O VALOR TRANSFORMADOR NA PERCEPÇÃO DOS EMPREENDIMENTOS INCUBADOS NO BRASIL
Palavras-chave:
Bem-estar. Felicidade. Incubadoras de empresas. Marketing de serviço. Valor Transformador.
Resumo
O valor transformador, ou valor transformacional, refere-se à promoção de mudanças positivas entre indivíduos e grupos no mercado, abrangendo aspectos como bem-estar, saúde, inclusão social e sustentabilidade. Essa abordagem vai além da entrega de valor econômico tradicional, priorizando dimensões sociais, ambientais e pessoais, com foco na melhoria da qualidade de vida e no bem-estar duradouro. Embora o conceito tenha sido amplamente explorado em diversos setores empresariais, ainda não há estudos que abordem as sete dimensões do valor transformador no contexto das incubadoras de empresas no Brasil. Este estudo qualitativo, realizado por meio de entrevistas com gestores de sete empresas incubadas em diferentes regiões do país, destaca os atributos "design do serviço" e "experiência do serviço" como facilitadores do valor transformador percebido pelas empresas. A pesquisa conclui que as incubadoras podem gerar valor transformador para seus usuários, promovendo mudanças significativas na vida dos gestores, nas empresas e em seu entorno.
Palavras-chave: Bem-estar. Felicidade. Incubadoras de empresas. Marketing de serviço. Valor Transformador.
Referências
ANDERSON, Laurel et al. Transformative service research: An agenda for the future. Journal of Business Research, v. 66, n. 8, p. 1203-1210, 2013.
ANDERSON, Laurel; OSTROM, Amy L. Transformative service research: advancing our knowledge about service and well-being. Journal of service research, v. 18, n. 3, p. 243-249, 2015.
ANDERSON, Laurel; OSTROM, Amy L.; BITNER, Mary Jo. Surrounded by services: a new lens for examining the influence of services as social structures on well-being. working study, WP Carey School of Business, Arizona State University, Phoenix, AZ, 2011.
ANDERSON, Sidney; NASR, Linda; RAYBURN, Steven W. Transformative service research and service design: synergistic effects in healthcare. The Service Industries Journal, v. 38, n. 1-2, p. 99-113, 2018.
ANPROTEC, SEBRAE. Estudo de impacto econômico: segmento de incubadoras de empresas Brasil/Associação Nacional de Entidades Promotoras de Empreendimentos Inovadores. Brasılia, DF, 2019.
AZZARI, Courtney Nations; BAKER, Stacey Menzel. Ten lessons for qualitative transformative service researchers. Journal of Services Marketing, v. 34, n. 1, p. 100-110, 2020.
BLOCKER, Christopher P.; BARRIOS, Andrés. The transformative value of a service experience. Journal of Service Research, v. 18, n. 3, p. 265-283, 2015.
BONE, Jonathan; ALLEN, Olivia; HALEY, Christopher. Business incubators and accelerators: The national picture. BEIS Research paper, v. 7, n. 1, 2017.
CARVALHO, Ítalo Brener; GOSLING, Marlusa de Sevilha. Urban green parks and behavioral transformation: a theoretical framework proposal between Transformative Service Research and Service Dominant Logic. Interações (Campo Grande), v. 20, p. 1099-1114, 2019.
CHEUNG, Lilliemay; MCCOLL-KENNEDY, Janet R. Resource integration in liminal periods: transitioning to transformative service. Journal of Services Marketing, v. 29, n. 6/7, p. 485-497, 2015.
CHRISTENSEN, Clayton M.; RAYNOR, Michael; MCDONALD, Rory. The big idea: What is disruptive innovation. Harvard Business Review, v. 93, n. 12, p. 44-53, 2015.
COBB, S. Social support as a moderator of life stress. Psychosomatic medicine, 1976.
CRESWELL, John W. Projeto de Pesquisa: métodos qualitativo, quantitativo e misto. trad. Luciana de Oliveira da Rocha. 2ª ed. Porto Alegre: Artmed, p. 2000-2005, 2007.
DEAN, Alison; INDRIANTI, Nur. Transformative service research at the BoP: the case of Etawa goat farmers in Indonesia. Journal of Services Marketing, v. 34, n. 5, p. 665-681, 2020.
FISK, Raymond P.; BROWN, Stephen W.; BITNER, Mary Jo. Tracking the evolution of the services marketing literature. Journal of retailing, v. 69, n. 1, p. 61-103, 1993.
