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Programa De Pós-graduação Em Administração Mestrado Profissional Em Administração
| Content Provider | Semantic Scholar |
|---|---|
| Author | Goettert, Flavio Lucas |
| Copyright Year | 2015 |
| Abstract | The market has undergone transformations in the last years, generating a more competitive competitiveness, similar products between competitors and technological development, causing the companies to explore new approaches to value creation in a more pronounced way. The use of value co-creation in the perspective of the Service's Dominant Logic has provided the interaction between the consumer and the firm and thus generating value for both. Considering that the factor resulting from the interaction is the feedback that is provided by the consumer through the value in use, generated by the experience of using the product or service offered by the firm. When value is perceived as value-in-use for the customer, the focus is no longer predominantly on a customized beam of products or services exchanged for a price. The present work addresses a qualitative research with a multiple case study, with six firms: three in Amazonas, in the city of Parintins and three in the state of Rio Grande do Sul, in the city of Santa Cruz do Sul. In each retail segment of beverage distribution, bakeries and supermarkets were surveyed two firms, one in each state. Aiming to demonstrate how the Dominant Logic of Service through Value Creation results in differentiated services in retail. The analysis of the data provided a set of important findings for the understanding of the theme. It was observed that the use of the DART model and the value in use by the consumers generate beneficial value to the actors involved in the process of value creation. Considering the results found, it is suggested strategic marketing actions to be used by micro, small and medium enterprises of similar segments. Finally, recommendations are presented for new studies, academic implications and limitations of the study. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | https://www.unisc.br/images/cursos/stricto/ppga/dissertacoes/final_kleber.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
