Model for evaluating the maturity degree of value-buying practices in product development

• Autor(a) principal: Bloemer, Raniely
• Data de Publicação: 2018
• Outros Autores: Tontini, Gérson
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Encontros Bibli
• Texto Completo: https://periodicos.ufsc.br/index.php/eb/article/view/1518-2924.2018v23nespp60
• topic: Cocriação de Valor; Modelo de Maturidade; Desenvolvimento de Produtos; Participação do Cliente; Inovação; Co-creation of Value; Maturity Model; Product Development; Customer Participation; Innovation

With the popularization of the Internet and the change in consumer profile, in which they are more informed and participatory, companies have realized the opportunity to interact closely with customers. The co-creation of value then arises. Value creation allows the consumer to actively participate in value creation with the company, resulting in assertiveness in the launch of products, better understanding of the customer, faster product launches, etc. However, the use of this strategy is still unclear, and this is the purpose of this work, to propose a model for measuring the maturity in value creation, with which companies can identify what is necessary to include the client in the innovation process, and the improvements needed to achieve a higher level of maturity in this activity. In order to create the model, a bibliographic study was carried out and for its evaluation, a single case interview and a statistical analysis were carried out with a sample of 13 industries. The proposed model is unprecedented. After the interview and analysis of the data, it was concluded that there is correlation between the variables of the model and that part of the variables explain the results of the co-creation. That is, the maturity model for value creation (MMCV) was valid, since it presented good results, even with the limitation of the sample number.