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Será que o modelo de negócio é o mais adequado : estudo de caso Madeby
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Resumo(s)
Os modelos de negocio estao presentes nas trocas e no comportamento economico desde os tempos pre classicos. Contudo, apenas recentemente ganharam destaque enquanto conceito e potencial fonte de vantagem competitiva para as empresas.
Dado o interesse recente no tema, a literatura sobre o mesmo e caraterizada por uma falta de clareza e sintonia relativamente ao seu significado, importancia e amplitude, nao havendo concordancia entre os autores. No entanto, e transversal a ideia de que um bom modelo de negocio permite nao so criar mais valor para os consumidores, como tambem permite que as empresas recolham grandes proveitos desse valor criado.
A globalizacao, a consequente abertura dos mercados e livre circulacao de bens e pessoas, a ascensao da internet e a alteracao nas cadeias de valor globais vieram revolucionar as industrias e os modelos de negocio das mesmas. A industria da moda nao foi excecao. Com a internet, o mais rapido acesso a informacao, o acesso global a marcas, produtos e tendencias, novas formas de comercializar produtos surgiram, e uma industria caraterizada por ter modelos de negocio predominantemente tradicionalistas, foi revolucionada.
Relativamente ao estudo de caso, foi utilizado o modelo dos nove blocos, Business Model Canvas, da autoria de Osterwalder, de forma a simular um modelo que levasse em conta os fenomenos anteriormente descritos. Posteriormente, cada bloco foi testado e validado, e de acordo com os resultados, procedeu-se a uma reformulacao do modelo inicialmente desenhado, de forma a maximizar a criacao de valor para os consumidores e a viabilidade do projeto.
Business models have been a part of economic exchanges and behaviour since pre-classical times. However, only recently has it gained traction as a concept and as a potential source of competitive advantage for firms. Given the recent surge of interest in the subject, the literature is characterized by a lack of clarity and concord about its meaning, importance and scope, without the existence of agreement among authors. Nevertheless, the idea that a good business model allows not only the creation of more value to the consumers, but that companies can capture that value is transversal. Globalization, the subsequent opening of markets and the free circulation of goods and people, the rise of the Internet and the change in global value chains came to revolutionize industries and their business models. The fashion industry was no exception. With the Internet, came about a faster access to information, global access to brands, products and tendencies, and new ways of trading products, and a industry characterized by predominantly traditionalist business models was revolutionized. Regarding the case study, the nine blocks method, the Business Model Canvas, created by Osterwalder, was used to simulate a business model that would take into consideration the phenomena previously described. Afterwards, each block was tested and validated, and, according to the results, the initially designed model was reformulated, in order to maximize value creation to consumers as well as project viability.
Business models have been a part of economic exchanges and behaviour since pre-classical times. However, only recently has it gained traction as a concept and as a potential source of competitive advantage for firms. Given the recent surge of interest in the subject, the literature is characterized by a lack of clarity and concord about its meaning, importance and scope, without the existence of agreement among authors. Nevertheless, the idea that a good business model allows not only the creation of more value to the consumers, but that companies can capture that value is transversal. Globalization, the subsequent opening of markets and the free circulation of goods and people, the rise of the Internet and the change in global value chains came to revolutionize industries and their business models. The fashion industry was no exception. With the Internet, came about a faster access to information, global access to brands, products and tendencies, and new ways of trading products, and a industry characterized by predominantly traditionalist business models was revolutionized. Regarding the case study, the nine blocks method, the Business Model Canvas, created by Osterwalder, was used to simulate a business model that would take into consideration the phenomena previously described. Afterwards, each block was tested and validated, and, according to the results, the initially designed model was reformulated, in order to maximize value creation to consumers as well as project viability.
Descrição
Mestrado em Gestão e Estratégia Industrial
Palavras-chave
Modelos de negocio Madeby Industria da moda Costura Estratégia Globalização Internet E-commerce Business model canvas Business model Fashion industry Sewing Strategy Globalization
Contexto Educativo
Citação
Oliveira, Catarina Teixeira de (2015). "Será que o modelo de negócio é o mais adequado : estudo de caso Madeby". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão