Inovação em modelos de negócios de start-ups brasileiras no setor educacional

Thiago de Luca Sant'ana Ribeiro; Gustavo Gonçalves; José Eduardo Valladares Teixeira; Benny Kramer Costa

doi:10.5585/2023.22516

Authors

Thiago de Luca Sant'ana Ribeiro FATEC Bragança Paulista - Caraguatatuba / SP http://orcid.org/0000-0003-1638-630X
Gustavo Gonçalves CEO / Co-founder of MKT4EDU Consultoria em Captação Ltda / Sharjah - Emirados Árabes Unidos http://orcid.org/0000-0003-3212-2929
José Eduardo Valladares Teixeira http://orcid.org/0000-0001-9757-3435
Benny Kramer Costa Universidade Nove de Julho - Uninove / São Paulo (SP) http://orcid.org/0000-0003-1992-1160

DOI:

https://doi.org/10.5585/2023.22516

Keywords:

Business Model Innovation, Business model, Start-up. Education

Abstract

Objective of the study: The aim of this article is to analyze how education technology start-ups in Brazil innovate their business models.

Methodology: We conducted a multiple case study with 6 start-ups in the field of education, varying in terms of age, size and level of diversification. Our field surveys comprised interviews, observations and documents as data sources from 6 education sector start-ups. We used the extended case method as a guide for data analysis.

Originality/relevance: This research contributes to a better understanding of how start-ups innovate in their business models.

Main results: Among our main results, we found that in value creation, capabilities are developed in an informal and unstructured way. In value proposition, start-ups demonstrate considerable creativity in their offerings, but pay little attention to their channels and customer relations. In terms of value capture, they focus too much on the pursuit of revenue, but do not pay sufficient attention to cost control and pricing structure.

Theoretical/methodological contributions: We collaborated with the scientific discussion on innovation in business models by discussing how 6 different start-ups innovate in their models.

Downloads

Download data is not yet available.

Author Biographies

Thiago de Luca Sant'ana Ribeiro, FATEC Bragança Paulista - Caraguatatuba / SP

PhD in Administration from the University Nove de Julho (2022). Master in Business Administration from Universidade Nove de Julho (2018). Specialist in Logistics and Supply Chain (MBA) from Faculdade Metropolitana Unidada (2016). Graduated in Business Administration from Faculdade São Sebastião (2014). He is currently a professor of management at the IFSP and a data consultant at the company Mkt4edu. He is the author of the book " Administração sob a Ótica dos concursos" (2016)

Gustavo Gonçalves, CEO / Co-founder of MKT4EDU Consultoria em Captação Ltda / Sharjah - Emirados Árabes Unidos

Graduated in Business Administration from Centro Universitário UNA (2001) and Masters (2018) and Doctorate (2021) in Business Administration from Universidade Nove de Julho. CEO/Co-founder of MKT4EDU Consultoria em Captação Ltda, a company operating in Brazil, Mexico, USA, Portugal and United Arab Emirates. He has experience in Education, working mainly on the following topics: student recruitment, student retention, inbound marketing, marketing automation, higher education and educational marketing

José Eduardo Valladares Teixeira

Graduated in Mechanical Engineering from the Pontifical Catholic University of Rio de Janeiro (1982), where he also obtained a specialization in Mechanical Production Engineering (1982). Master of Science in Management (with Distinction) from the London Business School, where he attended the Sloan Fellowship Masters Program (1999) with distinction. Master in Business Administration from Universidade Nove de Julho - UNINOVE, with a concentration area in Organizational Strategy. Doctorate in Business Administration at the Graduate Program in Business Administration at Universidade Nove de Julho - UNINOVE. Partner at Advancy Brasil consultancy. He has experience in providing management consulting services in the areas of Business Administration, with emphasis on Strategy, Organization, Operations and Processes, Computer Science, with emphasis on Information Technology Management and in Production Engineering, with emphasis on Economic Engineering, Production Management and New Product Development

Benny Kramer Costa, Universidade Nove de Julho - Uninove / São Paulo (SP)

