Modelos de plataforma em pequenos negócios: Um desafio para as empresas maduras

Rafael Dan Schur; Rodrigo Sabiá; Rafael Trabasso

doi:10.14211/regepe.esbj.e2482

Autores/as

Rafael Dan Schur rafael.schur@gmail.com
Escola de Administração de Empresas de São Paulo
https://orcid.org/0009-0002-1665-524X
Rodrigo Sabiá rsabia@gmail.com
Escola de Economia de São Paulo
https://orcid.org/0009-0008-9287-2194
Rafael Trabasso rafael.trabasso@br.ey.com
Universidade Federal de São Carlos
https://orcid.org/0009-0008-4226-4385

DOI:

10.14211/regepe.esbj.e2482

Palabras clave:

Pequeñas empresas, Plataformas digitales, Transformación digital, Modelo de negocio

Resumen

Objetivo: Conocer las condiciones necesarias para que las pequeñas empresas adopten modelos de negocio basados en plataformas digitales. Metodología: Los métodos de Modelado de Ecuaciones Estructurales por Mínimos Cuadrados Parciales (PLS-SEM) y Análisis de Condición Necesaria (NCA) fueron aplicados en una encuesta online con 126 pequeñas empresas para evaluar relaciones de suficiencia y necesidad de constructos seleccionados en la adopción de modelos de negocio basados en plataformas digitales. Resultados: La condición necesaria para que las pequeñas empresas adopten modelos de negocio basados en plataformas digitales es que se encuentren en una etapa temprana de su ciclo de vida antes y durante el pico de COVID-19, lo que indica que las plataformas representan un desafío para las pequeñas empresas maduras basadas en el problema de la inercia empresarial. Aportes teórico-metodológicos: Se amplía la literatura sobre la adopción de negocios digitales por parte de las pequeñas empresas, añadiendo la emergente metodología NCA a la investigación en este campo de estudio y apoyando la evidencia de la existencia de inercia empresarial en empresas maduras. Relevancia/originalidad: Aplicación de la metodología emergente NCA en una encuesta online original para el estudio de la transformación digital de las pequeñas empresas, identificando los factores necesarios en la adopción de modelos en plataformas. Contribuciones sociales: Referencias en la literatura indican que la adopción de plataformas digitales es una estrategia relevante para mejorar competitividad y las pequeñas empresas necesitan adaptarse a este nuevo modelo para superar los impactos del COVID-19, superando la inercia empresarial presente en las empresas maduras.

Descargas

Los datos de descargas todavía no están disponibles.

Traducciones de este artículo.

Platform models in small businesses: A challenge for mature companies (English)

Citas

Abbasi, K., Alam, A., Du, M. A., & Huynh, T. L. D. (2021). FinTech, SME efficiency and national culture: Evidence from OECD countries. Technological Forecasting and Social Change, 163, Article 120454. https://doi.org/10.1016/j.techfore.2020.120454

Acs, Z. J., Stam, E., Audretsch, D. B., & O'Connor, A. (2017). The lineages of the entrepreneurial ecosystem approach. Small Business Economics, 49(1), 1–10. https://doi.org/10.1007/s11187-017-9864-8

Agência Brasileira de Desenvolvimento Industrial e Fundação Getulio Vargas. (2021). Maturidade digital das PMEs brasileiras.

Baber, H. (2020). FinTech, Crowdfunding and Customer Retention in Islamic Banks. Vision, 24(3), 260-268. https://doi.org/10.1177/0972262919869765

Bai, C., Quayson, M., & Sarkis, J. (2021). COVID-19 pandemic digitization lessons for sustainable development of micro-and small-enterprises. Sustainable Production and Consumption, 27, 1989–2001. https://doi.org/10.1016/j.spc.2020.12.015

Becker, J. M., Klein, K., & Wetzels, M. (2012). Hierarchical latent variable models in PLS-SEM: Guidelines for using reflective-formative type models. Long Range Planning, 45(5–6), 359–384. https://doi.org/10.1016/j.lrp.2012.08.006

Becker, J. M. (2015). Consistent PLS Bootstrapping. SmartPLS Forum. https://forum.smartpls.com/viewtopic.php?t=3531.

Becker, J. M. (2017). Consistent Bootstrapping. SmartPLS Forum. https://forum.smartpls.com/viewtopic.php?t=16260.

