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.

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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. 

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Published

2020-09-01

Issue

Vol. 6 No. 3 (2020): sep/dec 2020

Section

Scientific papers

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