Inovação em modelos de negócios de start-ups brasileiras no setor educacional
DOI:
https://doi.org/10.5585/2023.22516Palavras-chave:
Inovação em Modelo de Negócio, Modelo de Negócio, Start-up. EducaçãoResumo
Objetivo do estudo: Analisamos como empresas iniciantes (start-ups) de tecnologia voltadas para a educação no Brasil inovam em seus modelos de negócios.
Metodologia/abordagem: Realizamos um estudo de caso múltiplo com 6 start-ups da área da educação, variando em termos de idade, tamanho e nível de diversificação. Nossos levantamentos de campo compreenderam entrevistas, observações e documentos como fontes de dados de 6 start-ups do setor educacional. Usamos o método de caso estendido como um guia para a análise de dados.
Originalidade/Relevância: Essa pesquisa contribui com uma melhor compreensão de como start-ups inovam em seus modelos de negócio.
Principais resultados: Entre nossos principais resultados, identificamos que na criação de valor o desenvolvimento de competências acontece de forma informal e desestruturada. Na proposição de valor, há muita criatividade pelas start-ups na oferta, mas pouca atenção em seus canais e nos relacionamentos com os clientes. Na captura de valor, há foco demasiado na busca por receitas, mas desatenção no controle de custos e na estrutura de precificação.
Contribuições teóricas/metodológicas: Colaboramos com a discussão científica sobre inovação em modelos de negócios discutindo como 6 start-ups diferentes inovam em seus modelos.
Downloads
Referências
Abdelkafi, N., Makhotin, S., & Posselt, T. (2013). Business model innovations for electric mobility - what can be learned from existing business model patterns? International Journal of Innovation Management, 17(01), 1340003. https://doi.org/10.1142/S1363919613400033
Achtenhagen, L., Melin, L., & Naldi, L. (2013). Dynamics of business models – strategizing, critical capabilities and activities for sustained value creation. Long Range Planning, 46(6), 427-442. https://doi.org/10.1016/j.lrp.2013.04.002
Afuah, A. (2014). Business model innovation: concepts, analysis, and cases. New York: Routledge.
Anderson, J., & Kupp, M. (2008). Serving the poor: drivers of business model innovation in mobile. Info, 10(1), 5-12. https://doi.org/10.1108/14636690810850120
Andreini, D., & Bettinelli, C. (2017). Business model innovation: from systematic literature review to future research directions. Cham, Switzerland: Springer.
Baden-Fuller, C., & Haefliger, S. (2013). Business models and technological innovation. Long Range Planning, 46(6), 419-426. https://doi.org/10.1016/j.lrp.2013.08.023
Bernardes, R., Borini, F., & Figueiredo, P. (2019). Inovação em organizações de economias emergentes. Cadernos EBAPE.BR, 7(4), 14-35. https://doi.org/10.1590/1679-395120190184
Bierly, P. E., III, & Gallagher, S. (2007). Explaining alliance partner selection: fit, trust and strategic expediency. Long Range Planning, 40(2), 134-153. https://doi.org/10.1016/j.lrp.2007.03.001
Bittencourt, B., Figueirói, P. (2019). Innovation ecosystems articulation and shared value creation. Cadernos EBAPE.BR, 17(4), 1-14. https://doi.org/10.1590/1679-395174403x
Bocken, N. M. (2015). Sustainable venture capital - catalyst for sustainable start-up success? Journal of Cleaner Production, 108, 647-658. https://doi.org/10.1016/j.jclepro.2015.05.079
Bohnsack, R., Pinkse, J., & Kolk, A. (2014). Business models for sustainable technologies: Exploring business model evolution in the case of electric vehicles. Research Policy, 43(2), 284-300. https://doi.org/10.1016/j.respol.2013.10.014
Burawoy, M., Burton, A., Fergusson, A. A., & Fox, K. J. (1991). Ethnography unbound: power and resistance in the modern metropolis. California: University of California Press.
Casadesus-Masanell, R., & Ricart, J. E. (2010). From strategy to business models and onto tactics. Long Range Planning, 43(2-3), 195-215. https://doi.org/10.1016/j.lrp.2010.01.004
Casadesus-Masanell, R. & Zhu, F. (2013). Business model innovation and competitive imitation: the case of sponsor-based business models. Strategic Management Journal, 34(4), 464-482. https://doi.org/10.1002/smj.2022
Cavalcante, S. A. (2014). Preparing for business model change: the “pre-stage” finding. Journal of Management & Governance, 18(2), 449-469. https://doi.org/10.1007/s10997-012-9232-7
Chesbrough, H. (2006) Open business model: how to thrive in the new innovation landscape. Cambridge, MA: Harvard Business School Press.
