E-BUSINESS ADOPTION BY INDUSTRIAL ENTERPRISES: CHANGES IN LOGISTICS AND ORGANIZATIONAL STRUCTURE

The objective of this research was to identify the main changes, difficulties and benefits due the adoption of e-business in the large multinational industries that operated only in the physical world and began to act also in the virtual world, as a complementary activity to their traditional operations. It was also understood the needs that led to this adoption. The focus of the changes was those that occurred in the organizational structure of the companies, due the importance of the way the company is organized in order to best take advantage of the e-business opportunities and on changes in the logistics of these companies. The innovation brought by the e-business through its e-commerce activities, enabled their direct connection with the end customer, a disintermediation action unprecedented for this sector of the economy. Method: multi case study with two companies: a national industry ("A") and another subsidiary of developed country ("B"). Results: motivations: both cited the increase in revenue, but "B" highlighted alignment with global strategy focused on innovation and e-business as a "showcase" to show the innovative facet of the company. Logistic transformation: "A" hired logistics operator, "B" adapted internally developed logistics, benefiting from the knowledge of the headquarters.