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Previous issue date: 2017-01-09 / This dissertation aimed to analyze the association of the Business Model Canvas (BMC) methodology with the critical factors for the success of MSBs in Brazil in light of Porter's competitive strategy theory. The work is justified by the fact that there are factors in the management mechanisms that, oftentimes, when neglected, can cause an increase in the probability of small business mortality. These factors can be divided into three categories: environment, company and managers. These have intrinsic connections with strategic issues, because they relate to legacy forces to both the internal and external environment organizational environment. In the wake of the reasoning it was realized that as MSBs can be efficient in their day to day, but ineffective with regard to strategic decisions. This may be related to the fact that managers do not formalize the strategy of the company because they do not know and/or they don?t know how to use the strategic tools or believe that employing them will require a lot of time. Thus, it was understood as important to reflect on the implementation and operationalization of a management methodology (BMC), associated to an approach for the elaboration of competitive strategies in order to contribute to the survival of small businesses. To achieve the goal of the study, the research is outlined as bibliographic because it was analyzed the main work on the BMC. The analysis of the results was based on the analysis of qualitative structural content, in which structuring categories and anchors were defined based on the theoretical reference. From this, the textual elements, that was extracted from the chapters referring to the BMC units, were compared with the literature review about MSBs and strategy. It was noticed that the analyzed tool has strengths, but also weak points. Although the model presents itself in a practical but in a less bureaucratic way, it analyzes the organization's' external environment in a superficial way, understanding the competitive forces uncritically. Besides that, it was understood that the greatest weakness of BMC is based on the fact that it does not address the relationship of the company and the business' sector, as it exerts influence both in the actions that encompass the internal and external environment. The understanding of the industry that the organization is inserted makes it possible to assess the barriers that prevent it from entering and leaving the business. In this way, it was understood that from the point of view of MSBs survival, it is necessary for the manager to be able to project the value chain and the strategic actions of the enterprise according to the behavior of the industry. Thus, the need was felt to reformulate the BMC structure to include the organizational strategy. The proposed layout addresses the analysis of the industry, considering the competitive forces. The intention was to associate the characteristics of strategic planning in order to assist the leader in the perception of the influence of the external environment and its stakeholders under the company. / Esta disserta??o teve como objetivo analisar a associa??o da metodologia Business Model Canvas (BMC) com os fatores cr?ticos para o sucesso das MPEs no Brasil ? luz da teoria da estrat?gia competitiva de Porter. O trabalho justifica-se pelo fato de existirem fatores nos mecanismos de gest?o que, muitas vezes, quando s?o negligenciados, podem ocasionar o aumento da probabilidade de mortalidade dos pequenos neg?cios. Tais fatores podem ser divididos em tr?s categorias: ambiente, empresa e dirigentes. Estes possuem conex?es intr?nsecas com as quest?es estrat?gica, pois relacionam-se com for?as legadas tanto ao ambiente interno quanto ao ambiente externo organizacional. Percebeu-se que as MPEs podem ser eficientes no seu dia a dia, por?m ineficazes no que diz respeito as decis?es estrat?gicas. Isto pode estar relacionado ao fato dos dirigentes n?o formalizarem a estrat?gia da empresa por n?o terem conhecimento e/ou n?o saberem utilizar as ferramentas estrat?gicas ou acreditarem que empreg?-las demandar? muito tempo. Desta maneira, entendeu-se como importante refletir sobre a implanta??o e operacionaliza??o de uma metodologia de gest?o (BMC), associada ? uma abordagem para elabora??o de estrat?gias competitivas de forma a contribuir para a sobreviv?ncia dos pequenos neg?cios. Para alcan?ar o objetivo do trabalho, a pesquisa delineou-se como bibliogr?fica, pois foi a analisada a principal obra sobre o BMC. A an?lise dos resultados fundamentou-se na an?lise de conte?do qualitativa estrutural, na qual foram definidas categorias e ?ncoras estruturantes com base no referencial te?rico. A partir disto, foram confrontados os elementos textuais extra?dos dos cap?tulos referentes as unidades do BMC com a revis?o de literatura sobre MPEs e estrat?gia. Percebeu-se que a ferramenta analisada possui pontos fortes, mas tamb?m fracos. Apesar do modelo apresentar-se de forma pr?tica, menos burocr?tica, o mesmo analisa o ambiente externo a organiza??o de maneira superficial, compreendendo as for?as competitivas acriticamente. Al?m disto compreendeu-se que a maior fraqueza do BMC se baseia no fato do mesmo n?o abordar rela??o da empresa e o setor que o neg?cio, pois o mesmo exerce influ?ncia tanto nas a??es que englobam o ambiente interno quanto o externo. A compreens?o da ind?stria que a organiza??o est? inserida possibilita a avalia??o das barreiras que a impendem de entrar e sair do neg?cio. Desta forma, entendeu-se que sob a ?tica da sobreviv?ncia das MPEs ? necess?rio que o dirigente saiba projetar a cadeia de valor e as a??es estrat?gicas do empreendimento conforme o comportamento da ind?stria. Sendo assim, percebeu-se a necessidade em reformular a estrutura do BMC de forma a incluir a estrat?gia organizacional. O layout proposto aborda a an?lise da ind?stria, considerando as for?as competitivas. A inten??o foi associar as caracter?sticas do planejamento estrat?gico a fim de auxiliar o dirigente no que diz respeito a percep??o da influ?ncia do ambiente externo e seus intervenientes sob a empresa.
| Identifer | oai:union.ndltd.org:IBICT/oai:localhost:jspui/1951 |
| Date | 09 January 2017 |
| Creators | COSTA, Aline Pereira Neves da Costa |
| Contributors | Leandro, Luiz Alberto de Lima, Leandro, Luiz Alberto de Lima, Mariano, Sandra Regina Holanda, Dias, T?nia Regina Frota Vasconcellos, Pinheiro, Jo?o Luis Alves |
| Publisher | Universidade Federal Rural do Rio de Janeiro, Programa de P?s-Gradua??o em Administra??o, UFRRJ, Brasil, Instituto de Ci?ncias Sociais Aplicadas|Instituto Multidisciplinar de Nova Igua?u|Instituto de Tr?s Rios |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Source | reponame:Biblioteca Digital de Teses e Dissertações da UFRRJ, instname:Universidade Federal Rural do Rio de Janeiro, instacron:UFRRJ |
| Rights | info:eu-repo/semantics/openAccess |
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