El objetivo de esta investigación científica fue contrastar investigaciones que sostienen que consumo y economía colaborativa son lo mismo con aquéllas que sostienen que el consumo colaborativo es causa de la economía colaborativa. Se hizo una revisión de la literatura existente sobre ambos modelos de negocio aplicando un enfoque de revisión minucioso. Se compararon las distintas posturas en cuanto a la terminología, alcances y exclusiones. Se analizaron distintos grupos de interés de diversos sectores para determinar los factores que impulsan, inhiben y sustentan el éxito de su participación en la economía colaborativa y en el consumo colaborativo. Los resultados mostraron que se hace un mayor hincapié en los factores motivadores ya que impulsan el desarrollo y apogeo en estrecha relación y concordancia con la sostenibilidad y el aspecto social. Se determinó que ambos modelos cumplen un rol indispensable al generar valor a la sociedad mediante el ahorro de recursos y la extensión de la vida útil de los mismos. Se mostró el aspecto social y su relación con ambos modelos, determinando que el ser humano es social por naturaleza y que, al sentirse motivado, está dispuesto a recomendar el uso de un bien o servicio. Todos estos temas se plantean considerando que ambos modelos económicos se iniciaron en el siglo XX con la aparición de internet y las redes sociales y que, al ser nuevos, se plantean a su vez nuevas líneas de exploración con el propósito de comprender mejor otros nuevos modelos económicos que están surgiendo en el mundo. / The objective of this scientific investigation was to contrast investigations that argue that collaborative consumption and shared economy are the same with those that maintain that collaborative consumption is the cause of the shared economy. A review of the existing literature on both business models was done using a thorough review approach. Different positions were compared regarding terminology, scope and exclusions. Different interest groups from various sectors were analyzed to determine the factors that drive, inhibit and sustain the success of their participation in the sharing economy and collaborative consumption. The results showed that a greater emphasis is placed on motivating factors since they drive development and growth in close relationship and in accordance with sustainability and the social aspect. It was determined that both models play a mandatory role in generating value to society, by saving resources and extending their useful life. The social aspect and its relationship with both models were shown, determining that the human being is social by nature and that, feeling motivated, is willing to recommend the use of a good or service. All these issues are raised considering that both economic models began in the twentieth century with the emergence of the internet and social networks and that, being new, new lines of exploration are in turn proposed in order to better understand other new economic models that are emerging in the world. / Trabajo de Suficiencia Profesional

Submitted by Gilmara Espino (gilmara.espino@gpes.com.br) on 2018-06-13T23:25:16Z No. of bitstreams: 1 ESPINO_Economia compartilhada(2).pdf: 3950663 bytes, checksum: 40cfe7ac547a831cd83185c617d92725 (MD5) / Approved for entry into archive by Simone de Andrade Lopes Pires (simone.lopes@fgv.br) on 2018-06-14T00:56:25Z (GMT) No. of bitstreams: 1 ESPINO_Economia compartilhada(2).pdf: 3950663 bytes, checksum: 40cfe7ac547a831cd83185c617d92725 (MD5) / Approved for entry into archive by Isabele Garcia (isabele.garcia@fgv.br) on 2018-06-14T17:09:42Z (GMT) No. of bitstreams: 1 ESPINO_Economia compartilhada(2).pdf: 3950663 bytes, checksum: 40cfe7ac547a831cd83185c617d92725 (MD5) / Made available in DSpace on 2018-06-14T17:09:42Z (GMT). No. of bitstreams: 1 ESPINO_Economia compartilhada(2).pdf: 3950663 bytes, checksum: 40cfe7ac547a831cd83185c617d92725 (MD5) Previous issue date: 2018-06-13 / Avaliar a atratividade de um mercado é fundamental em decisões sobre investimento em uma determinada empresa ou segmento de negócio. Setores específicos requerem conhecimentos particulares, nem sempre percebidos em estudos de viabilidade conduzidos com base em premissas generalistas. Recentemente, um súbito crescimento da oferta de novas empresas de economia compartilhada competindo como plataformas de agendamento de consultas médicas fez levantar a questão sobre a atratividade desse negócio para o mercado de saúde. Esse estudo apresenta os fatores sociais, econômicos e tecnológicos que explicam essa intensificação de competidores e, também, as barreiras que ainda dificultam a expansão dessas plataformas no Brasil. Mais do que compreender o fenômeno, os resultados apresentam um cenário atual sobre o ambiente de saúde e percepção dos usuários. É, portanto, conhecimento que pode ser aplicado a estudos de viabilidade de outros produtos ou serviços que desejam competir no segmento de saúde. A análise, embasada na literatura pesquisada e nos dados combinados de questionário dirigido, entrevista e cliente oculto, conclui pela tendência de arrefecimento do interesse em investimentos em empresas que atuem exclusivamente como plataformas de agendamento de consultas, e aponta para uma organização do mercado mais concentrada, com pequenos concorrentes diversificando seus produtos e serviços para se manterem competindo. / The assessment of a market attractiveness is critical when deciding to invest in a new company or business segment. Specific sectors require specific knowledge, not always perceived in feasibility studies conducted on generalist assumptions. Recently, a sudden expansion of sharing economy companies offering online scheduling medical platforms has raised the issue of this particular market. This study presents the social, economic and technological factors that explain the increase of competitors and also explore the existing market barriers that makes the diffusion of this kind of platform so difficult in Brazil. More than understanding the phenomenon, the outcome presents a current overview about the Brazilian health environment and the users’ perception. Therefore, it’s a knowledge that can be applied to feasibility studies of other products or services that wish to compete in the Health sector. The analysis based on evidence from researched literature, interviews, survey and observation (hidden customer) concludes in direction to the lessen of interest by investments in companies that act exclusively on online-scheduling medical platforms based on sharing economy; and point to a more concentrated market with fewer small competitors who need to diversify their products and services in order to keep themselves competitive.

