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No. of bitstreams: 1 TESE_Carlos_Eduardo_07_03_2017.pdf: 3832983 bytes, checksum: 89e588bade19d0adc1bc8ca3e779958b (MD5) Previous issue date: 2016-12-19 / Não recebi financiamento / This thesis aimed to elaborate a proposal of a business model with strategies´ innovation for micro and small companies, researching companies of the fashion segment located in Goiânia, Pontalina and Taquaral de Goiás-GO, for the facing the current competitive market. The research was motivated by the observation and experience of the difficulties presented by companies in the industrial segment, particularly those in the fashion segment, to understand the context of innovation, identify their occurrences in internal (operational) and external (strategic) factors and to integrate them to the practices of business management. In addition, mainly, to use them for the development and definition of innovation strategies as mechanisms of competitive advantage and insertion in the market. Looking this perspective and considering the globalized world, where micro and small Brazilian business are inserted which has been causing intense transformations in the business environment and which has led companies from all over the world to reconfigure themselves and seek ways to foster competitiveness, we have sought to analyze the innovation with a systemic and integrated way to the strategies and models of management of the companies evaluating the performance of the strategic and operational factors, observing its structural aspects, processes, products, commercialization competitiveness and socioeconomic sustainability among others. The information was raise through a questionnaire application that allowed characterizing the occurrences of innovation in the operational and strategic factors of the companies surveyed. Considering this, sought observe the learning and knowledge factors that stimulate the innovative processes and presenting a business model proposal with innovation strategies for micro and small business, taking into account the requirements of the importance, significance and relevance of innovation for these enterprise. In this way, it tried to establish the adherence between the business practice and the academic knowledge, establishing the relationship between the innovation, looking for to integrate to the strategies and models of management of the companies. It also sough associated it with the concepts and theoretical studies obtained through a bibliographical, theoretical and conceptual review on the themes of innovation, strategy, competitiveness, business model and micro and small enterprises. It was an empirical research, of an exploratory descriptive nature, of an applied nature, with quantitative approach insofar as it observed numerical and qualitative aspects, insofar as it collected information through individual interviews. The data collection was carry out with 45 companies from the fashion segment of Goiânia, Pontalina and Taquaral de Goiás-GO. It was take through a structured questionnaire applying in-depth interviews, the data were process and analyzed using the Survey Win 4.0, and the Excel software is resulting in the characterization of the operational and strategic factors that allowed the presentation of the business model proposal with innovation strategies. This research will contribute to promove some reflection and to improve the understanding of elements that can compose the innovation strategies aimed at micro and small companies. / Esta tese objetivou elaborar uma proposta de modelo de negócio com estratégias de inovação para empresas de micro e pequeno porte, por meio da realização de um estudo nas empresas do segmento de moda dos municípios de Goiânia, Pontalina e Taquaral de Goiás-GO, para o enfrentamento do atual mercado competitivo. A pesquisa foi motivada pela observação e vivência das dificuldades apresentadas por empresas do segmento industrial, particularmente as do segmento de moda, para entender o contexto da inovação, identificar as suas ocorrências nos fatores internos (operacionais) e externos (estratégicos), integrá-las às práticas de gestão empresarial e, principalmente, utilizá-las para o desenvolvimento e definição de estratégias de inovação como mecanismos de vantagem competitiva e inserção no mercado. Nesta perspectiva e considerando o contexto de mundo globalizado onde as micro e pequenas empresas brasileiras estão inseridas, que vem causando intensas transformações no ambiente dos negócios e que levou empresas do mundo todo a se reconfigurarem e buscarem formas de fomentar a competitividade, buscou-se analisar a inovação de forma sistêmica e integrada às estratégias e modelos de gestão das empresas avaliando a atuação dos fatores estratégicos e operacionais, observando seus aspectos estruturais, de processos, produtos, comercialização, competitividade e sustentabilidade socioeconômica entre outros. As informações foram levantadas por meio da aplicação de questionário que permitiu caracterizar as ocorrências da inovação nos fatores operacionais e estratégicos das empresas pesquisadas, observar os fatores de aprendizagem e conhecimento que estimulam os processos inovativos e apresentar uma proposta de modelo de negócio com estratégias de inovação para as micro e pequenas empresas, levando em conta os requisitos da importância, do significado e da relevância da inovação para estas empresas. Buscou-se, desta forma, estabelecer a aderência entre a prática empresarial e o conhecimento acadêmico, estabelecendo a relação entre a inovação integrada às estratégias e modelos de gestão das empresas, associados aos conceitos e estudos teóricos obtidos por meio de revisão bibliográfica, teórica e conceitual sobre os temas inovação, estratégia, competitividade, modelo de negócio e micro e pequenas empresas Tratou-se de uma pesquisa empírica, de caráter descritivo exploratório, de natureza aplicada, com abordagem quantitativa na medida em que observou aspectos numéricos e qualitativa por coletar informações por meio de entrevistas individuais. A coleta de dados foi realizada com 45 empresas do segmento de moda dos municípios de Goiânia, Pontalina e Taquaral de Goiás-GO, por meio de questionário estruturado aplicando entrevistas em profundidade e os dados foram tratados e analisados utilizando os softwares SurveyWin 4.0 e Excell obtendo como resultado a caracterização dos fatores operacionais e estratégicos que permitiram a apresentação da proposta de modelo de negócio com estratégias de inovação. Esta pesquisa irá contribuir para a reflexão e melhor compreensão de elementos que podem compor as estratégias de inovação voltadas para empresas de micro e pequeno porte.

