Influência da Transformação Digital na Dinâmica da Proposta de Valor

• Autores: Alexsander Canaparro da Silva, José Carlos da Silva Freitas Junior
• Localización: International Journal of Professional Business Review: Int. J. Prof.Bus. Rev., ISSN 2525-3654, ISSN-e 2525-3654, Vol. 8, Nº. 7, 2023 (Ejemplar dedicado a: Continuous publication; e02568)
• Idioma: inglés
• DOI: 10.26668/businessreview/2023.v8i7.3318
• Enlaces
  • Texto completo (pdf)
• Resumen

  • Objetivo: O objetivo deste estudo foi analisar como a Transformação Digital influencia a dinâmica da Proposta de Valor nas organizações.

      Referencial teórico: Este estudo pode contribuir na compreensão de como a Transformação Digital pode influenciar na dinâmica da Proposta de Valor das organizações. Pode contribuir para ampliação da discussão do tema PV, pois a maioria dos estudos estão relacionados aos elementos que a compõem.

      Desenho/metodologia/abordagem: A fim de responder à questão proposta no artigo, foi realizada uma pesquisa bibliográfica com o intuito de melhor compreender as temáticas Transformação Digital e Proposta de Valor, que são as áreas que interessam a este estudo. O método utilizado foram os passos propostos por Biolchini et al. (2007) que contempla o planejamento, execução e análise dos resultados.

      Resultados: Foi possível concluir que a Transformação Digital exerce papel central na dinâmica da Proposta de Valor, na medida em que habilita as empresas a transformar seus modelos de negócio e, por consequência, possibilita que as empresas criem valor de diferentes formas.

      Pesquisa, implicações práticas e sociais: Este estudo pode auxiliar os gestores que estão envolvidos com o processo de Transformação Digital no sentido de ampliar as perspectivas que devem ser consideradas - pois, não se trata somente tecnologia, mas do modelo de negócios como um todo.

      Originalidade/valor: A relevância do estudo está em abordar a Transformação Digital não só sob o aspecto tecnológico, mas em sentido mais amplo, ou seja, como criar valor para o negócio. Desta forma, impactando na Proposta de Valor das organizações.

