The Measurement Of The Value Co-Creation Process In Brazilian Banking Sector Companies

Authors

  • Bruno Valente Zero Faculdade de Economia, Administração e Contabilidade - Universidade de São Paulo (FEA/USP)
  • Ronaldo de Oliveira Santos Jhunior, Me. Faculdade de Economia, Administração e Contabilidade - Universidade de São Paulo (FEA/USP) https://orcid.org/0000-0003-0867-7916
  • João Maurício Gama Boaventura, Dr. Faculdade de Economia, Administração e Contabilidade - Universidade de São Paulo (FEA/USP) https://orcid.org/0000-0003-3070-2153

DOI:

https://doi.org/10.20401/rasi.6.3.428

Keywords:

Value, Value creation, Value co-creation, Bank sector

Abstract

The emerging reality based on greater access to information, technological convergence, and the rapid evolution of the internet as a means of communication and conducting business, requires a reevaluation of the traditional enterprise-centric value creation system. This article addresses the idea of ??value co-creation, in which value is no longer defined within the company and only delivered to the consumer, but rather created jointly with stakeholders in a process focused on individuals and their experiences. Thus, the study seeks to expand knowledge about value co-creation in Brazilian companies based on empirical information. Therefore, the objective of the research is to measure value co-creation in companies in the Brazilian banking sector and to compare performance between them. The DART model (dialogue, access, risk, and transparency) proposed by Prahalad & Ramaswamy (2004) is used as the basis for the analysis of data obtained from the Corporate Sustainability Index (BM&F-ISE) of 2017. The results show the highlight of one of the analyzed banks, as well as the fact that the analyzed companies still need a greater focus on the development of factors related to the “access” dimension of the model used.

Downloads

Author Biographies

Bruno Valente Zero, Faculdade de Economia, Administração e Contabilidade - Universidade de São Paulo (FEA/USP)

Bacharel em Administração pela Universidade de São Paulo

Ronaldo de Oliveira Santos Jhunior, Me., Faculdade de Economia, Administração e Contabilidade - Universidade de São Paulo (FEA/USP)

Doutorando em Administração pela Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo (FEA/USP). Mestre em Administração com estudos na linha de Estratégia e Análise Organizacional da Universidade Federal do Paraná (UFPR). Bacharel em Relações Internacionais pela Universidade Federal de Sergipe (UFS).

João Maurício Gama Boaventura, Dr., Faculdade de Economia, Administração e Contabilidade - Universidade de São Paulo (FEA/USP)

Professor Titular na Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo (FEA/USP). Mestre e Doutor em Administração pela FEA/USP com Pós-Doutorado em Administração pela FGV/EAESP. 

References

Aurier, P., Evrard, Y., & N’Goala, G. (1998). La valeur du produit du point de vue du consommateur. Actes des XIVème journées Nationales des IAE, Nantes, pp.15-26.
B3 (2017). Índice de Sustentabilidade Empresarial. Disponível em: <https://www.isebvmf.com.br/>. Acesso em: julho de 2018.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of marketing research, 307-319.
Franco, D. A. (2012). Cocriação: reinventando o conceito. Festival de Ideias, São Paulo.
Gale, B. T., & Wood, R. C. (1994). Managing customer value: Creating quality and services that customers can see. New York.
Holbrook, M. B. (1994). The nature of customer value: an axiology of services in the consumption experience. Service quality: New directions in theory and practice, 21, 21-71.
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of consumer research, 9(2), 132-140.
Mangini, E. R., Rossini, F. H. B., Conejero, M. A., & Urdan, A. T. (2018). Gestão do Conhecimento como Fator de Alavancagem de Inovação Aberta: o caso Foco Virtual. Revista de Administração, Sociedade e Inovação, 4(1), 16-33.
Monroe, K. B. (1990). Pricing: Making profitable decisions. McGraw-Hill Companies.
Overby, J. W. (2001). The impact of national culture upon the customer value hierarchy: A comparison between French and American consumers.
Pater, M. (2009) Co-creation’s five guiding principles. Fronteer Strategy.
Payne, A., & Frow, P. (2005). A strategic framework for customer relationship management. Journal of marketing, 69(4), 167-176.
Prahalad, C. K., & Ramaswamy, V. (2000). Co-opting customer competence. Harvard business review, 78(1), 79-90.
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creating unique value with customers. Strategy & leadership, 32(3), 4-9.
Prahalad, C. K., & Ramaswamy, V. (2004). The future of competition: Co-creating unique value with customers. Harvard Business Press.
Ramaswamy, V., & Gouillart, F. (2010). Building the co-creative enterprise. Harvard business review, 88(10), 100-109.
Ramaswamy, V., & Gouillart, F. J. (2010). The power of co-creation: Build it with them to boost growth, productivity, and profits. Simon and Schuster.
Ramaswamy, V., & Ozcan, K. (2014). The co-creation paradigm. Stanford University Press.
Richins, M. L. (1994). Valuing things: The public and private meanings of possessions. Journal of consumer research, 21(3), 504-521.
Rokeach, M. (1973). The nature of human values. Free press.
Silva, S. B., & Villan, W. J. (2018). O Papel da Coopetição na Criação de Valor para Micro e Pequenas Empresas-MPEs no Âmbito da Cadeia de Suprimentos em Relações Fornecedor-Fornecedor. Revista de Administração, Sociedade e Inovação, 4(1), 90-105.
Szybillo, G. J., & Jacoby, J. (1974). Intrinsic versus extrinsic cues as determinants of perceived product quality. Journal of Applied Psychology, 59(1), 74.
Thaler, R. (1985). Mental accounting and consumer choice. Marketing science, 4(3), 199-214.
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of marketing, 68(1), 1-17.
Von Hippel, E. (1986). Lead users: a source of novel product concepts. Management science, 32(7), 791-805.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of marketing, 2-22.

Published

2020-09-01

Issue

Section

Scientific papers