Modelo baseado em tecnologia digital para negócios sustentáveis: estudo de caso da BikePoa como um exemplo
DOI:
https://doi.org/10.5902/1983465932759Palavras-chave:
Sustentabilidade Ambiental, Economia Compartilhada, Tecnologia Digital, BicicletaResumo
Desastres ambientais atribuídos ao aquecimento global, fortes pressões midiáticas em direção a um consumo ecologicamente sustentável, dão lugar a formas alternativas de consumo verde e sustentável, como a economia compartilhada. Padrão crescente no comportamento de consumo, é baseado no acesso e reutilização de produtos para utilizar capacidade ociosa. A economia compartilhada possui o potencial de trazer eficácia para práticas empresariais sustentáveis.
O objetivo da pesquisa é propor um modelo baseado em tecnologia para negócios sustentáveis usando a tecnologia como mediador entre os agentes econômicos compartilhados sob a lente da Teoria Ator-Rede (ANT). Escolhemos, como amostra, o sistema de compartilhamento de bicicletas BikePoa, que possui 40 estações e mais de 2.000 bicicletas, em toda a cidade de Porto Alegre, no Brasil. A metodologia de pesquisa seguiu a netnografia participante-observacional de Kozinets (2006). Foram realizadas 23 entrevistas pessoais com usuários e 7 com o fornecedor dos funcionários, e depois, através do Google Docs, 251 questionários foram selecionados. Os resultados no estudo de caso, apontam para dois fatores diferentes: indutores e fornecedores dos consumidores, fatores de conexão.
Downloads
Referências
Abrahams R. D. (1969). Foreword in Turner. V. – The Ritual Process: Structure and Anti-Structure. Aldine De Gruyter(eds): New York.
Adomavicius, G., Tuzhilin, A. (2005). Personalization technologies: a process-oriented perspective. Communications of the ACM, 48(10), 83-90. DOI: 10.1145/1089107.1089109.
Bardhi, F., Eckhardt, G.M. (2012) Access-Based Consumption: The Case of Car Sharing, Journal of Consumer Research, Vol. 39, DOI: 10.1086/666376
Bardhi, F., Eckhardt, G. M., Arnould, E. J. (2012). Liquid relationship to possessions. Journal of Consumer Research, 39(3), 510-529. DOI: 10.1086/664037
Banister, D. (2008). The sustainability mobility paradigm. Transport Policy, 15, 73-80. DOI: 10.1016/j.tranpol.2007.10.005
Belk R. W. (2010) Sharing. Journal of Consumer Research 365: 715–734. DOI: 10.1086/612649
Belk, R. (2013). You are what you can access: Sharing and collaborative consumption online. Journal of Business Research, 67(8), 1595-1600. DOI: 10.1016/j.jbusres.2013.10.001
BikePoa (2017). BikePoa web site, Available in: https://bikepoa.tembici.com.br/ Accessed. in Dec. 8th 2017.
Bettany, S.M., Kerrane, B., Hogg, M.K. (2014) The material-semiotics of fatherhood: The co-emergence of technology and contemporary fatherhood, Journal of Business Research, 67: 1544-1551. DOI: 10.1016/j.jbusres.2014.01.012
Botsman, R., Rogers, R. (2011). O que é meu é seu: como o consumo colaborativo vai mudar o nosso mundo. Bookman Editora, SP.
Botsman, R. (2015). Defining The Sharing Economy: What Is Collaborative Consumption–And What Isn’t. Fastcoexist. com, 27.
Bradley, K., Pargman, D. (2017). The sharing economy as the commons of the 21st century. Cambridge Journal of Regions, Economy and Society, DOI: 10.1093/cjres/rsx001.
Breidbach, C. F., Brodie, R. J. (2017). Engagement platforms in the sharing economy: conceptual foundations and research directions. J. of Serv. Theory and Practice, 27(4). DOI: 10.1108/JSTP-04-2016-0071.
Bryman, A. (2011). Business research methods. Bell, Emma, 1968- (3rd ed.). Cambridge: Oxford University Press.
Canniford, R., Shankar, A. (2016). Post-dualistic consumer research: nature-cultures and cyborg consumption. in Assembling consumption: Researching actors, networks and markets. Chapter 10, p. 135-151 Ed. Routledge.