He holds a doctorate and postdoctoral degree in Business Administration from the University of São Paulo (1999 and 2006 respectively), a Master's in Business Administration from the Federal University of Rio Grande do Norte (1991) and a degree in Economic Sciences from the Federal University of Rio Grande do Norte (1985). . He is currently Full Professor and Researcher at the Graduate Program in Business Administration at Universidade Nove de Julho-UNINOVE, and Full Professor at the Department of Public Relations, Advertising and Tourism at the School of Communications and Arts at the University of São Paulo-USP

References

Abdelkafi, N., Makhotin, S., & Posselt, T. (2013). Business model innovations for electric mobility - what can be learned from existing business model patterns? International Journal of Innovation Management, 17(01), 1340003. https://doi.org/10.1142/S1363919613400033

Achtenhagen, L., Melin, L., & Naldi, L. (2013). Dynamics of business models – strategizing, critical capabilities and activities for sustained value creation. Long Range Planning, 46(6), 427-442. https://doi.org/10.1016/j.lrp.2013.04.002

Afuah, A. (2014). Business model innovation: concepts, analysis, and cases. New York: Routledge.

Anderson, J., & Kupp, M. (2008). Serving the poor: drivers of business model innovation in mobile. Info, 10(1), 5-12. https://doi.org/10.1108/14636690810850120

Andreini, D., & Bettinelli, C. (2017). Business model innovation: from systematic literature review to future research directions. Cham, Switzerland: Springer.

Baden-Fuller, C., & Haefliger, S. (2013). Business models and technological innovation. Long Range Planning, 46(6), 419-426. https://doi.org/10.1016/j.lrp.2013.08.023

Bernardes, R., Borini, F., & Figueiredo, P. (2019). Inovação em organizações de economias emergentes. Cadernos EBAPE.BR, 7(4), 14-35. https://doi.org/10.1590/1679-395120190184

Bierly, P. E., III, & Gallagher, S. (2007). Explaining alliance partner selection: fit, trust and strategic expediency. Long Range Planning, 40(2), 134-153. https://doi.org/10.1016/j.lrp.2007.03.001

Bittencourt, B., Figueirói, P. (2019). Innovation ecosystems articulation and shared value creation. Cadernos EBAPE.BR, 17(4), 1-14. https://doi.org/10.1590/1679-395174403x

Bocken, N. M. (2015). Sustainable venture capital - catalyst for sustainable start-up success? Journal of Cleaner Production, 108, 647-658. https://doi.org/10.1016/j.jclepro.2015.05.079

Bohnsack, R., Pinkse, J., & Kolk, A. (2014). Business models for sustainable technologies: Exploring business model evolution in the case of electric vehicles. Research Policy, 43(2), 284-300. https://doi.org/10.1016/j.respol.2013.10.014

Burawoy, M., Burton, A., Fergusson, A. A., & Fox, K. J. (1991). Ethnography unbound: power and resistance in the modern metropolis. California: University of California Press.

Casadesus-Masanell, R., & Ricart, J. E. (2010). From strategy to business models and onto tactics. Long Range Planning, 43(2-3), 195-215. https://doi.org/10.1016/j.lrp.2010.01.004

Casadesus-Masanell, R. & Zhu, F. (2013). Business model innovation and competitive imitation: the case of sponsor-based business models. Strategic Management Journal, 34(4), 464-482. https://doi.org/10.1002/smj.2022

Cavalcante, S. A. (2014). Preparing for business model change: the “pre-stage” finding. Journal of Management & Governance, 18(2), 449-469. https://doi.org/10.1007/s10997-012-9232-7

Chesbrough, H. (2006) Open business model: how to thrive in the new innovation landscape. Cambridge, MA: Harvard Business School Press.

