A automação comercial do setor de supermercados do Estado de Minas Gerais, como estratégia competitiva: um estudo multicaso

Abstract

Aiming at better understanding on the effects of commercial automation in the establishments, this piece of work has sought for knowledge on the participation of such commercial automation in the competition strategies performed by supermarket chains in the state ofMinas Gerais. Using the case study method, six supermarket chains were selected based on each one's invoicing criterium. It was observed that supermarket chains see commercial automation as a means for obtaining competition advantages, andthat the decision to automatize was internai. The automation systems were acquired from specialized dalers, the background automation being the main differentiation fàctor among the chains. Moreover, the interlinking ofintegration systems among major suppliers and the supermarket chains was also observed. As for the integration with the consumer through automation systems, one might sayit is still not so widely available, as it featured on only two ofthe chains studied. One may realize that the process of automation has influenced labour. Although not too many labourers have lost their jobs, it is clear that commercial automation only requires training for the utilization of softwares, not for the understanding of the system as a whole. Therefore, one is led to conclude that commercial automation helps the chains in the ellaboration oftheir strategies. However, it is still used as a control tool, second to the Ford-pattem's view, not to the flexible paradigm put forward as originating from the information technology.