Bruque, S., & Moyano, J. (2007). Organisational determinants of information technology adoption and implementation in SMEs: The case of family and cooperative firms. Technovation, 27(5), 241–253. https://doi.org/10.1016/j.technovation.2006.10.002

Buxton, M., & Walton, N. (2014). The internet as a small business e-commerce ecosystem. In E. Lacka, H. Chan, & N. Yip (Eds.), E-commerce platform acceptance (pp. 69–84). Springer. https://doi.org/10.1007/978-3-319-06121-4_5

Carson, D., & Gilmore, A. (2000). SME marketing management competencies. International Business Review, 9(3), 363–382. https://doi.org/10.1016/S0969-5931(99)00053-5

Cenamor, J., Parida, V., & Wincent, J. (2019). How entrepreneurial SMEs compete through digital platforms: The roles of digital platform capability, network capability and ambidexterity. Journal of Business Research, 100, 196–206. https://doi.org/10.1016/j.jbusres.2019.01.016

Cenamor, J., Rönnberg Sjödin, D., & Parida, V. (2017). Adopting a platform approach in servitization: Leveraging the value of digitalization. International Journal of Production Economics, 192, 54–65. https://doi.org/10.1016/j.ijpe.2016.12.033

Chau, P. Y. K. (1995). Factors used in the selection of packaged software in small businesses: Views of owners and managers. Information and Management, 29(2), 71–78. https://doi.org/10.1016/0378-7206(95)00016-P

Cusumano, M. A. (2008). The changing software business: Moving from products to services. Computer, 41(1), 83–85. https://doi.org/10.1109/MC.2008.29

Da Rocha, A., Neves da Fonseca, L. and Kogut, C.S. (2024), "Small firm internationalization using digital platforms: an assessment and future research directions", International Marketing Review, Vol. 41 No. 5, pp. 981-1015. https://doi.org/10.1108/IMR-10-2023-0280

Dijkstra, T. K., & Henseler, J. (2015). Consistent partial least squares path modeling. MIS Quarterly, 39(2), 297–316. https://doi.org/10.25300/MISQ/2015/39.2.02

Dini, P., Iqani, M., & Mansell, R. (2011). The (Im)possibility of Interdisciplinarity: Lessons from Constructing a Theoretical Framework for Digital Ecosystems. Culture, Theory and Critique, 52(1), 3–27. https://doi.org/10.1080/14735784.2011.621668

Drew, S. (2003). Strategic uses of e-commerce by SMEs in the east of England. European Management Journal, 21(1), 79–88. https://doi.org/10.1016/S0263-2373(02)00148-2

Dul, J., Hak, T., Goertz, G., & Voss, C. (2010). Necessary Condition Hypotheses in Operations Management (No. ERS-2010-019-LIS). ERIM report series research in management Erasmus Research Institute of Management. Retrieved from http://hdl.handle.net/1765/19666.

Dul, J. (2016). Necessary condition analysis (NCA): Logic and methodology of “necessary but not sufficient” causality. Organizational Research Methods, 19(1), 10–52. https://doi.org/10.1177/1094428115584005

Dul, J. (2020), Conducting Necessary Condition Analysis, Sage Publications.

Dul, J., van der Laan, E., & Kuik, R. (2020). A Statistical Significance Test for Necessary Condition Analysis. Organizational Research Methods, 23(2), 385-395. https://doi.org/10.1177/1094428118795272

Dul, J., & Buijs, M. G. (2021). Package ‘NCA’. Power 3.1: Tests for correlation and regression analyses. Behavior research methods, 41(4), 1149-1160

European Commission. (2016). Communication from the Commission to the European Parliament, the Council, the European Economic and Social Committee and the Committee of the Regions - Online platforms and the digital single.

Fuller-Love, N. (2006). Management development in small1 firms. International Journal of Management Reviews, 8(3), 175–190.

Fuller, T., & Lewis, J. (2002). 'Relationships mean everything'; A typology of small-business relationship strategies in a reflexive context. British Journal of Management, 13(4), 317–336.

Gatautis. R. (2017). The Rise of the Platforms: Business Model Innovation Perspectives. Inzinerine Ekonomika-Engineering Economics, 28(5), 585–591. https://doi.org/10.5755/j01.ee.28.5.19579

Ghobakhloo, M., Sabouri, M., Tang, S. H., & Zulkifli, N. (2011). Information technology adoption in small and medium-sized enterprises: An appraisal of two decades literature. Interdisciplinary Journal of Research in Business, 1(1), 53–80.

Gomber, P., Kauffman, R. J., Parker, C., & Weber, B. W. (2018). On the Fintech Revolution: Interpreting the Forces of Innovation, Disruption, and Transformation in Financial Services. Journal of Management Information Systems, 35(1), 220–265. https://doi.org/10.1080/07421222.2018.1440766.

