Estratégia de diversificação de receitas: um estudo no setor varejista brasileiro

Abstract

Sudden changes in the macroeconomic scenario of a country as volatile as Brazil have caused an increasing need for companies to be able to resist and make financial progress. From this perspective, the present work aims to study how the diversification of revenue from sales channels impacts the financial performance of large retail companies in Brazil. To this end, a multiple case study was carried out involving three large Brazilian retailers, analyzing how their revenues were diversified between 2012 and 2020, in addition to five other indicators that supported the understanding of the relationship with financial results, having this as basis of the study. The main adversities reported were the lack of resources related to data availability and analysis of a greater variety of retail companies. It was identified that companies that invest in channel diversification have better financial performance in different economic contexts than those that depend on just a smaller number of sales channels, highlighting the great challenge of monetizing the online format. The study contributes to the understanding of the relevance of diversifying revenue from sales channels in retail companies and which paths have the greatest challenges for companies in the sector.