Transformações no setor de varejo norte americano e avaliação do mercado financeiro.

The retail sector in the United States is undergoing an important transformation process, mainly in the last decade, due to the popularization of the internet and e-commerce. This paper aims to study extract the implicit perspectives for each company studied from the pricing of its shares trought the Gordon Model methodology. The results appoint, then, that the growth prospects for the e-commerce leader (Amazon) are much higher than the prospects for other companies, whether in the physical or online segment. The creation of important competitive advantages by Amazon has allowed it to grow faster than its competitors, including Ebay, is not achieving the same success as Amazon. [ABSTRACT FROM AUTHOR]