Clauss, T. (2017). Measuring business model innovation: conceptualization, scale development, and proof of performance. R&D Management, 47(3), 385-403. https://doi.org/10.1111/radm.12186
Coghlan, D. (1993). A person-centred approach to dealing with resistance to change. Leadership and Organization Development Journal, 14(4), 10-14. https://doi.org/10.1108/01437739310039433
Cooper, R. G., & Kleinschmidt, E. J. (1987). New products: what separates winners from losers?. Journal of Product Innovation Management, 4(3), 169-184. https://doi.org/10.1016/0737-6782(87)90002-6
Cosenz, F. (2017). Supporting start-up business model design through system dynamics modelling. Management Decision, 55(1), 57-80. https://doi.org/10.1108/MD-06-2016-0395
Danneels, E. (2002). The dynamics of product innovation and firm competences. Strategic Management Journal, 23(12), 1095-1121. https://www.jstor.org/stable/3094297
Diário do Comércio. (2022). A retomada de crescimento do setor educacional. Disponível em: https://diariodocomercio.com.br/opiniao/a-retomada-de-crescimento-do-setor-educacional/. Acesso em 26 de abril de 2023.
Dubosson-Torbay, M., Osterwalder, A. & Pigneur, Y. (2002). E-business model design, classification, and measurements. Thunderbird International Business Review, 4(1), 5-23.
Dyer, J. H., & Singh, H. (1998). The relational view: cooperative strategy and sources of interorganizational competitive advantage. Academy of Management Review, 23(4), 660-679. https://doi.org/10.2307/259056
Ferreira, G. M. D. S., Rosado, L. A. D. S., Lemgruber, M. S., & Carvalho, J. D. S. (2019). Metaphors we’re colonised by? The case of data-driven educational technologies in Brazil. Learning, Media and Technology, 45(1), 1-15. https://doi.org/10.1080/17439884.2019.1666872
Foss, N. J., & Saebi, T. (2016). Why business models are important in entrepreneurship research: what we have learned and where do we go from here? Bergen, Norway: Norwegian School of Economics.
Foss, N. J., & Saebi, T. (2017). Fifteen years of research on business model innovation: how far have we come, and where should we go?. Journal of Management, 43(1), 200-227. http://dx.doi.org/10.1177/0149206316675927
Gibbs, G. (2018). Analyzing qualitative data (2nd ed). Londres: Sage.
Gitahy, Y. (2016). O que é uma startup?. Disponível em: https://exame.com/pme/o-que-e-uma-startup/. Acesso em 26 de abril de 2023.
Instituto Nacional de Estudos e Pesquisas Educacionais Anísio Teixeira. (2016). Censo da Educação Superior 2015. Brasília, DF, Brasil, Ministério da Educação.
Jick, T. (1979). Mixing qualitative and quantitative methods: triangulation in action. Administrative Science Quarterly, 24(4), 602–611. https://doi.org/10.2307/2392366
Johnson, M.W. (2010) Seizing the white space: business model innovation for growth and renewal. Boston: Harvard Business Press.
Johnson, M. W., Christensen, C. M., & Kagermann, H. (2008). Reinventing your business model. Harvard Business Review, 86(12), 57-68.
Koerich, G. V., & Cancellier, E. L. P. de L. (2019). Inovação Frugal: origens, evolução e perspectivas futuras. Cadernos EBAPE.BR, 17(4), 1079–1093. http://dx.doi.org/10.1590/1679-395174424
Lindgardt, Z., Reeves, M., Stalk, G., Jr., & Deimler, M. (2009). Business model innovation: when the game gets tough, change the game. In M. Deimler, R. Lesser, D. Rhodes, J. Sinha (Ed.). Own the future: 50 ways to win from The Boston Consulting Group. Hoboken, NJ: Wiley.
Massa, L. and Tucci, C.L. (2014) Business model innovation. In M. Dodgson, D. Gann, N. Phillips, (eds.). The Oxford Handbook of Innovation Management. Oxford: Oxford University Press. pp. 420–441.
