USE OF MOBILE APPLICATIONS AND CUSTOMER RELATIONSHIP MANAGEMENT como estrategias competitivas alineadas con la teoria de las capacidades dinamicas

Objective of the Study: To describe the use of a mobile application and Customer Relationship Management (CRM) as competitive strategies, aligned with the dynamic capability's theory, in a food retail company during the COVID-19 pandemic. Methodology/Approach: A single case study was conducted with a qualitative approach, focusing on a medium-sized food retail company in the Sao Paulo area. Data was collected through document analysis and semi-structured interviews with key professionals involved in the implementation of the mobile application. Originality/Relevance: This study provides an insight into digital transformation, which was intensified during the COVID-19 pandemic, with a focus on Small and Medium Enterprises (SMEs) that faced unique challenges. Main Results: The results showed positive impacts from the implementation of the mobile application, evidenced by a significant increase in sales and the company's market visibility. The effective integration of an e-commerce system with a multi-platform CRM led to increased revenue and the number of customers who transitioned to digital purchases through the company's app and website. Theoretical/Methodological Contributions: The findings contribute to the literature on digital transformation, CRM, and dynamic capabilities by demonstrating how the integration of these constructs can enhance a company's competitive advantage and adaptation to rapidly changing market environments. Keywords: digital transformation, Information and Communication Technology (ICT), Customer Relationship Management (CRM), mobile application, dynamic capabilities Objetivo do estudo: Descrever o uso de um aplicativo movel e do Customer Relationship Management (CRM) como estrategias competitivas, alinhadas a teoria das capacidades dinamicas, em uma empresa do setor de varejo de alimentos durante a pandemia de COVID19. Metodologia/abordagem: Foi realizado um estudo de caso unico, com abordagem qualitativa, em uma empresa de medio porte no setor de varejo de alimentos na Grande Sao Paulo (SP). Os dados foram coletados por meio de analise documental e entrevistas semi-estruturadas com profissionais-chave envolvidos na implementacao do aplicativo movel. Originalidade/Relevancia: Apresenta-se uma abordagem sobre transformacao digital, intensificada durante a pandemia do COVID-19, com foco nas Pequenas e Medias Empresas (PMEs) que enfrentaram desafios unicos. Principais resultados: Os resultados demonstraram impactos positivos da impl