A Arquitetura e Proposta de Valor da Plataforma Evino

Abstract

The architecture of a multilateral platform enables the value unit to flow among all stakeholders involved, generating positive network effects and interactions. In this sense, the object of study is Evino, a company active in the e-commerce of wines on a multilateral platform, which promotes interactions between national consumers and producers of international wineries, aiming to disseminate the culture of wine consumption among Brazilians. The objective of this paper is to characterize the architecture used by the Evino platform, and to understand how the relationship between the company's value proposition and its consumers occurs. Netnography was used as a research method, collecting data by the researcher's observations and the clients' textual discourse in the company's social networks and applications. The results indicate that Evino's multilateral platform architecture proves to be appropriate to its value proposition, as it also attracts different wine producers to its catalog, also brings several consumers with different preferences, making the value involved grow both ways. Regarding the assimilation of value proposition by consumers, it is clear that most interactions tend to promote harmonious and positive relationships with the company.