BRAZILIAN RETAIL CONTEXTUALIZED WITH GLOBAL VALUE CHAINS (CGV'S)

Abstract

Retail has an important participation in economies and suffered impacts during the pandemic period, but it boosted e-commerce. The Global Value Chain (GVC) has positioned itself as one of the strategic ramifications that aim to provide the delivery of the value proposition to the customer and one of the fundamental interfaces between GVC and retail is focused on Information Technology (IT) and Artificial Intelligence. To understand the relationship between GVC and retail, we sought to understand the importance of the Administration professional in the process, as well as the contributions of IT and AI. The research was developed using in-depth qualitative interviews. In general, the domains related to the pillars of digital transformation are directly related to the delivery of the value proposition to customers and one of the great challenges, considering Brazilian retail, is to overcome the structural deficiencies of the Brazilian economy and use technologies in order to integrate its strategies and, in this case,  the presence of the Administrator is essential. This integration requires the interface with the GVC, ensuring the continuity of the supply chain, products and services.