of view, this study contributed to observe how small companies reinvented their business models from the adoption of e-commerce, in addition to contributing to the development of public policies that stimulate the development of innovation and access to new technologies for small businesses.