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| DC Field | Value | Language |
|---|---|---|
| dc.contributor.author | Vieira, Leonardo Guerra | - |
| dc.date.accessioned | 2024-02-10T03:32:44Z | - |
| dc.date.available | 2024-02-10T03:32:44Z | - |
| dc.date.issued | 2022-02-04 | - |
| dc.identifier.citation | VIEIRA, Leonardo Guerra. Proposições para cocriação de valor na indústria de plástico reforçado com fibra de vidro. 2021. 70 f. Dissertação (Mestrado Profissional em Gestão e Estratégia) - Instituto de Ciências Sociais Aplicadas, Universidade Federal Rural do Rio de Janeiro, Seropédica, RJ, 2022. | pt_BR |
| dc.identifier.uri | https://rima.ufrrj.br/jspui/handle/20.500.14407/15824 | - |
| dc.description.abstract | Diante da alta competitividade vivenciada pelos fabricantes do nicho de escadas de fibra de vidro (PRFV) – material compósito que rivaliza com a madeira, aço e alumínio – e dos impactos gerados pela crise do Coronavírus, esta pesquisa propõe que o processo de cocriação de valor (CCV) pode gerar vantagem competitiva para as organizações. Este estudo teve como objetivos a compreensão dos fatores-chave para a CCV, identificação da perspectiva dos consumidores sobre a CCV, mapeamento de lacunas do processo de CCV no nicho de escadas de PRFV e reflexão sobre o auxílio das capacidades dinâmicas na correção das lacunas identificadas, para que fosse gerado um relatório técnico com proposições para os fabricantes. Para delinear os caminhos a serem sugeridos para os fabricantes, este estudo utilizou a abordagem qualitativa. Foram realizadas 9 entrevistas semiestruturadas que geraram 101 páginas de conteúdo transcrito. Os resultados indicam que os consumidores não possuem abertura suficiente para participar no desenvolvimento de novas soluções e no ajuste das ofertas dos seus fabricantes. Embora o preço das escadas seja uma questão abordada constantemente, critérios como prazo de entrega das mercadorias e atividades pós-venda também foram apontados pelos entrevistados como relevantes para a experiência de consumo. Entre as propostas contidas no relatório técnico, destacam-se a instituição de rotinas para coleta e tratamento de feedback, necessidade de maior interação com os consumidores e personalização das ofertas de acordo com o porte financeiro e segmento de atuação dos consumidores. Este estudo tem relevância por sua aplicabilidade e replicabilidade em nichos de mercado que vivenciam uma guerra de preços e pouca diferenciação entre os participantes. Esta pesquisa contribui com o meio acadêmico ao analisar o processo de CCV na perspectiva dos consumidores e relatar quais as lacunas encontradas, permitindo que estes pontos sejam aprofundados em estudos futuros. | pt_BR |
| dc.description.sponsorship | Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES | pt_BR |
| dc.language | por | pt_BR |
| dc.publisher | Universidade Federal Rural do Rio de Janeiro | pt_BR |
| dc.subject | Cocriação de Valor | pt_BR |
| dc.subject | Vantagem competitiva | pt_BR |
| dc.subject | Escada de Fibra de Vidro | pt_BR |
| dc.subject | Value Cocreation | pt_BR |
| dc.subject | Competitive Advantage | pt_BR |
| dc.subject | Fiberglass Ladder | pt_BR |
| dc.title | Proposições para cocriação de valor na indústria de plástico reforçado com fibra de vidro | pt_BR |
| dc.title.alternative | Value cocreation proposals for the fiberglass reinforced industry | en |
| dc.type | Dissertação | pt_BR |
| dc.description.abstractOther | Due to the high competitivity experienced by the fiberglass ladder niche manufacturers, composite material that rivals with wood, steel and aluminium, and regarding the impacts promoted by the coronavirus crisis, this paper proposes that the value co creation process might generate competitive advantage to organizations. The comprehension of key factors to value cocreation, the recognition of the consumer’s perspective about the value cocreation, the identification of gaps in the fiberglass niche value cocreation process and the reflection about the assistance dynamic capabilities could have on fixing the gaps identified were the goals of this study, in order to produce a suggestive technical report to manufacturers. To define the paths that will be suggested to manufacturers, this study employed a qualitative approach, with 9 semistructured interviews that generated 101 pages of transcribed content. The results shows that consumers do not possess enough opportunities to participate in the development process of new solutions and the manufacturer’s supply adjustment. While the ladder’s price might be a constantly addressed parameter, criteria such as delivery deadlines and after-sales activities were also indicated by interviewees as relevant to the consumption experience. The establishment of feedback’s treatment and gathering routines, requirement of interaction with consumers to a higher degree, and sales customization in accordance with financial power and its consumers activity segment are proposals that stand out in the technical report. The applicability of this study in market niches with low differentiation and constant price competition guarantee support its relevance. This research contributes to the academic environment as it promotes an analysis of the value cocreation process with the consumers perspective while indicating the gaps discovered, allowing the further inspection of these subjects in future researches. | en |
| dc.contributor.advisor1 | Galindo, Flavia Luzia Oliveira da Cunha | - |
| dc.contributor.advisor1ID | https://orcid.org/0000-0002-8678-631X | pt_BR |
| dc.contributor.advisor1Lattes | http://lattes.cnpq.br/6473625072239932 | pt_BR |
| dc.contributor.referee1 | Galindo, Flavia Luzia Oliveira da Cunha | - |
| dc.contributor.referee2 | Ramos Filho, Américo da Costa | - |
| dc.contributor.referee3 | Fontanillas, Carlos Navarro | - |
| dc.contributor.referee4 | Almeida, Luciana Florêncio de | - |
| dc.creator.ID | https://orcid.org/0000-0001-8840-2503 | pt_BR |
| dc.creator.Lattes | http://lattes.cnpq.br/2699721109325642 | pt_BR |
| dc.publisher.country | Brasil | pt_BR |
| dc.publisher.department | Instituto de Ciências Sociais Aplicadas | pt_BR |
| dc.publisher.initials | UFRRJ | pt_BR |
| dc.publisher.program | Programa de Pós-Graduação em Administração | pt_BR |
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| dc.subject.cnpq | Administração | pt_BR |
| Appears in Collections: | Mestrado Profissional em Gestão e Estratégia | |
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|---|---|---|---|---|
| 2022 - Leonardo Guerra Vieira.Pdf | 2.78 MB | Adobe PDF |  View/Open |
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