Os valores ofertados e percebidos no processo de decisão por escolas internacionais: uma análise no contexto da cidade do Rio de Janeiro
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2017-11-16
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Goia, Marisol Rodriguez
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Considering the entry of new investments in the basic education market in Brazil, schools facethe weight of competition, especially when there are new directions for the premium segmentat this level of education. In this sense, the focus of the current research was to understand thevalues that are important in the choice of international schools in the context of the city of Riode Janeiro, exploring the British School. To the extent that value creation is the mission ofmanagement and, knowing that, in addition to all demands and reasons for existence,international schools are business, as well as educational institutions, it becomes imperative tounderstand what value matters for the consumer of these schools, against the value proposedby the educational institution. A qualitative research was carried out to analyze, according tothe view of the British School and the parents who have their children enrolled, what valueswould differentiate it in the local market of Rio de Janeiro. Data collection was done throughfocus groups and individual interviews, involving 13 parents of students and individualinterviews with two professionals of the School who occupy strategic positions for thepurposes that interest here. Based on the results presented and the corresponding analysis,there is a misalignment between what the international school offers and what parents buy asintangible good in education. In the voice of the school, the offer is clear: English proficiency,curriculum and access to international universities. On the side of families, proficiency in theEnglish language is a core value that translates into symbolic and social capital.