Thesis submitted in fulfilment of the requirements for the degree Master of Technology: Information Technology In the Faculty of Informatics and Design at the Cape Peninsula University of Technology / Data sources often emerge with the potential to transform, drive and allow deriving never-envisaged business value. These data sources change the way business enacts and models value generation. As a result, sellers are compelled to capture value by collecting data about business elements that drive change. Some of these elements, such as the customer and products, generate data as part of transactions which necessitates placement of the business element at the centre of the organisation’s data curation journey. This is in order to reveal changes and how these elements affect the business model. Data in business represents information translated into a format convenient for transfer. Data holds the relevant markers needed to measure business elements and provide the relevant metrics to monitor, steer and forecast business to attain enterprise goals. Data forms the building blocks of information within an organisation, allowing for knowledge and facts to be obtained. At its lowest level of abstraction, it provides a platform from which insights and knowledge can be derived as a direct extract for business decision-making as these decisions steer business into profitable situations. Because of this, organisations have had to adapt or change their business models to derive business value for sustainability, profitability and transformation. An organisation’s business model reflects a conceptual representation on how the organisation obtains and delivers value to prospective customers (the service beneficiary). In the process of delivering value to the service beneficiaries, data is generated. Generated data leads to business knowledge which can be leveraged to re-engineer the business model. The business model dictates which information and technology assets are needed for a balanced, profitable and optimised operation. The information assets represent value holding documented facts. Information assets go hand in hand with technology assets. The technology assets within an organisation are the technologies (computers, communications and databases) that support the automation of well-defined tasks as the organisation seeks to remain relevant to its clientele. What has become apparent is the fact that companies find it difficult to leverage the opportunities that data, and for that matter Big Data (BD), offers them. A data curation journey enables a seller to strategise and collect insightful data to influence how business may be conducted in a sustainable and profitable way while positioning the curating firm in a state of ‘information advantage’. While much of the discussion surrounding the concept of BD has focused on programming models (such as Hadoop) and technology innovations usually referred to as disruptive technologies (such as The Internet of Things and Automation of Knowledge Work), the real driver of technology and business is BD economics, which is the combination of open source data management and advanced analytics software coupled with commodity-based, scale-out architectures which are comparatively cheaper than prevalent sustainable technologies known to industry. Hadoop, though hugely misconstrued, is not an integration platform; it is a model the helps determine data value while it brings on-board an optimised way of curating data cheaply as part of the integration architecture. The objectives of the study were to explore how BD can be used to utilise the opportunities it offers the organisation, such as leveraging insights to enable business for transformation. This is accomplished by assessing the level of BD integration with the business model using the BD Business Model Maturation Index. Guidelines with subsequent recommendations are proposed for curation procedures aimed at improving the curation process. A qualitative research methodology was adopted. The research design outlines the research as a single case study; it outlines the philosophy as interpretivist, the approach as data collection through interviews, and the strategy as a review of the method of analysis deployed in the study. Themes that emerged from categorised data indicate the diverging of business elements into primary business elements and secondary supporting business elements. Furthermore, results show that data curation still hinges firmly on traditional data curation processes which diminish the benefits associated with BD curation. Results suggest a guided data curation process optimised by persistence hybridisation as an enabler to gain information advantage. The research also evaluated the level of integration of BD into the case business model to extrapolate results leading to guidelines and recommendations for BD curation.