Carbonaro, G, Leanza E., McCann, P.; Medda, G. (2016) Demographic Decline, Population Aging, and Modern Financial Approaches to Urban Policy, International Regional Science Review, Nov 10. DOI: 10.1177/0160017616675916
Chesbrough, H. (2010). Business model innovation: Opportunities and barriers. Business Models, 43(2/3), 354—363. DOI: 101016/j.lrp.2009.07.010
Cohen, B., Kietzmann, J. (2014). Ride on! Mobility business models for the sharing economy. Organization and Environment, 27(3), 279—296. DOI: 10.1177/1086026614546199
Corciolani, M., Dalli, D. (2014). Gift-giving, sharing and commodity exchange at Bookcrossing. com: new insights from a qualitative analysis. Management Decision, 52(4), 755-776. DOI: 10.1108/MD-03-2012-0241.
Deleuze, Gilles, and Guattari, Félix. (1987). A thousand plateaus. Translated by Brian Massumi. Minneapolis: University of Minnesota Press.
Dharwadkar, B., George, G., Brandes, P. (2000). Privatization in emerging economies: An agency theory perspective. Academy of Management Review, 25, 650-669. Available at: http://ink.library.smu.edu.sg/lkcsb_research/4632
Dobscha S., Arsel Z. (2011). Hybrid Prosocial Exchange Systems: The case of Freecycle. Presented at the ACR’s Association of Consumer Research, St. Louis, MO
Eisenhardt, K. (1989). Agency theory: An assessment and review. Academy of Management Review, 14, 57-74. DOI: 10.2307/258191
Evans, D. S., Schmalensee, R. (2016). Matchmakers: the new economics of multisided platforms. Harvard Business Review Press.
Fitzsimmons, J.A (1985) Consumer Participation and Productivity in Service Operations, Interfaces 15(3):60-67. DOI: 10.1287/inte.15.3.60.
Hamari, J., Sjöklint, M., Ukkonen, A. (2016). The sharing economy: Why people participate in collaborative consumption. Journal of the Association for Information Science and Technology, 67(9), 2047-2059. DOI: 10.1002/asi.23552
Hartl, B., Hofmann, E., Kirchler, E. (2016). Do we need rules for “what's mine is yours”? Governance in collaborative consumption communities. Journal of Business Research, 69(8), 2756-2763. DOI: 10.1016/j.jbusres.2015.11.011
Harvey, J., Smith, A., Golightly, D., (2017) Giving and sharing in the computer-mediated economy, Journal of Consumer Behaviour, 16: 363–371. DOI: 10.1002/cb.1499
Hellwig, K., Belk, R., Morhart, F. (2015). Shared moments of sociality: embedded sharing within peer-to-peer hospitality platforms. ACR North American Advances. Available at http://www.acrwebsite.org/volumes/1019929/volumes/v43/NA-43.
Humphreys, A., Grayson, K. (2008) The Intersecting Roles of Consumer and Producer: A Critical Perspective on Co-production, Co-creation and Prosumption, Sociology Compas , v.2 , n,3 DOI: 10.1111/j.1751-9020.2008.00112.x
Kozinets RV. 2006. Netnography 2.0. In Belk RW (eds). Handbook of Qualitative Research Methods in Marketing. Edward Elgar: Cheltenham.
Lamberton, C. P., Rose, R. L. (2012). When is ours better than mine? A framework for understanding and altering participation in commercial sharing systems. Journal of Marketing, 76(4), 109—125. DOI: 10.1509/jm.10.0368
Langer R., Beckman S.C. (2005). Sensitive research topics: netnography revisited. Qualitative Market Research: An International Journal 8(2): 189–203. DOI: 10.1108/13522750510592454.
Lanier, C.D, Schau, H.J. (2007), Culture and Co-Creation: Exploring Consumers’ Inspirations and Aspirations for Writing and Posting On-Line Fan Fiction, in Russell W. Belk, John F. Sherry (ed.) Consumer Culture Theory (Research in Consumer Behaviour, Volume 11) Emerald Group Publishing Limited, pp.321 – 323.
Latour, B. (2012). Reagregando o social. Salvador: Ed ufba, 2012; Bauru. São Paulo.
Leite, A. M.A; Ferreira Filho, J.; Cabral, A. C A.;Santos, S.M.; Pessoa, M. N.M ( 2015) Visão compartilhada e comprometimento organizacional: um estudo de caso na Embracon- Empresa Brasileira de Consórcios, Revista de Administração da UFSM, v.8, n3, 482-498, Jul-Set.
Maclaran P., Catterall, M. (2000). Analysing qualitative data: computer software and the market research practitioner. Qualitative Market Research: An International Journal 5(1): 28–39. DOI: 10.1108/13522750210414490
Martin, E., Shaheen, S., Lidicker, J. (2010). Carsharing’s impact on household vehicle holdings: Results from a North American shared-use vehicle survey. Journal of the Transportation Research Board, 2143, 150-158. DOI: 103141/2143-19
Martin, C. J. (2016). The sharing economy: A pathway to sustainability or a nightmarish form of neoliberal capitalism? Ecological Economics, 121, 149-159. DOI: 101016/j.ecolecon.2015.11.027
Matzler, K., Veider, V., Kathan, W. (2015). Adapting to the sharing economy. MIT Sloan Management Review, 56(2), 71—77.