• Referencias bibliográficas
  • Aloini, D., Latronico, L., & Pellegrini, L. (2021). The impact of digital technologies on business models. Insights from the space industry....
  • Baden-Fuller, C., & Haefliger, S. (2013). Business models and technological innovation. Long range planning, 46(6), 419-426.
  • Ballantyne, D., Frow, P., Varey, R. J., & Payne, A. (2011). Value propositions as communication practice: Taking a wider view. Industrial...
  • Baumann, J., Le Meunier-FitzHugh, K., & Wilson, H. N. (2017). The challenge of communicating reciprocal value promises: Buyer-seller value...
  • de Almeida Biolchini, J. C., Mian, P. G., Natali, A. C. C., Conte, T. U., & Travassos, G. H. (2007). Scientific research ontology to support...
  • Bititci, U. S., Martinez, V., Albores, P., & Parung, J. (2004). Creating and managing value in collaborative networks. International Journal...
  • Bhattacharya, C. B., & Korschun, D. (2008). Stakeholder marketing: Beyond the four Ps and the customer. Journal of Public Policy &...
  • Bustinza, O. F., Gomes, E., Vendrell‐Herrero, F., & Tarba, S. Y. (2018). An organizational change framework for digital servitization:...
  • Cheng, C., & Wang, L. (2022). How companies configure digital innovation attributes for business model innovation? A configurational view....
  • Chesbrough, H. (2010). Business model innovation: opportunities and barriers. Long range planning, 43(2-3), 354-363.
  • Chen, Y., Visnjic, I., Parida, V., & Zhang, Z. (2021). On the road to digital servitization–The (dis) continuous interplay between business...
  • Day, G. S. (2014). An outside-in approach to resource-based theories. Journal of the Academy of marketing science, 42, 27-28.
  • Day, G. S. (2020). The dynamics of customer value propositions: An outside-in perspective. Industrial Marketing Management, 87, 316-319.
  • Demil, B., & Lecocq, X. (2010). Business model evolution: In search of dynamic consistency. Long range planning, 43(2-3), 227-246.
  • Eggert, A., Ulaga, W., Frow, P., & Payne, A. (2018). Conceptualizing and communicating value in business markets: From value in exchange...
  • Frow, P., McColl-Kennedy, J. R., Hilton, T., Davidson, A., Payne, A., & Brozovic, D. (2014). Value propositions: A service ecosystems...
  • Goldring, D. (2017). Constructing brand value proposition statements: a systematic literature review. Journal of Marketing Analytics, 5, 57-67.
  • Guo, H., Yang, J., & Han, J. (2019). The fit between value proposition innovation and technological innovation in the digital environment:...
  • Hess, T., Matt, C., Benlian, A., & Wiesböck, F. (2016). Options for formulating a digital transformation strategy. MIS Quarterly Executive,...
  • Holttinen, H. (2014). Contextualizing value propositions: Examining how consumers experience value propositions in their practices. Australasian...
  • Hrustek, L., Furjan, M. T., & Pihir, I. (2019, May). Influence of digital transformation drivers on business model creation. In 2019 42nd...
  • Jin, J., Ma, L., & Ye, X. (2020). Digital transformation strategies for existed firms: from the perspectives of data ownership and key...
  • Johnson, C., Kaski, T., Karsten, Y., Alamäki, A., & Stack, S. (2021). The role of salesperson emotional behavior in value proposition...
  • Kambil, A., Ginsberg, A., & Bloch, M. (1996). Re-inventing value propositions.
  • Koeleman, J., Ribeirinho, M. J., Rockhill, D., Sjödin, E., & Strube, G. (2019). Decoding digital transformation in construction. Capital...
  • Leroi-Werelds, S., Verleye, K., Line, N., & Bove, L. (2021). Value proposition dynamics in response to external event triggers. Journal...
  • Lanning, M. J., & Michaels, E. G. (1988). A business is a value delivery system. McKinsey staff paper, 41(July).
  • Lanning, M. J. (1998). Delivering profitable value. Cambridge: Perseus Books Group.Disponível em: https://kentblumberg.typepad.com/kent_blumberg/files/dpv_introduction.pdf
  • Lanning, M. J. (2015).. An introduction to the market-focused philosophy, framework and methodology called delivering profitable value. Disponível...
  • Liu, D. Y., Chen, S. W., & Chou, T. C. (2011). Resource fit in digital transformation: Lessons learned from the CBC Bank global e‐banking...
  • Liu, H., Purvis, L., Mason, R., & Wells, P. (2020). Developing logistics value propositions: Drawing Insights from a distributed manufacturing...
  • Loonam, J., Eaves, S., Kumar, V., & Parry, G. (2018). Towards digital transformation: Lessons learned from traditional organizations....
  • Lusch, R. F., Vargo, S. L., & O’brien, M. (2007). Competing through service: Insights from service-dominant logic. Journal of retailing,...
  • Maklan, S., & Knox, S. (1997). Reinventing the brand: bridging the gap between customer and brand value. Journal of product & brand...
