The Influence of COVID-19 on Online Sales in the Wine Sector: A Portuguese Case Study DOI Open Access
Cláudia P. Ribau, Carolina Oliveira Santos, Joana Figueiredo

et al.

Journal of Marketing Development and Competitiveness, Journal Year: 2024, Volume and Issue: 18(2)

Published: June 10, 2024

COVID-19 reinforced the adoption of an online sales strategy, with e-commerce proven to be asset in achieving positive results. Based on this premise, a case study was developed wine sector, identify strategic model for implementation and management virtual store. The simultaneous presence businesses largest number distribution channels is differentiating factor as it currently has extremely attractive market dynamics its stakeholders. A qualitative methodological analyzing sector context theoretical model. conclusions highlight increase Portugal, consequently, importance creating growth B2C channel indicates there ‘divergence’ from traditional offline B2B channel. There resistance by adopt B2C, but despite this, favoring seen boost profits. Pandemic restrictions reduced consumer physical contact which limitation single study.

Language: Английский

The Influence of COVID-19 on Online Sales in the Wine Sector: A Portuguese Case Study DOI Open Access
Cláudia P. Ribau, Carolina Oliveira Santos, Joana Figueiredo

et al.

Journal of Marketing Development and Competitiveness, Journal Year: 2024, Volume and Issue: 18(2)

Published: June 10, 2024

COVID-19 reinforced the adoption of an online sales strategy, with e-commerce proven to be asset in achieving positive results. Based on this premise, a case study was developed wine sector, identify strategic model for implementation and management virtual store. The simultaneous presence businesses largest number distribution channels is differentiating factor as it currently has extremely attractive market dynamics its stakeholders. A qualitative methodological analyzing sector context theoretical model. conclusions highlight increase Portugal, consequently, importance creating growth B2C channel indicates there ‘divergence’ from traditional offline B2B channel. There resistance by adopt B2C, but despite this, favoring seen boost profits. Pandemic restrictions reduced consumer physical contact which limitation single study.

Language: Английский

Citations

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