Formação de capacidades dinâmicas, relações na cadeia de valor de restaurantes cadastrados em aplicativo de pedidos, e seus efeitos nos modelos de negócios
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2018-12-14
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Bulgacov, Sergio
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The objective of the study is to identify how the formation of dynamic capacities occurs through changes in the value chain, with reference to the business model. For the development of this research was used a qualitative approach, developed in two stages, seeking to cover the object of study in its multiple facets. Initially, a case study was developed in the iFood Network and in three restaurants, followed by the application of a questionnaire with predefined scale in twenty restaurants registered in the application. As a theoretical contribution of the study we have a better understanding of the formation of dynamic capacities along the value chain from interorganizational relationships and their effects on the business model. It is also an empirical contribution that consolidates the benefit of organizations to establish interorganizational relations along the chain and the expansion of the understanding of the dynamic exogenous and endogenous conditions of their respective business models. The results show the formation of dynamic capacities based on relationships established between iFood x Restaurant and Provider x Restaurant, with the capacities of restaurants associated with the use of the app for ordering meals, the consolidation of the Exploitation construct and the application development own. Regarding iFood, the dynamic capabilities are associated with the development of a new platform (Spoon Rocket) and the creation of a sales system in order to integrate supplier and restaurant. For suppliers, the ability to adapt is outstanding. Finally, we have the effects on the business models of the restaurants from the use of the app, it is noted that although IFood does not require major adjustments, the establishments sought changes based on menu updates, creation of the app itself, separation of attendance delivery/salon, hiring of new employees, among others. The paper proposes at the end a theoretical framework for the development of new research on this subject.