Maucuer, R., & Renaud, A. (2019). Business model research: a bibliometric analysis of origins and trends. Management, 22(2), 176-215. https://doi.org/10.3917/mana.222.0176
Miles, M. (1979). Qualitative data as an attractive nuisance: the problem of analysis. Administrative Science Quarterly, 24(4), 590–600. https://doi.org/10.2307/2392365
Miles M., & Huberman A. (1994). Qualitative data analysis. California: Sage.
Morris, M., Schindehutte, M., & Allen, J. (2005). The entrepreneur's business model: toward a unified perspective. Journal of Business Research, 58(6), 726-735. https://doi.org/10.1016/j.jbusres.2003.11.001
Nunes, M., & Russo, A. (2019). Analysis of business models innovation – a multiple case study. Innovation & Management Review, 16(1), 17-35. https://doi.org/10.1108/INMR-11-2018-0085
Osterwalder, A., Pigneur, Y., & Tucci, C. L. (2005). Clarifying business models: origins, present, and future of the concept. Communications of the Association for Information Systems, 16(1), 1-25. https://doi.org/10.17705/1CAIS.01601
Ribeiro, T., Costa, B. K., & Freire, O. (2021). Cocriação de Valor no Turismo: Validação e Replicação de Escala em Relação à Intenção de Recomendação Boca-a-Boca. Revista Brasileira De Pesquisa Em Turismo, 15(2), 1924. https://doi.org/10.7784/rbtur.v15i2.1924
Ribeiro, T., Costa, B., Ferreira, M., & Freire, O. (2023). Value co-creation in tourism and hospitality: A systematic literature review. European Management Journal. Ahead of print. https://doi.org/10.1016/j.emj.2022.12.001
Saebi, T., Lien, L., & Foss, N. J. (2017). What drives business model adaptation? The impact of opportunities, threats and strategic orientation. Long Range Planning, 50(5), 567-581. https://doi.org/10.1016/j.lrp.2016.06.006
Sinfield, J.V., Calder, E., Mcconnell, B. & Colson, S. (2012). How to identify new business models. MIT Sloan Management Review, 53(2), 85-90.
Spieth, P., Schneckenberg, D., & Ricart, J. E. (2014). Business model innovation – state of the art and future challenges for the field. R&d Management, 44(3), 237-247. https://doi.org/10.1111/radm.12071
Strauss A., & Corbin J. (1990). Basics of Qualitative Research: Grounded Theory Procedures and Techniques. California: Sage.
Teece, D. J. (2010). Business models, business strategy and innovation. Long Range Planning, 43(2-3), 172-194. https://doi.org/10.1016/j.lrp.2009.07.003
Teece, D., Pisano, G., & Shuen, A. (1997). Dynamic capabilities and strategic management. Strategic Management Journal, 18(7), 509-533. https://doi.org/10.1002/(SICI)1097-0266(199708)18:7509::AID-SMJ8823.0.CO;2-Z
Timmers, P. (1998). Business models for electronic markets. Electronic Markets, 8(2), 3-8. http://dx.doi.org/10.1080/10196789800000016
Trimi, S., & Berbegal-Mirabent, J. (2012). Business model innovation in entrepreneurship. International Entrepreneurship and Management Journal, 8(4), 449-465. https://doi.org/10.1007/s11365-012-0234-3
Wirtz, B. W., Pistoia, A., Ullrich, S., & Göttel, V. (2016). Business models: origin, development and future research perspectives. Long Range Planning, 49(1), 36-54. https://doi.org/10.1016/j.lrp.2015.04.001
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46. https://doi.org/10.2307/1251929
Zott, C., & Amit, R. (2008). The fit between product market strategy and business model: implications for firm performance. Strategic Management Journal, 29(1), 1-26. https://www.jstor.org/stable/20141998
Zott, C., & Amit, R. (2010). Business model design: an activity system perspective. Long Range Planning, 43(2-3), 216-226. https://doi.org/10.1016/j.lrp.2009.07.004
Zott, C., Amit, R., & Massa, L. (2011). The business model: recent developments and future research. Journal of Management, 37(4), 1019-1042. https://doi.org/10.1177/014920631140626
Zott, C., & Amit, R. (2013). The business model: a theoretically anchored robust construct for strategic analysis. Strategic Organization, 11(4), 403-411. https://doi.org/10.1177/1476127013510466
Downloads
Publicado
Como Citar
Edição
Seção
Licença
Copyright (c) 2023 Dos autores
Este trabalho está licenciado sob uma licença Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