Gupta, G., & Bose, I. (2018). Strategic learning for digital market pioneering: Examining the transformation of Wishberry's crowdfunding model. Technological Forecasting and Social Change. https://doi.org/10.1016/j.techfore.2018.06.020.

Hair, J. F., Jr., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Sage.

Hair, J.F., Risher, J.J., Sarstedt, M. and Ringle, C.M. (2019), "When to use and how to report the results of PLS-SEM", European Business Review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203

Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8

Islam, N., Buxmann, P., & Eling, N. (2017). Why should incumbent firms jump on the start-up bandwagon in the digital era? A qualitative study. In Wirtschaftsinformatik Conference (pp. 1378–1392). AIS Electronic Library.

‌Jin, H., & Hurd, F. (2018). Exploring the impact of digital platforms on SME internationalization: New Zealand SMEs use of the Alibaba platform for Chinese market entry. Journal of Asia-Pacific Business, 19(2), 72–95. https://doi.org/ 10.1080/10599231.2018.1453743.

Kádárová, J., Lachvajderová, L., & Sukopová, D. (2023). Impact of Digitalization on SME Performance of the EU27: Panel Data Analysis. Sustainability, 15(13), 9973. https://doi.org/10.3390/su15139973

Karimi, J., & Walter, Z. (2016). Corporate entrepreneurship, disruptive business model innovation adoption, and its performance: The case of the newspaper industry. Long Range Planning, 49(3), 342–360. https://doi.org/10.1016/j.lrp.2015.09.004.

Kim, J. (2015). The platform business model and strategy: A dynamic analysis of the value chain and platform business [Doctoral dissertation, University of Manchester].

Kim, M. K., Park, J. H., & Paik, J. H. (2018). Factors influencing innovation capability of small and medium-sized enterprises in Korean manufacturing sector: Facilitators, barriers and moderators. International Journal of Technology Management, 76(3–4), 214–235

Lee, I., & Shin, Y. J. (2018). Fintech: Ecosystem, business models, investment decisions, and challenges. Business Horizons, 61(1), 35–46

Li, L., Su, F., Zhang, W., & Mao, J.-Y. (2017). Digital transformation by SME entrepreneurs: A capability perspective. Information Systems Journal. https://doi.org/10.1111/isj.12153.

Li, M., Zheng, X., & Zhuang, G. (2017). Information technology-enabled interactions, mutual monitoring, and supplier-buyer cooperation: A network perspective. Journal of Business Research, 78, 268–276. https://doi.org/10.1016/j.jbusres.2016.12.022.

Lybaert, N. (1998). The information use in a SME: Its importance and some elements of influence. Small Business Economics, 10(2), 171-191. https://doi.org/10.1023/A:1007967721235

Madrid-Guijarro, A., Garcia, D., & Auken, H. V., (2009). Barriers to innovation among Spanish manufacturing SMEs. Journal of Small Business Management. Man. 47 (4), 465–488. https://doi.org/10.1111/j.1540-627X.2009.00279.x

Moore, J. F. (1996). The death of competition: Leadership & strategy in the age of business ecosystems. HarperBusiness.

Messner, C., & Vosgerau, J. (2010). Cognitive Inertia and the Implicit Association Test. Journal of Marketing Research, 47(2), 374-386. https://doi.org/10.1509/jmkr.47.2.374.

Nambisan, S., Siegel, D., & Kenney, M. (2018). On open innovation, platforms, and entrepreneurship. Strategic Entrepreneurship Journal, 12(3), 354–368. https://doi.org/10.1002/sej.1300.

Nguyen, T. U. H. (2009). Information technology adoption in SMEs: an integrated framework. International Journal of Entrepreneurial Behaviour and Research, 15(2), 162-186. https://doi.org/10.1108/13552550910944566

Odinet, C.K., (2018). Consumer Bitcredit and FinTech lending. Alabama Law Review, 69 (4), 781–858.

Parker, G. G., Van Alstyne, M. W., & Choudary, S. P. (2016). Platform revolution: How networked markets are transforming the economy - and how to make them work for you. WW Norton & Company.

Parker, G., Van Alstyne, M., & Jiang, X. (2017). Platform Ecosystems: How Developers Invert the Firm. MIS Quarterly, 41(1), 255–266. https://10.25300/MISQ/2017/41.1.13.

Qureshi, S., & York, A. S. (2008). Information technology adoption by small businesses in minority and ethnic communities. Paper presented at the Proceedings of the Annual Hawaii International Conference on System Sciences, Big Island, HI.