Uno de los sectores inmobiliarios más dinámicos es el de alquiler de oficinas y dentro de él, un modelo de negocio innovador llamado Coworking que nace de una tendencia en crecimiento: la Economía Colaborativa. Dicho modelo resulta atractivo para inversionistas inmobiliarios, empresas en expansión e independientes porque ofrece mayor valor en cuanto a flexibilidad, comparada con la oferta tradicional. Por eso, este trabajo se centra en evidencia que valide la incidencia de esta tendencia, la economía colaborativa, sobre la competitividad de las empresas que brindan el servicio de alquiler de oficinas en Lima Metropolitana en el año 2018. La metodología se descompone en investigación cuantitativa y cualitativa. A través de una selección muestral, se realizaron encuestas a directivos o encargados de las empresas de Coworking. Por su lado, la investigación cualitativa consta de entrevistas en profundidad a expertos nacionales e internacionales respecto a la tendencia global de la economía colaborativa y el sector Coworking. Luego de la investigación realizada, se puede determinar que la Economía Colaborativa incide en la competitividad de las empresas que brindan servicio de alquiler de oficina en Lima Metropolitana en el año 2018. Asimismo, los factores: digital (hipótesis específica número 1, o, HE1), social (HE2), económico (HE3) tienen la misma incidencia. Sin embargo, el factor cultura medioambiental (HE4) no impactaría en la competitividad de dichas empresas ya que su alcance sería sólo en términos comunicacionales o publicitarios, el cual se sugiere investigar con mayor profundidad. Como aporte a la comunidad empresarial, se propone el Índice de Competitividad Colaborativa (ICC) que, de la investigación realizada, las empresas con mayor ICC demuestran una propuesta de valor más centrada en el usuario y una comunidad sólida. Se sugiere a las empresas de Coworking realizar un diagnóstico interno para identificar aspectos de la gestión interna asociados a la competitividad que pueden fortalecerse. / One of the most dynamic real estate sectors is office rental and within it, an innovative business model called Coworking born from a growing trend: the Collaborative Economy. This model is attractive to real estate investors, expanding and independent companies because it offers greater value in terms of flexibility compared to the traditional offer. Therefore, this work focuses on evidence that validates the incidence of this trend, the collaborative economy, on the competitiveness of companies that provide office rental services in Metropolitan Lima in 2018. The methodology is broken down into quantitative and qualitative research. Through a sample selection, surveys of executives or managers of Coworking companies were conducted. For instance, qualitative research consists of in-depth interviews to national and international experts about the global trend of the collaborative economy and the Coworking sector. After the investigation, it can be determined that the Collaborative Economy affects the competitiveness of companies that provide office rental service in Metropolitan Lima in 2018. Also, the factors: digital (specific hipothesis number 1, i.e. SH1), social (HE2), Economic (HE3) have the same incidence. However, the environmental culture factor (HE4) would not impact the competitiveness of these companies since its scope is only communicational or in advertising terms, which is further research could be conducted. As a contribution to the business community, the Collaborative Competitiveness Index (CCI) is a proposal derived from the research carried out. The companies with the highest CCI show a more user-centered value proposal and a solid community. Coworking companies are suggested to perform an internal diagnosis to identify aspects of internal management associated with competitiveness that can be strengthened. / Tesis