Modelos de negócio e de serviços na nova economia digital

  • Gisela Ariana Oliveira Miranda (Student)

Student thesis: Master's Thesis


The new digital possibilities translate into new business oportunities for the companies that understand the challenges of the web and the new profile of the online consumer. A contemporary theme in managing organizations that look for new sources of profitability and the creation of new value to match the digital consumers' expectations. This study analysis how organizations are implementing business models on the web, in order to identify patterns on current strategies which allow companies to create revenue from digital technology. The competition in the markets increased exponentially in the last decades, driven by the transitioning of power of the economic forces, from supply to demand. The new consumers' status was definitely reinforced by the technologic capabilities. Nowadays the digital consumers have control in their consumption decisions, they have the global access to products and services, and they look for rewarding shopping experiences and assess the global quality of the offers. It's in this context of high demand and sofisticated competition that the companies explore the digital medium, searching for a competitive edge and new sources of profitability. This study analises the trends and challenges of e-Commerce and the new business models and the reworking of service management in the development of the digital economy. It describes the socioeconomic phenomena that are shaping the consumers' behavior and the challenges and opportunities that brings to the companies. The research strategy is inspired in the multiple case study methodology of digital projects, analising the implications of the development and operationalization of digital strategies implemented by some of the world class retail references. From the analysis of the studies we highlight the fact that the companies who improve their strategies exploring technologies to create new consumer value, that provide the basis for addressable revenue, are more successful than the ones that use digital technology for the automatization of existing processess and/or for digital substitution, mimetizing the offline business models.
Date of Award8 Mar 2013
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorAntónio Andrade (Supervisor)


  • e-Business
  • e-Commerce
  • Web-marketing
  • Service management
  • Business models


  • Mestrado em Marketing

Cite this