Desenvolvimento de negócio com impacto social por meio de criação de valor compartilhado na ONG Associação Rainha da Paz

• Ano de defesa: 2020
• Autor(a) principal: Lomelino, Lucas Rodrigues
• Orientador(a): Miguel, Lilian Aparecida Pasquini
• Banca de defesa: Caldeira, Adilson, Miguel, Samira Vasconcellos
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Presbiteriana Mackenzie
• Programa de Pós-Graduação: Administração do Desenvolvimento de Negócios
• Departamento: Centro de Ciências Sociais e Aplicadas (CCSA)
• País: Brasil
• Palavras-chave em Português: negócio social; organização social; criação de valor compartilhado; desenvolvimento de negócios; sustentabilidade
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS
• Link de acesso: http://dspace.mackenzie.br/handle/10899/26632

Subject matter: This work focuses on the context of the Rainha da Paz Association, a social organization established in the south area of the city of São Paulo, given the opportunity to create a new business with direct social impact, with the development of professionals for the labor market. work and creation and offer of bakery products for the consumer market - B2C and B2B, enabling a new source of revenue for the sustainability of its mission. Application: The main result was the ideation and implementation of the social business model to take advantage of the opportunity, the object of this project. The business, in the bakery format, was created and is undergoing market tests. Therefore, in addition to being applicable, it is fully capable of replication. For the future, it is expected to become the organization's second largest source of income, in addition to becoming a constant route for low-income young people to access the job market. Innovation: The main innovation applied was to change the business model from a social organization to a social organization with a social impact business. The bakery created also brings specific forms of innovation regarding the value chain, market and technology, which constitutes a disruptive innovation, with benefits for several stakeholders. Impact: The project has an immediate impact on the Association, with regard to the diversification of revenue sources and administrative management qualification, supporting its mission in the search for social development. In the communities where Rainha da Paz operates, the impact is on accessibility to the labor market, enabling a dignified alternative for its residents. For the public authorities and other spheres of society, a new business model for social organizations is proposed, which can facilitate the resolution of relevant social issues. Complexity: Internally, stands out the complexity of the mistrust on the part of the leaders about the changes that the proposal could bring about and the alignment of expectations in relation to the means that would be used, having resistance to implementation. Externally, the fear of stakeholders in supporting the project stands out, due to the lack of fiscal security in Brazil, since there is still no legal figure for the type of business developed. Methodology adopted: The methodology adopted was to take advantage of opportunities, observing the Association's external context to propose an innovative solution. The researches involved still use exploratory project methodologies, with a qualitative approach, and the researcher's coexistence with the studied group.