Submitted by JOSIANE SANTOS DE OLIVEIRA (josianeso) on 2019-01-22T12:42:07Z No. of bitstreams: 1 Guilherme Cirello Casagrande Junior_.pdf: 3120168 bytes, checksum: 804532ca1fc25562cbcbb35b00ecfa30 (MD5) / Made available in DSpace on 2019-01-22T12:42:07Z (GMT). No. of bitstreams: 1 Guilherme Cirello Casagrande Junior_.pdf: 3120168 bytes, checksum: 804532ca1fc25562cbcbb35b00ecfa30 (MD5) Previous issue date: 2018-08-29 / Nenhuma / As formas das empresas trabalharem e se relacionarem com o mercado vêm mudando com o passar do tempo, focando no contexto de geração de valor, apoiado na Lógica Dominante de Serviço (LDS). Na LDS, destaca-se a cocriação de valor, que se dá através dos processos de interação que acontecem entre stakeholders em prol de valorizar um negócio e torná-lo mais competitivo. Esta pesquisa apresenta a figura do vendedor como um stakeholder cocriador de valor, e quais são os antecedentes e consequentes da cocriação para ele e para organização onde está inserido. Para isso, desenvolveu-se um modelo teórico contemplando os construtos Comunicação Aberta, Orientação para Aprendizagem, Habilidade de Cocriar, Intenção de Cocriar, Cocriação, Criação de Valor Relacional, Desempenho em Vendas e Criação de Novos Produtos. Posteriormente, realizou-se uma coleta de dados quantitativos através de um levantamento (survey) com uma amostra de 415 vendedores que atuam no mercado B2B na indústria têxtil a fim de investigar os aspectos mencionados anteriormente. A análise dos dados foi feita com base em estatísticas multivariadas e utilizou-se da técnica de Modelagem de Equações Estruturais para testar o modelo e investigar a relação entre os construtos que compõem o estudo. Os resultados da pesquisa apontam que a Cocriação é antecedida pelo processo de Comunicação Aberta, Orientação para Aprendizagem, Habilidade e Intenção de Cocriar, e a partir do momento em que é feita, assume (em partes) o papel de um construto mediador, e então, gera maior valor relacional, melhor desempenho em vendas e criação de novos produtos, uma vez que se aproveita o conhecimento que o vendedor detém em suas experiências de venda, e consegue-se criar, transformar e entregar soluções e agregação de valor para o mercado / The way companies work and interact with the market has changed over the last years. The constant preoccupation with profits has lost strength and has made room for the context of generation of value, supported by the Service Dominant Logic (SDL). Within the SDL, among various premises, the one that deals with the cocreation of value stands out, occurring as a result of the processes that take place among stakeholders, in the interest of valuing a business and making it more competitive. This research addresses the seller as a stakeholder and cocreator of value. In addition, the study investigates the antecedents and the consequents of cocreation. For that purpose, a theoretical model was developed, contemplating the constructs of Open Communication, Learning Orientation, Ability of Cocreating, Intention to cocreate, Cocreation, Creation of Relational Value, Perfomace in Sales, and New Products Creation. Hence, a survey was conducted with 415 sellers acting in the B2B market in the textile industry. An analysis of this data was made based on multivariate statistics, making use of Structural Equation Modeling in order to test the model and investigate the relation between the constructs that integrate this study. Findings support the constructs of Open Communication, Learning Orientation, Ability, and Intention as antecedents of Cocreation. As soon as it is applied, cocreation assume a mediation role, and generates more relational value, improve the performance in sales, and the new products creation, since the knowledge acquired by a seller through their experience of selling is fully utilized. In addition, it is made possible for one to create, change and contribute with solutions and added value to the market.

