Evolução do modelo de negócio: o caso de uma Instituição de Ensino Superior

• Autor(a) principal: Marques, Mariana Bonome de Souza
• Data de Publicação: 2017
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações do Mackenzie
• Texto Completo: http://dspace.mackenzie.br/handle/10899/23618
• topic: evolução em modelo de negócio; abordagem de processo; estudo de caso; mercado de ensino superior particular brasileiro; Instituição de Ensino Superior; CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS

Brazilian private higher education market’s growth has been quite significant since the adoption of the law on guidelines and bases for national education in 1996, since it facilitated the creation of university centers and colleges, made curricular guidelines more flexible and allowed the adoption of other formats of entrance examination processes. Such measures, coupled with changes in the economic scenario, have aroused a greater interest of Brazilians in pursuing their studies after high school. This framework has favored the creation and expansion of a number of private higher education institutions (HEIs) throughout the country. The competition between them is fierce and increasingly marked by the presence of large new organizations, as well as by the tradition of some organizations, and by the difficulties perceived in the economic scenario from 2015 onwards. Thus, in order to overcome competitors and to attract more students, HEIs seek to change their business models. In other words, they seek to evolve the components of their system of activities so that they can continue to be able to create, configure and appropriate value, which are the three purposes inherent to all business models. The business model construct and its evolutionary process are the object of several researches. However, there is still no general consensus as to what defines business model as theory, nor about how its evolutionary process happens. Considering these theoretical gaps and the relevance of private higher education for Brazil, the present study intends to answer the following problem: how does the evolutionary process of a business model happen? Based on the process approach developed by Van de Ven (2007), which allows a perspective of longitudinal and in depth observation of events, the empirical approach was carried out through a single case study, in order to achieve the main purpose of this study, which is to develop a model for understanding the evolutionary process of business models, having a HEI as reference: Faculdade Paulista de Pesquisa e Ensino Superior (FAPPES). Throughout the case study, the events that mark the evolutionary process of this organization's business model since its foundation are identified, as well as which incidents of the internal and external environments are capable of influencing its evolution process. The ways in which FAPPES’s business model evolution happens are inferred, as well as the elements of the tripod that underpin the business model, that is, how the processes of value creation, configuration, and appropriation change throughout time. The main contributions of this study reside on its Conceptual Model, which provided relevant contributions to business model construct and the evolutionary process of these models. In addition, the case study presented some clarifications regarding the evolution of organizations operating in the national higher education market.