The Measurement Of The Value Co-Creation Process In Brazilian Banking Sector Companies

• Autor(a) principal: Zero, Bruno Valente
• Data de Publicação: 2020
• Outros Autores: Jhunior, Ronaldo de Oliveira Santos, Boaventura, João Maurício Gama
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista de Administração, Sociedade e Inovação
• Texto Completo: https://www.rasi.vr.uff.br/index.php/rasi/article/view/428
• topic: Valor; Criação de valor; Cocriação de valor; Setor bancário; Value; Value creation; Value co-creation; Bank sector

The emerging reality based on greater access to information, technological convergence, and the rapid evolution of the internet as a means of communication and conducting business, requires a reevaluation of the traditional enterprise-centric value creation system. This article addresses the idea of ??value co-creation, in which value is no longer defined within the company and only delivered to the consumer, but rather created jointly with stakeholders in a process focused on individuals and their experiences. Thus, the study seeks to expand knowledge about value co-creation in Brazilian companies based on empirical information. Therefore, the objective of the research is to measure value co-creation in companies in the Brazilian banking sector and to compare performance between them. The DART model (dialogue, access, risk, and transparency) proposed by Prahalad & Ramaswamy (2004) is used as the basis for the analysis of data obtained from the Corporate Sustainability Index (BM&F-ISE) of 2017. The results show the highlight of one of the analyzed banks, as well as the fact that the analyzed companies still need a greater focus on the development of factors related to the “access” dimension of the model used.