A receita publicitária, historicamente a principal fonte de monetização na indústria de mídia, está se reduzindo em âmbito global. Por outro lado, a receita de circulação, cuja origem é diretamente o consumidor final, cresce anualmente nessa indústria. Paralelamente, observa-se uma mudança no comportamento do consumidor, que demonstra maior preferência por soluções digitais. Esse contexto exige que empresas de mídia repensem seus modelos de negócios e sua estratégia de monetização. Esse estudo propõe um modelo de receita digital adequado ao contexto de uma indústria de mídia do Sul do Brasil. Para alcançar esse objetivo, o método utilizado foi baseado em quatro etapas: (i) revisão da literatura acadêmica e fontes não acadêmicas; (ii) classificação dos modelos encontrados com base em critérios previamente definidos; (iii) desenvolvimento de uma estrutura e (iv) aplicação da estrutura criada, a partir de entrevistas com especialistas, bem como a recomendação de implementação de um modelo. Considerando o caso de uma rádio que concentra sua atuação em esporte e notícias, obteve-se como resultado a recomendação de implementação de um modelo combinado de Assinaturas e Publicidade Online. / Historically, advertising revenue have been the main source of monetization in the publisher industry, but it´s globally decreasing. On the other hand, circulation revenue, whose origin is directly from final consumer, grows annually in this industry. At the same time, consumer behavior is changing, showing preference for digital solutions. This context requires publishers to rethink their business models and monetizing strategy. This study proposes a digital business revenue appropriate to the context of a publisher in South Brazil. To achieve this goal, a four steps method was empployed: (i) review of the academic literature and non-academic sources; (ii) classification of the models found based on previously defined criteria; (iii) development of a structure and (iv) application of the structure created, based on interviews with experts, as well as the model implement recommendation. Considering the context of a radio that concentrates its activity in sport and news, the result was the recommendation of implementation of a combined model of Subscription and Online Advertising.

A organização cooperativa é uma, dentre várias, forma de se coordenar a atividade econômica. No setor agropecuário, particularmente, desempenha um papel relevante na economia de vários países, atuando como importantes players em diversos segmentos do agronegócio. A cooperativa difere de outros tipos organizacionais em grande parte devido à sua peculiar estrutura de propriedade e natureza econômica complexa, delineados por princípios históricos que fazem dela uma forma organizacional ímpar, uma simbiose entre propósitos social e o econômico. A motivação do presente trabalho é trazer ao conhecimento do leitor, ao menos em parte, as diferentes abordagens nas quais as teorias sobre o modelo de empreendimento cooperativista têm se baseado para responder questões fundamentais acerca das organizações cooperativas agropecuárias no decorrer da história, tais como: o que são cooperativas? Por que elas se formam? O que as fazem organizações únicas? Quais são as vantagens e desvantagens deste modelo organizacional frente aos demais? Enfim, no presente trabalho busca-se mostrar como a organização cooperativa, deixando questões ideológicas de lado, vem sendo estudada e debatida à luz da teoria convencional da firma e sua análise marginal e, mais recentemente, da moderna teoria das organizações formulada no âmbito da Nova Economia Institucional. / The cooperative organization is one of several means of coordinating economic activity. In the agricultural sector, notably, it plays an important role in the economy of several countries, acting as important players in a number of segments of agribusiness. The cooperative differs from other organizational types largely because of its peculiar structure of ownership and complex economic nature, outlined by historical principles that make it a unique organizational form, a symbiosis between social and economic purposes. The aim of the present work it is to bring to the reader's knowledge, at least in part, the different approaches on which theories of the cooperative model of enterprise have been based to answer fundamental questions about cooperative organizations throughout history, such as: what are cooperatives? Why do they form? What makes them unique organizations? What are the advantages and disadvantages of this organizational model with regard to others? Finally, the present paper seeks to show how the cooperative organization, ideological issues aside, has been studied and debated in the light of the conventional theory of the firm and its marginal analysis, and more recently, those covered by the modern theory of organizations formulated within the scope of the New Institutional Economics.