Muller, M., (2015a). A half-hearted romance? A diagnosis and agenda for the relationship between economic geography and Actor-Network Theory (ANT). Progr. Human Geogr. 39 (1), 65–86. DOI: 10.1177/0309132513518833
Muller, M (2015 b) Assemblages and Actor‐networks: Rethinking Socio‐material Power, Politics and Space Geography Compass 9/1 27–41, DOI: 10.1111/gec3.121 92
Mohlmann, M. (2015). Collaborative consumption: Determinants of satisfaction and the likelihood of using a sharing economy option again. J. of C. Behavior, 14(3), 193—207. DOI: 10.1002/cb.1512.
Mont, O. (2002) Clarifying the concept of Product-Service System, Journal of Cleaner Production 10(3):237-245. DOI: 10.1016/S0959-6526(01)00039-7.
Ostrom, A. L., Parasuraman, A., Bowen, D. E., Patricio, L., Voss, C. A. (2015). Service research priorities in a changing context. Journal of Service Research, 18(2), 127-159. DOI: 10.1177/1094670515576315
Parsons E., Maclaran P. (2009). Unpacking disposal: introduction to the special issue. Journal of Consumer Behaviour 8: 301–304. DOI: 10.1002/cb.294
Pera, R., Viglia, G., Furlan, R. (2016). Who am I? How compelling self-storytelling builds digital personal reputation. Journal of Interactive Marketing, 35, 44-55. DOI: 10.1016/j.intmar.2015.11.002
PricewaterhouseCoopers. (n.d.). The sharing economy — Sizing the revenue opportunity. Retrieved December 18, 2017, from http://www.pwc.co.uk/issues/megatrends/collisions/ sharingeconomy/the-sharing-economy-sizing-the-revenue opportunity.jhtml
Prothero, A., Dobscha, S., Freund, J., Kilbourne, W. E., Luchs, M. G., Ozanne, L. K., (2011). Sustainable consumption: Opportunities for consumer research and public policy. Journal of Public Policy and Marketing, 30(1), 31—38. DOI: 10.1509/jppm.30.1.31.
Ritzer, G., Jurgenson, N. (2010) Production, Consumption, Prosumption: The nature of capitalism in the age of the digital ‘prosumer’, Journal of Consumer Culture, Volume: 10 n.1, 13-36. DOI: 10.1177/1469540509354673
Scaraboto, D. (2015). Selling, sharing, and everything in between: The hybrid economies of collaborative networks. Journal of Consumer Research, 42(1), 152-176. DOI: 10.1093/jcr/ucv004
Shaheen, S., Guzman, S., Zhang, H. (2010). Bikesharing in Europe, the Americas, and Asia: Past, present, and future. Transportation Research Record, 2143, 159-167. DOI: 10.3141/2143-20
Sherry J F. (1983). Gift Giving in Anthropological Perspective. The Journal of Consumer Research 10(2): 157–168.
Schor, J. B. (2014) Debating the sharing economy. Available in: http://www.greattransition.org/publication/debating-the-sharing-economy . Accessed in October, 25 2017.
Stead, J. G., Stead, W. E. (2013). The coevolution of sustainable strategic management in the global marketplace. Organization & Environment, 26, 162-183. DOI: 10.1177/1086026613489138
Turner V. (1969). The Ritual Process: Structure and Anti-Structure, Aldine De Gruyter (eds): New York.
Weinberger M. F., Wallendorf, M. (2011). Intracommunity gifting at the intersection of contemporary moral and market economies. Journal of Consumer Research 39: 74–92. DOI: 10.1086/662198.
Whittle, A., & Spicer, A. (2008). Is actor network theory critique? Organization Studies, 29(4), 611- 629. DOI: 10.1177/0170840607082223
Wooten D. B., Wood S. L. (2004). In the Spotlight: The Drama of Gift Reception. In Otnes CC, Lowrey TM (eds). Contemporary Consumption Rituals: A Research Anthology. Mahwah, NJ: Erlbaum; 213–36
Downloads
Publicado
Como Citar
Edição
Seção
Licença
Autores de artigos publicados pela ReA/UFSM mantêm os direitos autorais de seus trabalhos, licenciando-os sob a licença Creative Commons Attribution CC-BY, que permite que os artigos sejam reutilizados e distribuídos sem restrição, desde que o trabalho original seja corretamente citado.
