Proposta de implantação de um ecossistema digital de negócio para a Inovadigi Agroindústria

• Ano de defesa: 2024
• Autor(a) principal: Macruz, André Florentino Bella
• Orientador(a): André,Claudio Fernando
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica de São Paulo
• Programa de Pós-Graduação: Programa de Pós-Graduação em Tecnologias da Inteligência e Design Digital
• Departamento: Faculdade de Ciências Exatas e Tecnologia
• País: Brasil
• Palavras-chave em Português: Ecossistema digital de negócio; Agroindústria 4.0; Modelo de maturidade; Agtech; Prontidão para mudança
• Palavras-chave em Inglês: Digital Business Ecosystem; Agroindustry 5.0; Maturity model; Agtech
• Área do conhecimento CNPq: CNPQ::ENGENHARIAS
• Link de acesso: https://repositorio.pucsp.br/jspui/handle/handle/42217

The Brazilian agribusiness has been a fundamental pillar for the national economy, contributing significantly to the country’s Gross Domestic Product (GDP). Historically, the Southern, Central-West, Southeast, and Northeast regions of Brazil have been the mainstays of the country's agribusiness production, contributing 45% of the nation's agricultural production in 2023, solidifying its position in the global market. However, as the global landscape transforms, driven by technological and digital advancements, it becomes imperative that these regions not only adapt but also lead the Digital Transformation (DT) process in agribusiness within the Brazilian context. This scenario is accentuated by the emergence of Agribusiness 5.0, an innovative approach that seeks to integrate disruptive technologies into the sector, demanding adaptations, and restructurings within agribusinesses. Benefits such as precision and resource optimization are tangible, but the path to full implementation remains challenging. Thus, digital business and innovation models for agribusiness emerge as responses to these demands, a modern strategy that seeks to leverage the sector through digital integration and open innovation. Exploring and analyzing how to develop a model and an implementation project adapted to the reality of the agricultural organization and its value chain shed light on trajectories for stakeholders and decision-makers in the Brazilian agribusiness scenario. The general objective of this study is to propose a business model and an implementation plan for a Digital Business Ecosystem (DBE) suitable to the specificities of Inovadigi, along with a framework (step-by-step) with the definitions and executed steps. The specific objectives are to map the knowledge of experts and academics on the subject; select and analyze benchmark DBEs in the agro-industry (DBEAGROs); select the DBE Maturity Model (DBEMM) and the DT Maturity Models for agribusiness (DTMMAGROs) to evaluate the DT maturity level (DTM) of Inovadigi; present the different approaches to assessing organizational change readiness (OCR); present Inovadigi and the current situation of its DBE and the Genesis project (case study); develop the conceptual tool PPMODIGI through the evaluation of Inovadigi's OCR; evaluate Inovadigi's DTM level based on DBEMM and DTMMAGROs; evaluate the adherence of PPMODIGI to DBEMM, Inovadigi, and the industry to which it belongs, defining adjustments; present PPMODIGI, the framework, the proposed business model, and the DBE implementation plan for Inovadigi. The central question posed by this study is: What steps should be taken to define the DTMM, the business model, and the DBE implementation project that meets the specificities of an agribusiness? This study is justified, for academia, by the scarcity of scientific material on DBE and DTMM specific to DBE and agribusiness and by the provision of an innovative and consistent conceptual tool (PPMODIGI) and framework, developed based on ORC theory, content analysis, and DTMM methodology, validated methodologically and through application in Inovadigi’s Genesis project. For Inovadigi, entrepreneurs, managers, and specialists who wish to evaluate the organization’s DT level, define a future business model, and an implementation plan for DBE, adherent to their organization and industry with the lowest possible risk, PPMODIGI is provided, a conceptual tool proven through practical application in a DBE project for a Brazilian agribusiness. This study is conducted according to the applied research approach, qualitative, based on the methodology of a single, exploratory, holistic case study, utilizing instruments such as interviews, testimonials, and data analysis. A literature review of studies related to DBEs in agribusiness, ORC, and DTMM will be presented, considering books, articles, theses, and dissertations published from 2013 to 2023. As a result, this study provides a conceptual tool (PPMODIGI) and a framework to assist entrepreneurs, managers, and specialists in selecting, evaluating, and defining adjustments for adherence of a DTMM to agribusiness, as well as a future business model of DBE and a DBE project implementation plan that considers the specificities of Inovadigi and its industry