Graphis : inovação em serviços gráficos para o mercado corporativo
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Tipo
Dissertação
Data de publicação
2018-12-15
Periódico
Citações (Scopus)
Autores
Fernandes, Elisabete dos Santos
Orientador
Ghobril, Alexandre Nabil
Título da Revista
ISSN da Revista
Título de Volume
Membros da banca
Benedetti, Mauricio Henrique
Lima, Edmilson de Oliveira
Lima, Edmilson de Oliveira
Programa
Administração do Desenvolvimento de Negócios
Resumo
In the current context of the graphic sector in which the digital services have progressively
replaced traditional production, the challenge of the companies in this area has been to
restructure the supply portfolio in order to modernize and feed the increasing demands of their
customers. Accordingly, the present work aims to introduce the path taken by a graphic
company, Graphis, for analysis and consequently the identification of an opportunity to make
the most of the leasing equipment segment, leading to the offer of new digital services anchored
in an innovative business model. Marcondes, Miguel, Franklin, and Perez (2017) protocol of
technological report was used in order to introduce the course taken by the entrepreneur in his
analysis and decision-making process. The observation included: on-site visit to the company,
product, and process analyses; interview with the entrepreneur and access to the company’s
reports and data. With the purpose of offering further opportunities, the BCG matrix tools and
SWOT analysis were taken into consideration. In addition, to propose a solution, the business
model was designed with the use of Business Model Canvas. Despite the analytical tools
presented to the entrepreneur, it was possible to notice that his decision-making process,
considering the analyzed alternatives, was guided by his personal perception of taking
advantage of the identified opportunity to meet the request of a commercial partner, who
ordered an on-demand solution for digital posting. Finally, the work analyzes the decisionmaking
process of the entrepreneur, who finds support in the theory of effectuation, by
presenting the bases of his behavior which is mainly influenced by feeling, personal ties and
minimization of risks.
Descrição
Palavras-chave
inovação , novos produtos , gestão de pequenas empresas , integração de tecnologias , teoria do effectuation , empreendedorismo
Assuntos Scopus
Citação
FERNANDES, Elisabete dos Santos. Graphis : inovação em serviços gráficos para o mercado corporativo. 2018. 46 f. Dissertação (Mestrado Profissional em Administração do Desenvolvimento de Negócios) - Universidade Presbiteriana Mackenzie, São Paulo, 2018.