A digitalização e a evolução tecnológica experimentadas em anos recentes têm promovido mudanças na forma como as organizações se estabelecem e desenvolvem seus modelos de negócios. São exigidos intervalos de respostas cada vez mais curtos, bem como flexibilidade e dinamismo. Algumas práticas têm emergido para auxiliar empreendedores atuantes neste novo cenário, em especial aos líderes de startups e projetos de base inovadora. O presente trabalho apresenta resultados de uma pesquisa que teve como objetivo de investigar de que forma o lean startup pode auxiliar novos empreendimentos baseados em inovação a validar seus modelos de negócio, quais os fatores críticos de sucesso para a sua implementação e qual o grau de adoção de suas práticas por startups tecnológicas na região metropolitana de Porto Alegre (RS). Para isto, o estudo foi dividido em três principais etapas. A primeira etapa consistiu em uma revisão sistemática da literatura a respeito da temática, com a identificação de estudos acerca do lean startup, customer development e gestão ágil. Foram identificados principais efeitos da implementação sobre as organizações e fatores críticos de sucesso para a execução A segunda e terceira etapas compreenderam estudos de caso múltiplos, com a identificação de práticas utilizadas por startups tecnológicas para a validação de elementos de modelos de negócio, e a coleta de percepções de líderes de startups de engenharia quanto ao lean startup e os principais obstáculos e facilitadores para a sua implementação. Entre os principais resultados, destacam-se os benefícios das práticas ágeis sobre a flexibilidade das organizações, bem como a redução de custos, se comparados à gestão baseada em planos de negócios. Deve-se ressaltar que os estudos de caso possuem limitações quanto à generalização, visto que podem não representar outras realidade. De toda a forma, o presente trabalho contribui para o preenchimento de parte de uma lacuna existente na literatura quanto à temática. / Digitization and technological evolution experienced in recent years has led to changes in the way organizations establish and develop their business models. Market demands quick responses as well as flexibility and dynamism. Some practices have emerged to assist entrepreneurs in this new scenario, especially leaders behind startups and innovation-based projects. This work presents results of a research that aimed at investigating how lean startup can support the validation of business models in innovation-based ventures, what are the critical success factors for its implementation, and whether the startups in the metropolitan region of Porto Alegre (RS) are actually adopting the methodology. To achieve this objective, the study was divided into three main stages. The first stage consisted of a systematic literature review on the subject, with the identification of studies about lean startup, customer development and agile management. As main findings, we identified lean startup effects on organizations and critical success factors for its implementation. The second and third steps included multiple case studies, identifying the practices used by technological startups to validate business models elements, and the perceptions of leaders behind engineering startups regarding to lean startup, as well as main obstacles and facilitators for its implementation. Some results regard the benefits of agile practices on the flexibility of organizations, as well as the reduction of costs, when compared to plan-based management approaches. Case studies have limitations on generalization, since they may not represent other realities. In any case, the present work contributes to fill part of a literature gap on the subject.

The purpose of this degree project is to analyze and investigate how digitalization will affect business modeling in the district heating business. The chosen approach to this degree project was an iterative, abductive method, in order to always use a feedback-analysis and to keep the project open for new findings. The interviews were a mix of a structured method and a qualitative approach. With the structured method, the findings from the interviews were similar and regarding the research topic, and the qualitative approach in some open questions led to matters that otherwise would have been unnoticed. The interviews were performed via e-mail, phone and through personal interviews. This degree project concluded that digitalization has an impact on business modeling in district heating. Digitalization will affect some elements in a major way, for example key resources that will be characterized by digitalization. The findings from this work showed that a business model operating in district heating in a time of digitalization should focus on three main parts: economy, environment and easy visualization. An optimization tool should focus on delivering a value that consist of these three, and the remaining elements should together contribute to that value proposition. / Syftet med detta examensarbete är att analysera och undersöka hur digitaliseringen kommer att påverka affärsmodellering inom fjärrvärmebranschen. Det valda tillvägagångssättet för detta examensarbete är en iterativ, abduktiv metod för att hela tiden återkoppla och hålla studien öppen för nya intryck. Intervjuerna är en kombination av strukturerad metod blandad med en kvalitativ ansats. Med den strukturerade metoden blir svaren inom samma ram samtidigt som den kvalitativa aspekten lockar fram svar som annars skulle passera obemärkta. Intervjuerna genomfördes via mail, telefon samt genom personliga intervjuer. Detta examensarbete drar slutsatsen att digitaliseringen kommer påverka affärsmodeller inom fjärrvärme. Digitaliseringen kommer påverka vissa element i större utsträckning som till exempel nyckelresurserser som kommer präglas av digitaliseringen. Upptäckterna från studien visar att en affärsmodell verksam inom fjärrvärme i en tid präglad av digitaliseringen ska fokusera på tre delar: ekonomi, miljö och lättförstådd visualisering. Ett optimeringsverktyg ska fokusera på att leverera ett värde som innehåller dem tre delarna och resterande element ska tillsammans bidra till det värdeerbjudandet.