  • Margiono, A. (2021). Digital transformation: setting the pace. Journal of Business Strategy, 42(5), 315-322.
  • Matt, C., Hess, T., & Benlian, A. (2015). Digital transformation strategies. Business & information systems engineering, 57, 339-343.
  • Mattos, C. A., & Novais, M. (2020, October). TRANSFORMAÇÃO DIGITAL E AS MUDANÇAS NA CRIAÇÃO DE VALOR: FOCO NO SEGMENTO DO VAREJO. In Congresso...
  • Mezger, F. (2014). Toward a capability‐based conceptualization of business model innovation: insights from an explorative study. R&d Management,...
  • Mihardjo, L., Sasmoko, S., Alamsjah, F., & Elidjen, E. (2019). Digital leadership role in developing business model innovation and customer...
  • Mish, J., & Scammon, D. L. (2010). Principle-based stakeholder marketing: Insights from private triple-bottom-line firms. Journal of Public...
  • O'Dell, C., & Grayson, C. J. (1999). Knowledge transfer: discover your value proposition. Strategy & Leadership, 27(2), 10-15.
  • Paulus-Rohmer, D., Schatton, H., & Bauernhansl, T. (2016). Ecosystems, strategy and business models in the age of digitization-How the...
  • Payne, A. F., Storbacka, K., & Frow, P. (2008). Managing the co-creation of value. Journal of the academy of marketing science, 36, 83-96.
  • Payne, A., & Frow, P. (2014). Developing superior value propositions: a strategic marketing imperative. Journal of Service Management,...
  • Payne, A., Frow, P., & Eggert, A. (2017). The customer value proposition: evolution, development, and application in marketing. Journal...
  • Payne, A., Frow, P., Steinhoff, L., & Eggert, A. (2020). Toward a comprehensive framework of value proposition development: From strategy...
  • Pihir, I., Tomičić-Pupek, K., & Tomičić Furjan, M. (2019). Digital transformation playground-literature review and framework of concepts....
  • Rintamäki, T., Kuusela, H., & Mitronen, L. (2007). Identifying competitive customer value propositions in retailing. Managing Service...
  • Rintamäki, T., & Saarijärvi, H. (2021). An integrative framework for managing customer value propositions. Journal of Business Research,...
  • Rogers, David L. (2017) Transformação digital: repensando o seu negócio para a era digital. Autêntica Business,.
  • Ross, J. W., Beath, C. M., & Sebastian, I. M. (2017). How to develop a great digital strategy. MIT Sloan Management Review, 58(2), 7.
  • Sakyi-Gyinae, K., & Holmlund, M. (2018). What do business customers value? An empirical study of value propositions in a servitization...
  • Schallmo, D., Williams, C. A., & Boardman, L. (2017). Digital transformation of business models—best practice, enablers, and roadmap....
  • Taylor, S. A., Hunter, G. L., Zadeh, A. H., Delpechitre, D., & Lim, J. H. (2020). Value propositions in a digitally transformed world....
  • Tavoletti, E., Kazemargi, N., Cerruti, C., Grieco, C., & Appolloni, A. (2022). Business model innovation and digital transformation in...
  • To, C. K. M., Yee, R. W., Mok, P. Y., Chau, K. P., Wong, M. C., & Cheung, N. M. (2018). Collaboration reasoning or social heuristics?...
  • Turner, T., Martinez, V., & Bititci, U. (2004). Managing the value delivery process. International Journal of Physical Distribution &...
  • van Tonder, C., Schachtebeck, C., Nieuwenhuizen, C., & Bossink, B. (2020). A framework for digital transformation and business model innovation....
  • Vargo, S. L., & Lusch, R. F. (2014). Evolving to a new dominant logic for marketing. In The service-dominant logic of marketing (pp. 21-46)....
  • Vargo, S. L., & Lusch, R. F. (2017). Service-dominant logic 2025. International journal of research in marketing, 34(1), 46-67.
  • Vaska, S., Massaro, M., Bagarotto, E. M., & Dal Mas, F. (2021). The digital transformation of business model innovation: A structured...
  • Vial, G. (2021). Understanding digital transformation: A review and a research agenda. Managing Digital Transformation, 13-66.
  • von Leipzig, T., Gamp, M., Manz, D., Schöttle, K., Ohlhausen, P., Oosthuizen, G., ... & von Leipzig, K. (2017). Initialising customer-orientated...
  • West, S., Stoll, O., Meierhofer, J., & Züst, S. (2021). Digital twin providing new opportunities for value co-creation through supporting...
  • Yoshikawa, N. K., JR Filho, D. C., Penha, R., Kniess, C. T., & Souza, J. D. (2020). Agile approach as a strategy in digital transformation...
  • Zeike, S., Bradbury, K., Lindert, L., & Pfaff, H. (2019). Digital leadership skills and associations with psychological well-being. International...
  • Ziaie, A., ShamiZanjani, M., & Manian, A. (2021). Systematic review of digital value propositions in the retail sector: New approach for...
  • Ziyadin, S., Suieubayeva, S., & Utegenova, A. (2020). Digital transformation in business. In Digital Age: Chances, Challenges and Future...