GARDIAZABAL, Pilar; BIANCHI, Constanza. Value co-creation activities in retail ecosystems: well-being consequences. Journal of Services Marketing, v. 35, n. 8, p. 1028-1044, 2021.
GOTTLIEB, Benjamin H.; BERGEN, Anne E. Social support concepts and measures. Journal of psychosomatic research, v. 69, n. 5, p. 511-520, 2010.
GUYADER, Hugo et al. Identifying the resource integration processes of green service. Journal of Service Management, v. 31, n. 4, p. 839-859, 2019.
Incubadora de Tecnologia e Inovação em Processamento de Alimentos - ITA. (2019). Disponível em: https://novidades.fatecsenai.com.br/incubadora-fatec-senai. Acesso em 02 out. 2021.
Incubadora Tecnológica de Alimentos e Cadeias Agronegócios - ITACA. Disponível em: http://www.ufrgs.br/itaca/infra-estrutura. Universidade Federal do Rio Grande do Sul - UFRGS. Acesso em: 01 out. 2021.
KARPEN, Ingo Oswald; GEMSER, Gerda; CALABRETTA, Giulia. A multilevel consideration of service design conditions: Towards a portfolio of organizational capabilities, interactive practices and individual abilities. Journal of Service Theory and Practice, v. 27, n. 2, p. 384-407, 2017.
KOSKELA-HUOTARI, Kaisa et al. Service system transformation through service design: Linking analytical dimensions and service design approaches. Journal of Business Research, v. 136, p. 343-355, 2021.
Letaifa, S. B., Edvardsson, B., Tronvoll, B. (2016). The role of social platforms in transforming service ecosystems. Journal of Business Research v. 69, p.1933–1938.
ALVES DE LIMA, Maísa Dandara; CRUZ MACÊDO, Maria Erilúcia. Novas Experiências acerca do Comportamento do Consumidor na Pós-Pandemia. Id on Line. Revista de Psicologia, v. 16, n. 63, 2022.
MINAYO, M.C.S. O Desafio do Conhecimento: Pesquisa Qualitativa em Saúde. 10. ed. São Paulo: HUCITEC, 2007.
MULDER, Mark R. et al. Consumer transformation through volunteer service experiences. The Service Industries Journal, v. 35, n. 15-16, p. 865-882, 2015.
NADEEM, Waqar et al. Consumers’ value co-creation in sharing economy: The role of social support, consumers’ ethical perceptions and relationship quality. Technological Forecasting and Social Change, v. 151, p. 119786, 2020.
NASR, Linda; FISK, Raymond P. The global refugee crisis: how can transformative service researchers help?. The Service Industries Journal, v. 39, n. 9-10, p. 684-700, 2019.
OSTROM, Amy L. et al. Moving forward and making a difference: research priorities for the science of service. Journal of service research, v. 13, n. 1, p. 4-36, 2010.
PARKINSON, Joy et al. A transformative value co-creation framework for online services. Journal of Service Theory and Practice, v. 29, n. 3, p. 353-374, 2019.
PARSONS, Elizabeth et al. Who really cares? Introducing an ‘Ethics of Care’to debates on transformative value co-creation. Journal of Business Research, v. 122, p. 794-804, 2021.
PATRÍCIO, Lia et al. Leveraging service design for healthcare transformation: Toward people-centered, integrated, and technology-enabled healthcare systems. Journal of Service Management, v. 31, n. 5, p. 889-909, 2020.
PATRÍCIO, Lia; GRENHA TEIXEIRA, Jorge; VINK, Josina. A service design approach to healthcare innovation: from decision-making to sense-making and institutional change. AMS review, v. 9, p. 115-120, 2019.
PREVITE, Josephine; ROBERTSON, Nichola. A continuum of transformative service exchange: insights for service and social marketers. Journal of Services Marketing, v. 33, n. 6, p. 671-686, 2019.
ROSENBAUM, Mark S. Transformative service research: focus on well-being. The Service Industries Journal, v. 35, n. 7-8, p. 363-367, 2015.
RUSSELL-BENNETT, Rebekah et al. Commentary: transformative service research and social marketing–converging pathways to social change. Journal of Services Marketing, v. 33, n. 6, p. 633-642, 2019.
SAARIJÄRVI, Hannu; SPARKS, Leigh; LAHTINEN, Sonja. Food, health, and data: Developing transformative food retailing. In: Case studies in food retailing and distribution. Woodhead Publishing, 2019. p. 189-204.