Abstract Products have a significant and multidimensional role in business, whereas product management as a scientific field is still in its emergence. However, long industrial tradition positions product management as a holistic and complete business management of products at different levels throughout product lifecycles. The evolving business environment and external stakeholders influence the decision-making in product management. A commercially successful new product may necessitate as much as hundreds of new ideas and opportunities to be screened. Hence, decisions made in the front-end of product creation significantly affect the product cost and value throughout its lifecycle. This dissertation aims to answer the question of how product management can analyse stakeholders and business opportunities in a systematic way in the front-end of product creation. The study follows a qualitative research strategy and a constructive approach along the research process. Four original publications focus on stakeholder business opportunity analyses; the first one analyses external stakeholders as a business ecosystem for collaborative product creation; the second assesses the influence of internal stakeholders in product creation; whereas the third and fourth articles focus on systematic ways to conduct business case analyses during product creation. The systematic analysis of external stakeholders’ business models is seen as a tangible way to perceive the business ecosystem. Salience assessment further helps to explain how the voice of stakeholders can be noticed by product management decision-making. Systemising the business case analysis procedure, including gathering, processing and integrating information from different knowledge and functional areas – customers, marketing, technical, financial and strategic – provides the rationale for product management to make well-informed go/no-go decisions and assurance for commitment towards funding and launching product creation projects. / Tiivistelmä Tuotteilla on merkittävä ja moniulotteinen rooli liiketoiminnassa. Tutkimusalana tuotehallinta on aikaisessa kehitysvaiheessa, mutta pitkä teollinen perinne asemoi tuotehallinnan kokonaisvaltaiseksi liiketoiminnan johtamiseksi käsittäen tuotteet kaikkine osineen läpi niiden elinkaarten. Jatkuvasti muuttuva liiketoimintaympäristö ja ulkoiset sidosryhmät vaikuttavat tuotehallinnan päätöksentekoon. Yhtä kaupallisesti menestyvää uutta tuotetta kohden yritys voi joutua käymään läpi jopa satoja uusia ideoita ja mahdollisuuksia. Samalla tuotteen luomisen alkuvaiheessa tehtävät päätökset voivat vaikuttaa merkittävästi tuotteeseen, sen arvoon ja kustannuksiin koko elinkaaren aikana. Tämä väitöskirja pyrkii vastaamaan kysymykseen, miten tuotehallinnassa voidaan analysoida sidosryhmiä ja liiketoimintamahdollisuuksia systemaattisella tavalla tuotteen luomisen alkuvaiheessa. Tutkimus toteuttaa laadullista tutkimusstrategiaa käyttäen konstruktiivista lähestymistapaa tutkimusprosessissa. Alkuperäiset julkaisut keskittyvät sidosryhmien ja liiketoimintamahdollisuuksien analyyseihin. Ensimmäinen julkaisu tarkastelee ulkoisia sidosryhmiä liiketoimintaekosysteeminä yhteistyössä tehtävän tuotekehityksen kannalta, toinen julkaisu käsittelee sisäisten sidosryhmien tärkeyttä tuotteen luomisessa. Kolmas ja neljäs julkaisu keskittyvät systemaattisiin tapoihin toteuttaa tapauskohtaista liiketoimintamahdollisuuksien analysointia tuotteen luomisen alkuvaiheessa. Analysoimalla systemaattisesti ulkoisten sidosryhmien liiketoimintamalleja voidaan konkreettisesti hahmottaa liiketoimintaekosysteemi. Sidosryhmien tärkeyden, salienssin, arviointi selittää, miten eri sisäisten sidosryhmien äänet otetaan huomioon tuotehallinnan päätöksenteossa. Systemaattinen menettely tapauskohtaiselle liiketoimintamahdollisuuksien analysoinnille tuottaa tiedollisen perustan tehdä johdonmukaisesti perusteltuja tuotehallinnan päätöksiä tuoteprojektien käynnistämisestä. Menettely kerää, käsittelee ja yhdistelee tietoja eri osa-alueilta, kuten asiakas, markkina, tekninen toteutettavuus, talous ja strategia.

Der Markt für lizenzgebundene Software ist durch starke wettbewerbliche Kräfte geprägt. Dies hat in den letzten Jahren zu einem Verdrängungswettbewerb geführt und resultiert heute in bestimmten Segmenten in oligopolistischen Strukturen. Umso erstaunlicher ist es, dass sich in diesem Umfeld erfolgreich und nachhaltig Open-Source-Projekte als Formen von wertschöpfenden Nonprofit-Organisationen bilden.

Der Markt für lizenzgebundene Software ist durch starke wettbewerbliche Kräfte geprägt. Dies hat in den letzten Jahren zu einem Verdrängungswettbewerb geführt und resultiert heute in bestimmten Segmenten in oligopolistischen Strukturen. Umso erstaunlicher ist es, dass sich in diesem Umfeld erfolgreich und nachhaltig Open-Source-Projekte als Formen von wertschöpfenden Nonprofit-Organisationen bilden.