Use este identificador para citar ou linkar para este item: http://rebacc.crcrj.org.br/handle/123456789/6060
Título: MANAGEMENT PRACTICES THAT COMBINE VALUE COCREATION AND USER EXPERIENCE An Analysis of the Nubank Startup in the Brazilian Market
Palavras-chave: Fintechs. Startup. Co-creation of value. Service.
Editora / Evento / Instituição: Revista de Gestão, Finanças e Contabilidade
Descrição: Taking into account the scenario of economic instability, registered in Brazil in 2016, it was possible to observe sectors that presented growth, especially startups, innovative and disruptive business models. In Fonseca's view (2006), startups were responsible for increasing demand for products and services, as well as attracting investors interested in long-term gains, recording a growth of the ecosystem of innovative ventures in 2016.But a phenomenon that has revolutionized the market is the startups linked to the financial sector, called Fintechs. It is from this perspective that the present work aimed to verify if the practices adopted by the startup Nubank next to its clients, are aligned to the model of value creation, proposed by Prahalad; Ramaswamy (2004). Through a bibliographical and documentary research through a case study with qualitative approach, it was identified that the company adopts practices aligned to a management focused on the co-creation of value and experience of its clients, through an innovative, 100% digital service , And which combines high technology with personalized and humanized customer service, resulting in commitment and loyalty to the services offered, seen as an "object of desire" by those who are not yet users of the card. This research not only contributes to an analysis of the need for the adoption of value creation practices that promote the engagement of clients by organizations, but also for the expansion of studies that show the generation of experience, through the quality of services.
URI: http://rebacc.crcrj.org.br/handle/123456789/6060
Outros identificadores: http://www.revistas.uneb.br/index.php/financ/article/view/3145
10.18028/rgfc.v7i2.3145
Aparece nas coleções:Revista de Gestão, Finanças e Contabilidade - UNEB

Arquivos associados a este item:
Não existem arquivos associados a este item.
Mostrar registro completo do item Visualizar estatísticas


Os itens no repositório estão protegidos por copyright, com todos os direitos reservados, salvo quando é indicado o contrário.