SHARMA, Garima; KUMAR, Pravin. An analysis of causal relationships among the factors affecting the performance of a service organization. Sage Open, v. 11, n. 1, p. 2158244021999394, 2021.
SOVACOOL, Benjamin K.; HESS, David J. Ordering theories: Typologies and conceptual frameworks for sociotechnical change. Social studies of science, v. 47, n. 5, p. 703-750, 2017.
ASKINATIN, M. et al. Developing a business incubator measurement model. In: IOP Conference Series: Earth and Environmental Science. IOP Publishing, 2022. p. 012031.
TAIMINEN, Heini; TAIMINEN, Kimmo; MUNNUKKA, Juha. Enabling transformative value creation through online weight loss services. Journal of Services Marketing, v. 34, n. 6, p. 797-808, 2020.
VARGO, Stephen L.; AKAKA, Melissa Archpru. Value cocreation and service systems (Re) formation: A service ecosystems view. Quality control and applied statistics, v. 58, n. 5, p. 551-552, 2013.
VARGO, Stephen L.; AKAKA, Melissa Archpru; WIELAND, Heiko. Rethinking the process of diffusion in innovation: A service-ecosystems and institutional perspective. Journal of business research, v. 116, p. 526-534, 2020.
VARGO, Stephen L.; LUSCH, Robert F. Evolving to a new dominant logic for marketing. Journal of marketing, v. 68, n. 1, p. 1-17, 2004.
VARGO, Stephen L.; LUSCH, Robert F. Service-dominant logic: continuing the evolution. Journal of the Academy of marketing Science, v. 36, p. 1-10, 2008.
VARGO, Stephen L.; LUSCH, Robert F. Institutions and axioms: an extension and update of service-dominant logic. Journal of the Academy of marketing Science, v. 44, p. 5-23, 2016.
WINDAHL, Charlotta; KARPEN, Ingo O.; WRIGHT, Mark R. Strategic design: orchestrating and leveraging market-shaping capabilities. Journal of Business & Industrial Marketing, v. 35, n. 9, p. 1413-1424, 2020.
WULANDARI, Nuri; NASUTION, Reza Ashari. Integrated value co-creation and affective commitment in banking industry. Business: Theory and Practice, v. 20, p. 509-515, 2019.
XIAO, Zhenlei et al. Assessment of vitamin and carotenoid concentrations of emerging food products: edible microgreens. Journal of agricultural and Food Chemistry, v. 60, n. 31, p. 7644-7651, 2012.
ZAHRA, Shaker A.; NAMBISAN, Satish. Entrepreneurship and strategic thinking in business ecosystems. Business horizons, v. 55, n. 3, p. 219-229, 2012.
ANDERSON, Laurel; OSTROM, Amy L. Transformative service research: advancing our knowledge about service and well-being. Journal of service research, v. 18, n. 3, p. 243-249, 2015.
ANDERSON, Laurel; OSTROM, Amy L.; BITNER, Mary Jo. Surrounded by services: a new lens for examining the influence of services as social structures on well-being. working study, WP Carey School of Business, Arizona State University, Phoenix, AZ, 2011.
ANDERSON, Sidney; NASR, Linda; RAYBURN, Steven W. Transformative service research and service design: synergistic effects in healthcare. The Service Industries Journal, v. 38, n. 1-2, p. 99-113, 2018.
ANPROTEC, SEBRAE. Estudo de impacto econômico: segmento de incubadoras de empresas Brasil/Associação Nacional de Entidades Promotoras de Empreendimentos Inovadores. Brasılia, DF, 2019.
AZZARI, Courtney Nations; BAKER, Stacey Menzel. Ten lessons for qualitative transformative service researchers. Journal of Services Marketing, v. 34, n. 1, p. 100-110, 2020.
BLOCKER, Christopher P.; BARRIOS, Andrés. The transformative value of a service experience. Journal of Service Research, v. 18, n. 3, p. 265-283, 2015.
BONE, Jonathan; ALLEN, Olivia; HALEY, Christopher. Business incubators and accelerators: The national picture. BEIS Research paper, v. 7, n. 1, 2017.
CARVALHO, Ítalo Brener; GOSLING, Marlusa de Sevilha. Urban green parks and behavioral transformation: a theoretical framework proposal between Transformative Service Research and Service Dominant Logic. Interações (Campo Grande), v. 20, p. 1099-1114, 2019.
