Desenvolvimento de modelos de negócios em startups: Um estudo sobre causalidade, effectuation e bricolagem
DOI:
10.14211/regepe.esbj.e2535Palavras-chave:
Modelos de Negócios, Effectuation, Bricolagem, CausalidadeResumo
Objetivo: Investigar como causalidade, effectuation e bricolagem interagem com os componentes do modelo de negócio no ciclo de vida da startup, criando dinâmicas não previstas em abordagens lineares tradicionais para o planejamento de negócios. Metodologia: Aplicamos a abordagem de templates alternativos de Langley para comparar a incidência dessas lógicas em um empreendimento de biotecnologia, da ideação à expansão. Principais resultados: A natureza mais estática e limitada da bricolagem na fundação da startup parece ter bloqueado a proposta de valor inicial, que não mudou ao longo do tempo. Em contraste, os elementos de effectuation utilizados deram à startup flexibilidade em áreas como produção e distribuição, permitindo um rápido crescimento. Elementos de causation foram encontrados durante a trajetória para estabilizar e trazer eficiência à operação. Contribuição teórica: O uso das três lógicas impactou diferentes componentes do modelo de negócios de diferentes maneiras em diferentes momentos, mas juntos geraram sinergias, permitindo endereçar simultaneamente as forças contraditórias e paradoxais do ambiente regulatório, a dificuldade de desenvolver produtos viáveis e se adaptar aos requisitos dinâmicos de escala de produção, marketing e distribuição, para clientes geográfica e socialmente diversos. Relevância: Atendemos ao chamado de McKelvie por mais estudos empíricos explorando o uso dessas abordagens no desenvolvimento de empreendimentos, com uma descrição rica da evolução de uma startup no setor de biotecnologia brasileiro. Contribuição em gestão: A principal contribuição é ajudar os empreendedores a compreenderem melhor como usar conceitos e técnicas de modelagem de negócios no desenvolvimento de suas startups, considerando essas racionalidades alternativas.
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