Combinação de recursos e capacidades para a criação de valor para o cliente

• Autor(a) principal: Freitas, Leninne Guimarães
• Data de Publicação: 2017
• Tipo de documento: Tese
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações do Mackenzie
• Texto Completo: http://dspace.mackenzie.br/handle/10899/23296
• topic: visão baseada em recursos; vantagem competitiva; recursos e capacidades estratégicos; recursos e capacidades complementares; valor para clientes; CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS

Based on the objective of understanding the combination of resources and capabilities that let products and services to customer satisfaction in a differentiate way from competitors, this thesis had fundament on the presupposes of the resource-based view (RBV), for been the theory that explains the combination of heterogeneous and inimitable resources and capabilities that are transformed into products and services, in interface with marketing theory, which is able to light over the nature of customer value. The study adopted the exploratory-descriptive qualitative approach which the data were collected through standardized interviews and analyzed according the content analysis technique. The sector studied was soybean seeds and was divided in two steps. In the first one, soybean producers (organizational clients), were interviewed to characterize the dimensions of customer value, and the second step, executives of seed enterprises were interviewed to identify how the resources and capabilities are combined to result in products and services valued by costumers. It was conclude that from the value to the costumer in terms of the product/service, there is the formation of a resource base and strategic capabilities and that for each attribute of the product/service valued by the costumer, there is a selection and unique integration of the strategic resource and capabilities. It was also observed that combining resources and capabilities requires not only the selection and integration of strategic resources and capabilities for value, but their connection to complementary resources and capabilities, which have been considered key elements that core the delivery of the attributes that customers value. To provide differentiation between the combinations and to guarantee a sustainable competitive advantage to the company, there is still the presence of complementary strategic (unique) resources and capabilities that are not present in the combination of competitors.