CHEUNG, Lilliemay; MCCOLL-KENNEDY, Janet R. Resource integration in liminal periods: transitioning to transformative service. Journal of Services Marketing, v. 29, n. 6/7, p. 485-497, 2015.
CHRISTENSEN, Clayton M.; RAYNOR, Michael; MCDONALD, Rory. The big idea: What is disruptive innovation. Harvard Business Review, v. 93, n. 12, p. 44-53, 2015.
COBB, S. Social support as a moderator of life stress. Psychosomatic medicine, 1976.
CRESWELL, John W. Projeto de Pesquisa: métodos qualitativo, quantitativo e misto. trad. Luciana de Oliveira da Rocha. 2ª ed. Porto Alegre: Artmed, p. 2000-2005, 2007.
DEAN, Alison; INDRIANTI, Nur. Transformative service research at the BoP: the case of Etawa goat farmers in Indonesia. Journal of Services Marketing, v. 34, n. 5, p. 665-681, 2020.
FISK, Raymond P.; BROWN, Stephen W.; BITNER, Mary Jo. Tracking the evolution of the services marketing literature. Journal of retailing, v. 69, n. 1, p. 61-103, 1993.
GARDIAZABAL, Pilar; BIANCHI, Constanza. Value co-creation activities in retail ecosystems: well-being consequences. Journal of Services Marketing, v. 35, n. 8, p. 1028-1044, 2021.
GOTTLIEB, Benjamin H.; BERGEN, Anne E. Social support concepts and measures. Journal of psychosomatic research, v. 69, n. 5, p. 511-520, 2010.
GUYADER, Hugo et al. Identifying the resource integration processes of green service. Journal of Service Management, v. 31, n. 4, p. 839-859, 2019.
Incubadora de Tecnologia e Inovação em Processamento de Alimentos - ITA. (2019). Disponível em: https://novidades.fatecsenai.com.br/incubadora-fatec-senai. Acesso em 02 out. 2021.
Incubadora Tecnológica de Alimentos e Cadeias Agronegócios - ITACA. Disponível em: http://www.ufrgs.br/itaca/infra-estrutura. Universidade Federal do Rio Grande do Sul - UFRGS. Acesso em: 01 out. 2021.
KARPEN, Ingo Oswald; GEMSER, Gerda; CALABRETTA, Giulia. A multilevel consideration of service design conditions: Towards a portfolio of organizational capabilities, interactive practices and individual abilities. Journal of Service Theory and Practice, v. 27, n. 2, p. 384-407, 2017.
KOSKELA-HUOTARI, Kaisa et al. Service system transformation through service design: Linking analytical dimensions and service design approaches. Journal of Business Research, v. 136, p. 343-355, 2021.
Letaifa, S. B., Edvardsson, B., Tronvoll, B. (2016). The role of social platforms in transforming service ecosystems. Journal of Business Research v. 69, p.1933–1938.
ALVES DE LIMA, Maísa Dandara; CRUZ MACÊDO, Maria Erilúcia. Novas Experiências acerca do Comportamento do Consumidor na Pós-Pandemia. Id on Line. Revista de Psicologia, v. 16, n. 63, 2022.
MINAYO, M.C.S. O Desafio do Conhecimento: Pesquisa Qualitativa em Saúde. 10. ed. São Paulo: HUCITEC, 2007.
MULDER, Mark R. et al. Consumer transformation through volunteer service experiences. The Service Industries Journal, v. 35, n. 15-16, p. 865-882, 2015.
NADEEM, Waqar et al. Consumers’ value co-creation in sharing economy: The role of social support, consumers’ ethical perceptions and relationship quality. Technological Forecasting and Social Change, v. 151, p. 119786, 2020.
NASR, Linda; FISK, Raymond P. The global refugee crisis: how can transformative service researchers help?. The Service Industries Journal, v. 39, n. 9-10, p. 684-700, 2019.
OSTROM, Amy L. et al. Moving forward and making a difference: research priorities for the science of service. Journal of service research, v. 13, n. 1, p. 4-36, 2010.
PARKINSON, Joy et al. A transformative value co-creation framework for online services. Journal of Service Theory and Practice, v. 29, n. 3, p. 353-374, 2019.
PARSONS, Elizabeth et al. Who really cares? Introducing an ‘Ethics of Care’to debates on transformative value co-creation. Journal of Business Research, v. 122, p. 794-804, 2021.
