UM MODELO DE NEGÓCIO DIFERENCIADO, INTELIGENTE E INOVADOR COMO FORMA DE SE DESTACAR NO MERCADO: O CASO DO GRUPO ALIBABA

Abstract

It is well known that the Chinese economy has grown effectively over the last 30 years, marked by immense export capacity, greater economic openness and the emergence of oriental multinationals that have expanded their business globally. In this context, this article deals with the business model developed by the Alibaba Group, a wholesale and retail shopping mediator that has expanded its sales exponentially through online commerce. This article, using a qualitative methodology, aims to analyze the aspects that have made Alibaba a successful business on the world stage. The Group is based specifically on two pillars: network coordination and data intelligence, key components for the organization to be considered a smart business. This study analyzes how Alibaba became a success story, through its organizational model, decision-making, market expansion and competitive strategies. However, the study also seeks to understand the commercial, marketing and social consequences of this company on the global stage. Mainly with regard to the technological and economic aspect and its impacts on different areas of society, as well as analyzing the actions that can mitigate these results. Through this research, it was possible to detect that the business model applied by the Alibaba Group is not simple to replicate, as it requires a high technological and organizational level.