Today society is facing numerous challenges associated with energy management system. The centralized power generation system is depending on the fossil fuels to generate energy which is harmful to the environment, and it is unable to fulfill the rising demand for electricity. The decentralized power generation system could easily be integrated with renewable energy sources which could satisfy the growing demand for electricity without damaging the environment. This thesis explores the proper energy distribution system (smart grid) which could be fully equipped with the digitalized technology and be integrated with renewable energy sources and decentralized system. Peer-reviewed articles and government reports have been reviewed in order to get the impact of digitalized technology on overall energy management system, as well as the smart grid services commercialized through the business models. The result shows that the cost of transmission lines is reduced by using decentralized power generation system which helps to provide clean energy at low price to the end consumers. Furthermore, the thesis claims that smart grid is a disruptive technology which encourages energy producers and distributors to adopt a rapid change in the energy market along with changing their business model.  Finally, it has been explored that smart grid could provide three services, such as demand response, integration of renewable energy, and grid to vehicle services. These services could successfully be commercialized through business model innovation which enables energy providing and distributing firms to create and capture value regarding profit. / <p>Thanks for the great support who were involved in the completion of this project.</p>

O objetivo deste estudo foi o de analisar o lançamento do Bio Salgante, produto desenvolvido sem a presença de sódio em sua formulação, com a finalidade de substituir parcialmente o sal de cozinha. A motivação da Matrix Health, empresa nascente de pequeno porte e detentora do Bio Salgante, em desenvolver e lançar o produto, veio da observação do potencial para este segmento; o consumo de sal e consequentemente de sódio no Brasil é uma vez e meia maior que o recomendado pela Organização Mundial de Saúde, e um importante inconveniente desse excesso no consumo está relacionado com a hipertensão arterial. Assim, dado que mais de vinte por cento da população é acometida por esta doença crônica, e parte destes poderiam beneficiar-se com o Bio Salgante, a empresa estimou que o produto poderia alcançar milhões de consumidores em pouco tempo. Entretanto, o problema observado recai sobre a baixa adesão ao produto, refletindo as vendas abaixo do orçado; ficou evidenciado que a Matrix Health pouco estruturou e formalizou seu planejamento e processos, e o negócio emergiu naturalmente. Assim, foi analisada a experiência vivida pela empresa, e o trabalho seguiu as diretrizes do método de pesquisa profissional, buscando nas teorias da administração o referencial teórico relacionado com a questão de pesquisa, quais foram proposta de valor e modelo de negócios. Por meio de pesquisa qualitativa, primeiramente buscou-se o entendimento do caso junto à empresa. Posteriormente, foram entrevistados representantes de sociedades médicas e de nutrição com o objetivo de identificar e priorizar os atributos de valor do produto. Por fim, e contando com a participação dos sócios-gestores, os componentes do modelo de negócios foram descritos de modo a orientar a empresa no reposicionamento do produto e nas iniciativas da organização. Os achados da pesquisa foram analisados sob o enfoque teórico, e como resultado, a recomendação inicial para a empresa foi a de relacionar a estratégia mercadológica para o salgante, assim como o adoçante o faz para o açúcar, e utilizar-se de canais competentes para gerar credibilidade ao produto, como médicos e nutricionistas. Também foram verificadas oportunidades nos aspectos de informação do produto, disponibilidade em pontos de vendas e co-criação de valor. Esta dissertação demonstrou a falta de convergência entre as ações tomadas pela empresa e o descrito em teoria, e considerou, em abordagem prescritiva, outros aspectos para o reposicionamento mais adequado do Bio Salgante. Dentre as limitações do trabalho, aponta-se a dificuldade em priorizar os atributos de valor; a ferramenta matriz da avaliação de valor não pondera esse aspecto, pois o faz somente comparando os concorrentes, neste caso o sal e o salgante, em cada atributo. Soma-se a isso a impossibilidade de realização da pesquisa com os demais stakeholders, em especial os consumidores potenciais. Por meio destes, seria possível obter diferentes perspectivas e/ou validar os achados. E finalmente, as entrevistas com profissionais de saúde apresentam o viés do conhecimento específico em saúde e nutrição, e não necessariamente refletem a sensibilidade da população geral ao produto. Esta pesquisa pode ser de relevância para nortear o lançamento de novos produtos em mercados não existentes ou pouco explorados, notadamente no segmento estudado, além do segmento de alimentos funcionais e outros com características de negócio similares. / The objective of this study was to analyze the launch of Bio Salgante, a product developed without the presence of sodium in its formulation, with the purpose of partially replacing cooking salt. The motivation of Matrix Health, a start-up company and owner of Bio Salgante, in developing and launching the product, came from the observation of the potential for this segment; the consumption of salt and consequently sodium in Brazil is one and a half time higher than that recommended by the World Health Organization, and an important inconvenience of this excess in consumption is related to arterial hypertension. Thus, given that more than twenty percent of the population is affected by such chronic disease, and some of these could benefit from Bio Salgante, the company estimated that the product