Fatores críticos de sucesso em inovação de serviços por meio do Design Thinking

Murilo Moreira Soares, Rafael Henrique Constantino, Victor Hugo de Souza Guimarães

Resumo


O serviço possui papel de protagonista no contexto mercadológico atual. Para manter este destaque, o foco em inovação e sucesso são pontos essenciais para o desenvolvimento dos serviços. O design thinking surge como uma estrutura para aperfeiçoar os serviços e promover a inovação. Porém, faz-se necessário verificar o sucesso que essa metodologia proporciona aos serviços. Sendo assim, esta pesquisa buscou avaliar quais são os fatores críticos de sucesso presentes em casos de desenvolvimento de serviços que utilizaram a metodologia do design thinking. Treze fatores críticos de sucesso foram avaliados por meio da técnica de análise de conteúdo em vinte quatro casos de desenvolvimento de serviços que usaram a metodologia do design thinking. Como resultado, foi verificada a presença de todos os fatores críticos nos casos, reforçando a grande orientação para sucesso que o design thinking possui em inovação de serviços. Destaca-se ainda o foco nas necessidades de mercado, a utilização de recursos tecnológicos e a orientação para gestão de projetos como os principais fatores. Esta pesquisa contribuiu para o âmbito prático da inovação em serviços, tendo como limitações a definição de outros fatores críticos de sucessos não abarcados na teoria e casos não analisados de outras consultorias.

 


Palavras-chave


Serviços; Design Thinking; Inovação; Sucesso; Análise de conteúdo

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Referências


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DOI: https://doi.org/10.5585/gep.v13i2.22088

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