Vantagem competitiva: um estudo das estratégias adotadas no mercado de aplicativos de compartilhamento
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Tipo
TCC
Data de publicação
2019-12-13
Periódico
Citações (Scopus)
Autores
Mitaini, Gabriella Grancini
Prado, Guilherme Izzo do
Inocencio, Raissa Virgine Mendes
Hauache, Tales Thury Vieira
Prado, Guilherme Izzo do
Inocencio, Raissa Virgine Mendes
Hauache, Tales Thury Vieira
Orientador
Fragoso, Nelson Destro
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Resumo
Essa pesquisa tem como proposta estudar quais estratégias capazes de garantir vantagem competitiva são adotadas pelos diferentes aplicativos de compartilhamento dentro do mercado de economia compartilhada na cidade de São Paulo. Em um ambiente de negócios, dotado de alta competitividade, contínuo desenvolvimento tecnológico e inovações, optou-se pelo mercado de compartilhamento para estudar como os principais players se posicionam e quais são suas estratégias, a fim de entender as dinâmicas de competitividade desenvolvidas nesse mercado. Para o desenvolvimento da pesquisa optou-se por técnicas de natureza qualitativa, qualificada como exploratória. Foram realizadas entrevistas com gestores de áreas estratégicas de aplicativos de compartilhamento que atuam no mercado estudado e por meio de uma análise de conteúdo, foi possível compreender e elencar as principais estratégias adotadas por estes aplicativos para se obter vantagem competitiva. Através deste estudo, tanto gestores, quanto interessados no assunto e no mercado de economia compartilhada, poderão repensar, identificar e adotar tais estratégias em seus modelos de negócio, podendo de certa forma causar impacto significativo no movimento de tomadas de decisões corporativas e em seu planejamento estratégico. Os resultados da pesquisa apontam algumas estratégias importantes para garantir vantagem competitiva no mercado estudado, usando de novas tecnologias como alicerce para desenvolver e implementá-las.
This research aims to study which strategies can ensure competitive advantage, are adopted by different sharing applications within the shared economy market in the city of São Paulo. In a business environment endowed with high competitiveness, continuous technological development and innovations, we opted for the sharing market to study how the main players position themselves and what their strategies are, in order to understand the dynamics of competitiveness established in this market. For the development of the research It was opted techniques of qualitative nature, qualified as exploratory. Interviews were conducted with managers allotted in strategic areas of sharing applications that operate in the studied market and through a content analysis, it was possible to understand and list the main strategies adopted by these applications to obtain competitive advantage. Through this study, managers, as well as those interested in the subject and in the shared economy market, will be able to rethink, identify and adopt such strategies in their business models, and may in some way have a significant impact on corporate decision making and planning. The research results indicate some important strategies to ensure competitive advantage in the studied market, using new technologies as a foundation to develop and implement them.
This research aims to study which strategies can ensure competitive advantage, are adopted by different sharing applications within the shared economy market in the city of São Paulo. In a business environment endowed with high competitiveness, continuous technological development and innovations, we opted for the sharing market to study how the main players position themselves and what their strategies are, in order to understand the dynamics of competitiveness established in this market. For the development of the research It was opted techniques of qualitative nature, qualified as exploratory. Interviews were conducted with managers allotted in strategic areas of sharing applications that operate in the studied market and through a content analysis, it was possible to understand and list the main strategies adopted by these applications to obtain competitive advantage. Through this study, managers, as well as those interested in the subject and in the shared economy market, will be able to rethink, identify and adopt such strategies in their business models, and may in some way have a significant impact on corporate decision making and planning. The research results indicate some important strategies to ensure competitive advantage in the studied market, using new technologies as a foundation to develop and implement them.
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vantagem competitiva , economia compartilhada , Michael Porter , 5 Forças de Porter , planejamento estratégico , estratégia , modelo de negócios , startups , inovação , competitive advantage , sharing economy , shared economy market , porter’s five forces , strategic planning , strategy , business model , innovation