Clauss, T. (2017). Measuring business model innovation: conceptualization, scale development, and proof of performance. R&D Management, 47(3), 385-403. https://doi.org/10.1111/radm.12186

Coghlan, D. (1993). A person-centred approach to dealing with resistance to change. Leadership and Organization Development Journal, 14(4), 10-14. https://doi.org/10.1108/01437739310039433

Cooper, R. G., & Kleinschmidt, E. J. (1987). New products: what separates winners from losers?. Journal of Product Innovation Management, 4(3), 169-184. https://doi.org/10.1016/0737-6782(87)90002-6

Cosenz, F. (2017). Supporting start-up business model design through system dynamics modelling. Management Decision, 55(1), 57-80. https://doi.org/10.1108/MD-06-2016-0395

Danneels, E. (2002). The dynamics of product innovation and firm competences. Strategic Management Journal, 23(12), 1095-1121. https://www.jstor.org/stable/3094297

Diário do Comércio. (2022). A retomada de crescimento do setor educacional. Disponível em: https://diariodocomercio.com.br/opiniao/a-retomada-de-crescimento-do-setor-educacional/. Acesso em 26 de abril de 2023.

Dubosson-Torbay, M., Osterwalder, A. & Pigneur, Y. (2002). E-business model design, classification, and measurements. Thunderbird International Business Review, 4(1), 5-23.

Dyer, J. H., & Singh, H. (1998). The relational view: cooperative strategy and sources of interorganizational competitive advantage. Academy of Management Review, 23(4), 660-679. https://doi.org/10.2307/259056

Ferreira, G. M. D. S., Rosado, L. A. D. S., Lemgruber, M. S., & Carvalho, J. D. S. (2019). Metaphors we’re colonised by? The case of data-driven educational technologies in Brazil. Learning, Media and Technology, 45(1), 1-15. https://doi.org/10.1080/17439884.2019.1666872

Foss, N. J., & Saebi, T. (2016). Why business models are important in entrepreneurship research: what we have learned and where do we go from here? Bergen, Norway: Norwegian School of Economics.

Foss, N. J., & Saebi, T. (2017). Fifteen years of research on business model innovation: how far have we come, and where should we go?. Journal of Management, 43(1), 200-227. http://dx.doi.org/10.1177/0149206316675927

Gibbs, G. (2018). Analyzing qualitative data (2nd ed). Londres: Sage.

Gitahy, Y. (2016). O que é uma startup?. Disponível em: https://exame.com/pme/o-que-e-uma-startup/. Acesso em 26 de abril de 2023.

Instituto Nacional de Estudos e Pesquisas Educacionais Anísio Teixeira. (2016). Censo da Educação Superior 2015. Brasília, DF, Brasil, Ministério da Educação.

Jick, T. (1979). Mixing qualitative and quantitative methods: triangulation in action. Administrative Science Quarterly, 24(4), 602–611. https://doi.org/10.2307/2392366

Johnson, M.W. (2010) Seizing the white space: business model innovation for growth and renewal. Boston: Harvard Business Press.

Johnson, M. W., Christensen, C. M., & Kagermann, H. (2008). Reinventing your business model. Harvard Business Review, 86(12), 57-68.

Koerich, G. V., & Cancellier, E. L. P. de L. (2019). Inovação Frugal: origens, evolução e perspectivas futuras. Cadernos EBAPE.BR, 17(4), 1079–1093. http://dx.doi.org/10.1590/1679-395174424

Lindgardt, Z., Reeves, M., Stalk, G., Jr., & Deimler, M. (2009). Business model innovation: when the game gets tough, change the game. In M. Deimler, R. Lesser, D. Rhodes, J. Sinha (Ed.). Own the future: 50 ways to win from The Boston Consulting Group. Hoboken, NJ: Wiley.

Massa, L. and Tucci, C.L. (2014) Business model innovation. In M. Dodgson, D. Gann, N. Phillips, (eds.). The Oxford Handbook of Innovation Management. Oxford: Oxford University Press. pp. 420–441.

Maucuer, R., & Renaud, A. (2019). Business model research: a bibliometric analysis of origins and trends. Management, 22(2), 176-215. https://doi.org/10.3917/mana.222.0176

Miles, M. (1979). Qualitative data as an attractive nuisance: the problem of analysis. Administrative Science Quarterly, 24(4), 590–600. https://doi.org/10.2307/2392365

Miles M., & Huberman A. (1994). Qualitative data analysis. California: Sage.