Richter, N. F., Schubring, S., Hauff, S., Ringle, C. M., & Sarstedt, M. (2020). When predictors of outcomes are necessary: Guidelines for the combined use of PLS-SEM and NCA. Industrial management & data systems, 120(12), 2243-2267. https://doi.org/10.1108/IMDS-11-2019-0638

Ringle, C. M., Wende, S., & Becker, J.-M. (2015). SmartPLS 3. Boenningstedt: SmartPLS GmbH. Disponível em: http://www.smartpls.com. Acesso em: 15 nov. 2020.

Robertson, J., Botha, E., Walker, B., Wordsworth, R., & Balzarova, M. (2022). Fortune favours the digitally mature: the impact of digital maturity on the organisational resilience of SME retailers during COVID-19.International Journal of Retail & Distribution Management, 50(8-9), 1182-1204. https://doi.org/10.1108/IJRDM-10-2021-0514

Rosavina, M., Rahadi, R. A., Kitri, M. L., Nuraeni, S., & Mayangsari, L., (2019). P2P lending adoption by SMEs in Indonesia. Qualitative Research in Financial Markets, 11(2), 260–279. https://doi.org/10.1108//QRFM

Sangwan, V., Harshita, Prakash, P., & Singh, S., (2020). Financial technology: a review of extant literature. Studies in Economics and Finance, 37 (1), 71–88. https://doi.org/10.1108/SEF-07-2019-0270

Santarelli, E., & D'Altri, S. (2003). The Diffusion of E-commerce among SMEs: Theoretical Implications and Empirical Evidence. Small Business Economics, 21(3), 273–283. https://doi.org/10.1023/A:1025757601345

Sarango-Lalangui, P., Rodríguez, J., Tapia Carreño, K., & Galarza, B. (2023). Evolution and Trends in SME Digitization Research: A Bibliometric Analysis. Journal of technology management & innovation, 18(1), 53-66. https://doi.org/10.4067/S0718-27242023000100053

Schueffel, P., (2016). Taming the beast: a scientific definition of Fintech. Journal of Innovation Management, 4 (4), 32–54.

Shmueli, G., Sarstedt, M., Hair, J. F., Cheah, J. H., Ting, H., Vaithilingam, S., & Ringle, C. M. (2019). Predictive model assessment in PLS-SEM: guidelines for using PLSpredict. European Journal of Marketing, 53(11), 2322-2347. https://doi.org/10.1108/EJM-02-2019-0189.

Smith, M. (2007). "Real" managerial differences between family and non-family firms. International Journal of Entrepreneurial Behaviour and Research, 13(5), 278-295. https://doi.org/10.1108/13552550710780876

Srivastava, S. C., & Shainesh, G., 2015. Bridging the service divide through digitally enabled service innovations: evidence from Indian health care service providers. MIS Quart. 39 (1), 245–268. https://www.jstor.org/stable/26628349.

Streukens, S., & Leroi-Werelds, S. (2016). Bootstrapping and PLS-SEM: A step-by-step guide to get more out of your bootstrap results. European Management Journal, 34(6), 618–632. https://doi.org/10.1016/j.emj.2016.06.003

Subramaniam, M., Iyer, B., & Venkatraman, V. (2018). Competing in digital ecosystems. Business Horizons. https://doi.org/10.1016/j.bushor.2018.08.013.

Sudarnice, S., Eliyana, A., Sutoyo, M. N., & Sumerta, I. K. (2024). Technology adoption in the measurement of innovation performance in SMEs: A systematic literature review. Journal of Infrastructure, Policy and Development, 8(8), 5138. https://doi.org/10.24294/jipd.v8i8.5138

Svahn, F., Mathiassen, L., & Lindgren, R. (2017). Embracing digital innovation in incumbent ﬁrms: how Volvo Cars managed competing concerns. MIS Quarterly. 41. 239-253. https://10.25300/MISQ/2017/41.1.12.

Thong, J. Y. L., Yap, C. S., & Raman, K. S. (1993). Top management support in small business information systems implementation: how important is it? Proceedings of the 1993 conference on Computer personnel research, 416–425. https://doi.org/10.1145/158011.158256

Thong, J. Y. L., & Yap, C. S. (1995). CEO characteristics, organizational characteristics and information technology adoption in small businesses. Omega, 23(4), 429-442. https://doi.org/10.1016/0305-0483(95)00017-I

Vial, G. (2019). Understanding digital transformation: a review and a research agenda. The Journal of Strategic Information Systems, 28(2), 118–144. https://doi.org/10.1016/j.jsis.2019.01.003

Wenzel, M., Wagner, D., Wagner, H.-T., & Koch, J. (2015). Digitization and path disruption: an examination in the funeral industry. In: European Conference of Information Systems, Munster, Germany.