Submitted by Marte Osen (osen.marte@gmail.com) on 2017-10-10T17:16:01Z No. of bitstreams: 1 Trabalho de Conclusão de Curso, MO.pdf: 1647286 bytes, checksum: d1138ff4a00b7b9a6f515e53aa3fb0be (MD5) / Rejected by Josineide da Silva Santos Locatelli (josineide.locatelli@fgv.br), reason: Dear Marte, Please, put your full name; The words Acknowledgments, Abstract and Resumo must be in capital letters. Withdraw all the numbers of the page before the introduction, but they must to be considered. on 2017-10-10T17:49:05Z (GMT) / Submitted by Marte Osen (osen.marte@gmail.com) on 2017-10-10T18:17:28Z No. of bitstreams: 1 Trabalho de Conclusão de Curso.pdf: 1648147 bytes, checksum: b7612fbed427162f51ee6df16af8ab21 (MD5) / Approved for entry into archive by Josineide da Silva Santos Locatelli (josineide.locatelli@fgv.br) on 2017-10-10T18:33:07Z (GMT) No. of bitstreams: 1 Trabalho de Conclusão de Curso.pdf: 1648147 bytes, checksum: b7612fbed427162f51ee6df16af8ab21 (MD5) / Made available in DSpace on 2017-10-11T12:39:11Z (GMT). No. of bitstreams: 1 Trabalho de Conclusão de Curso.pdf: 1648147 bytes, checksum: b7612fbed427162f51ee6df16af8ab21 (MD5) Previous issue date: 2017 / The purpose of this study is to apply value-based business concepts to a product in order to gain insight into the competitive environment within its related industry. This case study is based upon qualitative information from the decision makers in a company producing a product. It is shown that the value based business theories, when organised into one framework, does facilitate the organisation of data, and hence some conclusions about the competitive dynamics of the industry can be drawn. The approach to thinking about business suggested by the value based business concepts might hence lead to insights that can serve as a new background for strategic decisions. / O propósito deste estudo é aplicar conceitos associados à geração e captura de valor a um produto específico para melhor compreender o ambiente competitivo de seu respectivo mercado. Este estudo de caso é baseado em dados qualitativos obtidos de tomadores de decisão de uma empresa produtora do produto em questão. Será mostrado que os conceitos de captura e geração de valor de fato facilitam a organização de dados e, portanto, permite traçar conclusões sobre a dinâmica competitiva da respectiva indústria. A abordagem sugerida a partir destes conceitos permite direcionar perspectivas que podem ser usadas como plano de fundo para tomadas de decisão estratégica.