A configuração do valor como processo de implementação de oportunidades de negócio : um estudo exploratório do desenvolvimento de atividades da cadeia de valor em empresas de serviços de alimentação

• Ano de defesa: 2019
• Autor(a) principal: Souza, Mariana Nicodemo de
• Orientador(a): Meirelles, Dimaria Silva e
• Banca de defesa: Thomaz, José Carlos, May, Marcia Ramos
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Presbiteriana Mackenzie
• Programa de Pós-Graduação: Administração de Empresas
• Departamento: Centro de Ciências Sociais e Aplicadas (CCSA)
• País: Brasil
• Palavras-chave em Português: modelos de negócio; configuração do valor; implementação de oportunidade; teoria da atividade; empresas nascentes e em estágio inicial; serviços de alimentação
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS
• Link de acesso: http://dspace.mackenzie.br/handle/10899/23675

In the context of business models, it can be seen that the value configuration visions are presented in a static and categorical or linear perspective, which is not adequate to think about the dynamics of the process, especially when it comes to new born companies. That is, these visions of value configuration presuppose already constituted companies. Thus, in order to cover this theoretical gap, the question that arises in this dissertation is: How do companies, in the initial phase of constitution, configure value? The systemic, procedural and dynamic perspectives are still not well evidenced in the literature. It is understood that the understanding of value configuration requires a dynamic and emergent strategy perspective, based on a process of trial and error. In this sense, this research adopts Activity Theory as the appropriate strategic perspective to think about the process of value configuration. This approach allows capturing the role of the actors in the execution of the activities as well as the contradictions of the decision making process in terms of activities. As the structure and organizational boundaries of nascent companies are not well defined in the initial stages of a business, the value configuration cut was that of value chain activities. In this sense, a systematic review of the literature was carried out and three main contexts were found: resources and technology; client; partners. These three aspects of the activities were dealt with in a procedural perspective, in which the actors involved in the process of value configuration implement the opportunity from a process of action, contradiction and result. From the methodological point of view, we opted for the analysis of narratives that allows the identification of the various connections (explicit or not) that people make in the execution of certain routines. From the identification of the events, the focal actors and the understanding of the oppositions (dilemmas) and syllogisms (implicit and explicit termination of the dilemmas) in the speech and actions of the interviewees, it was possible to identify the main activities of value configuration, which were analyzed according to the framework of the Activity Theory. As a result, new born companies configure value from an activity system that includes portfolio decisions (research, product development and testing for improvement), customer service and order management, distribution and delivery, competition analysis, financial and accounting management, and future planning), as well as past value creation activities (decision on value proposition and focal customers) that condition the setting the value. These identified activities encompass resources and technologies, clients and partners, nd are developed in a constant of dilemmas and contradictions (oppositions) inherent to the decision process (actions, syllogisms) and consequent ruptures in the execution of activities.