| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.71 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
O termo modelo de negócio é um conceito utilizado há muitos anos, relevante para a criação de negócios de sucesso. Este estudo centra-se no paradigma de modelo de negócio que descreve a forma de criação, entrega e captação de valor pelas organizações (Osterwalder & Pigneur, 2010). Assim, este estudo procura analisar, mapear e avaliar o modelo de negócio implementado pelo Grupo Rangel: Departamento de Global Sales, de forma a percecionar as vantagens e desvantagens do modelo de negócio aplicado atualmente e determinar um conjunto de sugestões para uma futura implementação. Num primeiro momento foi realizada uma organização e sistematização da literatura referente à origem e desenvolvimento do conceito de modelo de negócio, modelo de negócio sustentável, business model canvas, inovação e métodos de avaliação de um modelo de negócio, possibilitando, assim, a elaboração de um enquadramento teórico com foco nos conceitos nucleares presentes na literatura, para depois estes serem aplicados num caso real de uma empresa, com a intenção de perceber como se ajustam e se adequam a esse contexto. Num segundo momento, realizou-se uma introdução e uma descrição do Grupo Rangel e do departamento de Global Sales e dos respetivos processos. Num terceiro momento procedeu-se à realização de entrevistas baseadas no questionário desenvolvido pelos autores Osterwalder e Pigneur (2010), visando a recolha de opinião de elementos corporativos sobre o modelo de negócio implementado atualmente, para, posteriormente, este ser avaliado e analisado de uma forma quantitativa através de um questionário baseado na SWOT. Os resultados obtidos com a investigação permitiram desenvolver algumas sugestões, de forma a obter uma melhor competitividade no mercado. Os resultados finais obtidos demonstraram a confirmação do potencial da abordagem de avaliação do business model canvas no departamento de Global Sales através da análise SWOT, propostas por Osterwalder e Pigneur (2010).
The term business model is a concept used for many years, relevant to the creation of successful businesses. This study focuses on the business model paradigm that describes how organizations create, deliver and capture value (Osterwalder & Pigneur, 2010). Thus, this study seeks to analyze, map and evaluate the business model implemented by Rangel: Department of Global Sales, in order to perceive the advantages and disadvantages of the business model currently applied and determine a set of suggestions for a future implementation. At first, an organization and systematization of the literature was carried out regarding the origin and development of the business model, sustainable business model, business model canvas, innovation and evaluation of a business model, enabling the elaboration of a theoretical framework focusing on the core concepts present in the literature, to then be applied in a real case of a company, with the intention of understanding how they fit and adapt to this context. Secondly, there was an introduction and description of the Rangel Group and the Global Sales department and the respective processes. In a third moment, interviews were carried out based on the questionnaire developed by the authors Osterwalder and Pigneur (2010), aiming to collect the opinion of corporate elements about the currently implemented business model, to later be evaluated in a quantitative way through a quiz based on SWOT. The results obtained with the investigation allowed us to develop a proposal for a business model, in order to obtain better competitiveness in the market. The final results obtained demonstrated the confirmation of the potential of the evaluation method of business model canvas in Global Sales department through the SWOT analysis, approaches proposed by Osterwalder and Pigneur (2010).
The term business model is a concept used for many years, relevant to the creation of successful businesses. This study focuses on the business model paradigm that describes how organizations create, deliver and capture value (Osterwalder & Pigneur, 2010). Thus, this study seeks to analyze, map and evaluate the business model implemented by Rangel: Department of Global Sales, in order to perceive the advantages and disadvantages of the business model currently applied and determine a set of suggestions for a future implementation. At first, an organization and systematization of the literature was carried out regarding the origin and development of the business model, sustainable business model, business model canvas, innovation and evaluation of a business model, enabling the elaboration of a theoretical framework focusing on the core concepts present in the literature, to then be applied in a real case of a company, with the intention of understanding how they fit and adapt to this context. Secondly, there was an introduction and description of the Rangel Group and the Global Sales department and the respective processes. In a third moment, interviews were carried out based on the questionnaire developed by the authors Osterwalder and Pigneur (2010), aiming to collect the opinion of corporate elements about the currently implemented business model, to later be evaluated in a quantitative way through a quiz based on SWOT. The results obtained with the investigation allowed us to develop a proposal for a business model, in order to obtain better competitiveness in the market. The final results obtained demonstrated the confirmation of the potential of the evaluation method of business model canvas in Global Sales department through the SWOT analysis, approaches proposed by Osterwalder and Pigneur (2010).
Description
Keywords
Modelo de negócio Business model Canvas Análise SWOT Business model SWOT Analysis