could reach millions of consumers in a short time. However, the observed problem rests on the low adhesion to the product, reflecting sales below the budget; It became clear that Matrix Health did little to structure and formalize its planning and processes, and the business naturally emerged. Therefore, the experience of the company was analyzed, and the study followed the guidelines of the professional research method, seeking in the theories of business administration the theoretical reference related to the research question, which were value proposition and business model. Through qualitative research, we first sought the understanding of the case with the company. Subsequently, representatives of medical and nutrition societies were interviewed in order to identify and prioritize the attributes of value of the product. Finally, with the participation of the managing partners, the components of the business model were described in order to guide the company in the repositioning of the product and in the initiatives of the organization. The research findings were analyzed under the theoretical approach, and as a result, the initial recommendation to the company was to relate the marketing strategy to salt substitute, as well as the sweetener does for sugar, and to use channels competent to credibility, such as doctors and nutritionists. Opportunities have also been verified in the areas of product information, point-of-sale availability, and co-creation of value. This dissertation demonstrated the lack of convergence between the actions taken by the company and the one described in theory, and considered, in a prescriptive approach, other aspects for the most appropriate repositioning of Bio Salgante. Among the limitations of the study, it is pointed out the difficulty in prioritizing the attributes of value; the strategy canvas tool does not consider this aspect, since it does so only by comparing the competitors, in this case the salt and the salt substitute, in each attribute. Added to this is the impossibility of carrying out the research with other stakeholders, especially potential consumers. By means of these, it would be possible to obtain different perspectives and / or to validate the findings. And finally, the interviews with health professionals present the bias of specific knowledge in health and nutrition, and do not necessarily reflect the sensitivity of the general population to the product. This research may be of relevance to guide the launching of new products in non-existent or poorly exploited markets, notably in the studied segment, in addition to the segment of functional foods and others with similar business characteristics.

O avanço da internet e o consequente surgimento de aplicações para a web nas últimas duas décadas vêm permitindo inovações constantes e profundas em vários setores da economia, incluindo o do jornalismo. As empresas desse segmento vêm experimentando uma profunda transformação no ambiente de negócios, que desorganizou seu antigo modelo de produção e distribuição de notícias e também sua fórmula de geração de receita. Este trabalho realizou um estudo de casos múltiplos para investigar como duas empresas jornalísticas nascidas na internet -- os sites O Antagonista e Nexo Jornal -- alteraram seus modelos de negócios com o passar do tempo na tentativa de garantir sua sobrevivência e prosperidade. As entrevistas realizadas com sócios-fundadores e colaboradores das companhias revelaram quais foram as principais transformações promovidas e ainda quais os componentes do modelo de negócios envolvidos nesses movimentos. Também foram encontradas evidências que ajudam a compreender como essas empresas trabalharam para garantir a execução das transformações pretendidas: os resultados mostram que uma das corporações se apoiou na aquisição e atração de recursos externos, enquanto a outra reaproveitou recursos próprios. As diferentes escolhas parecem ter sido determinadas em alguma medida pela estrutura e pelos recursos de que as companhias dispunham antes de promoverem as mudanças. Também há semelhanças: ambas se apoiaram, em alguma medida, no método de inovação aberta para avançar. O trabalho também investigou a estrutura da gestão do conhecimento e sua relação com a transformação do modelo de negócios, reunindo evidências de que as empresas investigadas ainda são carentes nesse aspecto. / The advancement of the internet and the consequent emergence of web applications over the last two decades has allowed constant and deep innovations in various sectors of the economy, including journalism. Companies in this segment have been experiencing a profound transformation in the business environment, which has disrupted their old model of production and distribution of news and also their formula of revenue generation. This work has conducted a multi-case study to investigate how two digital native news companies -- O Antagonista e Nexo Journal -- have altered their business models over time in an attempt to ensure their survival and prosperity. The interviews carried out with founding members and company collaborators revealed the main transformations promoted and also the components of the business model involved in these movements. Evidences found also help to understand how these companies have worked to ensure that the desired transformations were carried out: the findings show that one of the corporations relied on the acquisition and attraction of external resources while the another reused its own resources. Different choices seem to have been determined to some extent by the structure and resources available to the companies before promoting changes. There are also similarities: both supported, to some extent, the method of open innovation to move forward. This research also investigated the structure of knowledge management and its relation with the transformation of the business model, gathering evidence that companies are still in need in this aspect.