PATRÍCIO, Lia et al. Leveraging service design for healthcare transformation: Toward people-centered, integrated, and technology-enabled healthcare systems. Journal of Service Management, v. 31, n. 5, p. 889-909, 2020.
PATRÍCIO, Lia; GRENHA TEIXEIRA, Jorge; VINK, Josina. A service design approach to healthcare innovation: from decision-making to sense-making and institutional change. AMS review, v. 9, p. 115-120, 2019.
PREVITE, Josephine; ROBERTSON, Nichola. A continuum of transformative service exchange: insights for service and social marketers. Journal of Services Marketing, v. 33, n. 6, p. 671-686, 2019.
ROSENBAUM, Mark S. Transformative service research: focus on well-being. The Service Industries Journal, v. 35, n. 7-8, p. 363-367, 2015.
RUSSELL-BENNETT, Rebekah et al. Commentary: transformative service research and social marketing–converging pathways to social change. Journal of Services Marketing, v. 33, n. 6, p. 633-642, 2019.
SAARIJÄRVI, Hannu; SPARKS, Leigh; LAHTINEN, Sonja. Food, health, and data: Developing transformative food retailing. In: Case studies in food retailing and distribution. Woodhead Publishing, 2019. p. 189-204.
SHARMA, Garima; KUMAR, Pravin. An analysis of causal relationships among the factors affecting the performance of a service organization. Sage Open, v. 11, n. 1, p. 2158244021999394, 2021.
SOVACOOL, Benjamin K.; HESS, David J. Ordering theories: Typologies and conceptual frameworks for sociotechnical change. Social studies of science, v. 47, n. 5, p. 703-750, 2017.
ASKINATIN, M. et al. Developing a business incubator measurement model. In: IOP Conference Series: Earth and Environmental Science. IOP Publishing, 2022. p. 012031.
TAIMINEN, Heini; TAIMINEN, Kimmo; MUNNUKKA, Juha. Enabling transformative value creation through online weight loss services. Journal of Services Marketing, v. 34, n. 6, p. 797-808, 2020.
VARGO, Stephen L.; AKAKA, Melissa Archpru. Value cocreation and service systems (Re) formation: A service ecosystems view. Quality control and applied statistics, v. 58, n. 5, p. 551-552, 2013.
VARGO, Stephen L.; AKAKA, Melissa Archpru; WIELAND, Heiko. Rethinking the process of diffusion in innovation: A service-ecosystems and institutional perspective. Journal of business research, v. 116, p. 526-534, 2020.
VARGO, Stephen L.; LUSCH, Robert F. Evolving to a new dominant logic for marketing. Journal of marketing, v. 68, n. 1, p. 1-17, 2004.
VARGO, Stephen L.; LUSCH, Robert F. Service-dominant logic: continuing the evolution. Journal of the Academy of marketing Science, v. 36, p. 1-10, 2008.
VARGO, Stephen L.; LUSCH, Robert F. Institutions and axioms: an extension and update of service-dominant logic. Journal of the Academy of marketing Science, v. 44, p. 5-23, 2016.
WINDAHL, Charlotta; KARPEN, Ingo O.; WRIGHT, Mark R. Strategic design: orchestrating and leveraging market-shaping capabilities. Journal of Business & Industrial Marketing, v. 35, n. 9, p. 1413-1424, 2020.
WULANDARI, Nuri; NASUTION, Reza Ashari. Integrated value co-creation and affective commitment in banking industry. Business: Theory and Practice, v. 20, p. 509-515, 2019.
XIAO, Zhenlei et al. Assessment of vitamin and carotenoid concentrations of emerging food products: edible microgreens. Journal of agricultural and Food Chemistry, v. 60, n. 31, p. 7644-7651, 2012.
ZAHRA, Shaker A.; NAMBISAN, Satish. Entrepreneurship and strategic thinking in business ecosystems. Business horizons, v. 55, n. 3, p. 219-229, 2012.
Publicado
2024-09-13
Como Citar
MENDONÇA, M. T.; QUEVEDO PIRES DE OLIVEIRA E SILVA, F.; CAROLINE PAULETTO SPANHOL, C. O VALOR TRANSFORMADOR NA PERCEPÇÃO DOS EMPREENDIMENTOS INCUBADOS NO BRASIL. Anais do Simpósio Sul-Mato-Grossense de Administração , v. 7, n. 7, p. 70 - 95, 13 set. 2024.
Seção
Artigos - Marketing