Morris, M., Schindehutte, M., & Allen, J. (2005). The entrepreneur's business model: toward a unified perspective. Journal of Business Research, 58(6), 726-735. https://doi.org/10.1016/j.jbusres.2003.11.001

Nunes, M., & Russo, A. (2019). Analysis of business models innovation – a multiple case study. Innovation & Management Review, 16(1), 17-35. https://doi.org/10.1108/INMR-11-2018-0085

Osterwalder, A., Pigneur, Y., & Tucci, C. L. (2005). Clarifying business models: origins, present, and future of the concept. Communications of the Association for Information Systems, 16(1), 1-25. https://doi.org/10.17705/1CAIS.01601

Ribeiro, T., Costa, B. K., & Freire, O. (2021). Cocriação de Valor no Turismo: Validação e Replicação de Escala em Relação à Intenção de Recomendação Boca-a-Boca. Revista Brasileira De Pesquisa Em Turismo, 15(2), 1924. https://doi.org/10.7784/rbtur.v15i2.1924

Ribeiro, T., Costa, B., Ferreira, M., & Freire, O. (2023). Value co-creation in tourism and hospitality: A systematic literature review. European Management Journal. Ahead of print. https://doi.org/10.1016/j.emj.2022.12.001

Saebi, T., Lien, L., & Foss, N. J. (2017). What drives business model adaptation? The impact of opportunities, threats and strategic orientation. Long Range Planning, 50(5), 567-581. https://doi.org/10.1016/j.lrp.2016.06.006

Sinfield, J.V., Calder, E., Mcconnell, B. & Colson, S. (2012). How to identify new business models. MIT Sloan Management Review, 53(2), 85-90.

Spieth, P., Schneckenberg, D., & Ricart, J. E. (2014). Business model innovation – state of the art and future challenges for the field. R&d Management, 44(3), 237-247. https://doi.org/10.1111/radm.12071

Strauss A., & Corbin J. (1990). Basics of Qualitative Research: Grounded Theory Procedures and Techniques. California: Sage.

Teece, D. J. (2010). Business models, business strategy and innovation. Long Range Planning, 43(2-3), 172-194. https://doi.org/10.1016/j.lrp.2009.07.003

Teece, D., Pisano, G., & Shuen, A. (1997). Dynamic capabilities and strategic management. Strategic Management Journal, 18(7), 509-533. https://doi.org/10.1002/(SICI)1097-0266(199708)18:7509::AID-SMJ8823.0.CO;2-Z

Timmers, P. (1998). Business models for electronic markets. Electronic Markets, 8(2), 3-8. http://dx.doi.org/10.1080/10196789800000016

Trimi, S., & Berbegal-Mirabent, J. (2012). Business model innovation in entrepreneurship. International Entrepreneurship and Management Journal, 8(4), 449-465. https://doi.org/10.1007/s11365-012-0234-3

Wirtz, B. W., Pistoia, A., Ullrich, S., & Göttel, V. (2016). Business models: origin, development and future research perspectives. Long Range Planning, 49(1), 36-54. https://doi.org/10.1016/j.lrp.2015.04.001

Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46. https://doi.org/10.2307/1251929

Zott, C., & Amit, R. (2008). The fit between product market strategy and business model: implications for firm performance. Strategic Management Journal, 29(1), 1-26. https://www.jstor.org/stable/20141998

Zott, C., & Amit, R. (2010). Business model design: an activity system perspective. Long Range Planning, 43(2-3), 216-226. https://doi.org/10.1016/j.lrp.2009.07.004

Zott, C., Amit, R., & Massa, L. (2011). The business model: recent developments and future research. Journal of Management, 37(4), 1019-1042. https://doi.org/10.1177/014920631140626

Zott, C., & Amit, R. (2013). The business model: a theoretically anchored robust construct for strategic analysis. Strategic Organization, 11(4), 403-411. https://doi.org/10.1177/1476127013510466