A elevada competitividade nos diversos setores da economia brasileira também está presente no varejo de alimentação. Destaca-se a parcela composta por estabelecimentos dedicados ao fornecimento de lanches ou refeições rápidas, conhecidos como restaurantes fast food. Esse setor exibe a presença de redes internacionais, no formato de franquias, que tornam o mercado mais competitivo. Este trabalho está voltado para o segmento de redes de restaurantes fast food, estudando os relacionamentos envolvidos nas operações logísticas, dentro da cadeia de suprimentos. Para os diversos participantes dessa cadeia - organização detentora da franquia da rede, restaurantes, fornecedores, provedores de serviços logísticos e clientes - a logística, envolvendo atividades como compras, inventário e distribuição, tem uma função central e estratégica, influenciando de forma significativa os resultados de todas as partes. Um aspecto relevante é a política de terceirização (outsourcing) das atividades logísticas, cada vez mais presente em todo o mundo, que também se apresenta como alternativa neste segmento. Destaca-se a figura do operador logístico, um provedor de diversas funções logísticas, realizando-as de forma integrada. Em face deste contexto, o principal objetivo deste trabalho é a proposição de modelos de negócios que podem ser aplicados às redes de restaurantes fast food, onde são mostradas as diversas formas de relacionamentos entre os participantes, visando a obtenção de valor para o cliente. O modelo de negócio é a base para a definição da estratégia competitiva dos integrantes da cadeia de suprimentos, em busca de vantagem competitiva para o grupo. Uma pesquisa empírica (survey) foi realizada com redes de restaurantes fast food para permitir a visão da realidade empresarial e auxiliar no desenvolvimento dos modelos de negócios. Em seguida foram selecionados quatro casos - três redes e um operador logístico - para um estudo mais aprofundado e obtenção de insights que possibilitem compreender a estratégia competitiva destas redes. / The high level of competitiveness in the various sectors of the Brazilian economy is also present in food retail. The segment made up of establishments devoted to offering snacks or quick meals, known as fast food restaurants, stands out. In it, international chains with the franchise format can be found, which makes the market more competitive. This piece of work is geared to the segment made up of fast food restaurant chains. It studies the relationships involved in the logistical operations within the supply chain. For the various participants in this chain -- the organization that owns the franchise, restaurants, suppliers, providers of logistical services and customers -- the logistics, involving activities such as purchasing, inventory and distribution, have a central and strategic role, significantly influencing the results of all the parties. A relevant aspect is the worldwide and ever more common policy of outsourcing logistical activities, which also shows up as an alternative in this segment. A character that stands out is the integrated service provider, who carries out several logistical functions and does so in integrated way. In view of this context, the main purpose here is proposing business models that may be applied to fast food restaurant chains. In them, the various forms of relationship between the participants are shown, with the aim of obtaining value for the customer. The business model is the basis for defining the competitive strategy of the players of the supply chain, in the search for competitive advantage for the group. A survey of fast food restaurant chains was conducted to allow one to grasp the business reality and help in the development of the business models. Next, four cases were selected -- three chains and an integrated service provider -- for a more in-depth study and to obtain insights that make it possible for one to understand the competitive strategy of these chains.