Estudo de caso sobre os fatores que motivaram mudanças na estrutura organizacional, portfólio e oferta de bens e serviços em um shopping center.

Abstract

This study aims to analyze the factors that motivated a company to make significant changes to its portfolio, organizational structure, and the goods and services offered in its shopping centers. The objective was to identify the strategic and market reasons behind these changes and the resulting impacts on competitiveness and consumer experience. The research adopted a qualitative approach, utilizing a case study of the company in question. Semi-structured interviews were conducted with managers and executives to understand the motivations and challenges of the changes. Participant observation in the shopping centers allowed for verification of the implementation of the alterations and their repercussions in the real environment. Additionally, a documentary analysis of satisfaction surveys and parking reports was carried out to complement the analysis of the collected data. Data triangulation from interviews, observations, and documents was employed to ensure the reliability of the results. The modifications made in the shopping centers included the integration of new technologies, such as smart parking systems, and an increase in cultural and commercial events, which contributed to an improvement in consumer experience and the attraction of diverse audiences. The documentary analysis revealed that these changes positively impacted retailer satisfaction and vehicle flow, 6 reflecting an effective adaptation to new consumer demands and greater competitiveness in the market. The ability to adapt to changes in consumer behavior is crucial for the success of shopping centers. The modifications implemented by the studied company demonstrated an effective response to the new expectations of consumers, integrating technologies and personalized experiences to maintain competitiveness. The research confirmed that understanding managers' perceptions and integrating innovative strategies are essential to ensure the sustainability and longevity of shopping centers in the current market.