Como a COVID-19 influenciou mudanças em um modelo de negócios de plataforma de uma startup? Estudo de caso da Alloy
DOI:
https://doi.org/10.5902/1983465972335Palavras-chave:
COVID-19, Startup, Modelo de Negócios de PlataformaResumo
Objetivo – Este estudo tem como objetivo identificar as mudanças em um modelo de negócio de plataforma (PBM) de uma startup devido ao COVID-19, considerando as propriedades de proposta de valor, criação de valor e captura de valor em três períodos: Pré-COVID-19, Durante COVID-19 e quase Pós-COVID-19.
Metodologia – Esta pesquisa qualitativa indutiva é baseada em um estudo de caso longitudinal e único da Alloy, uma startup brasileira, que teve que alterar seu PBM devido à pandemia do COVID-19. Os dados primários foram coletados por meio de entrevistas, complementados por dados secundários, como documentos e vídeos. Dados coletados se referem ao período de agosto de 2019 a julho de 2023. A análise dos dados foi realizada seguindo a abordagem de análise de conteúdo.
Resultados – Devido ao cenário do COVID-19, a Alloy teve que mudar seu PBM modificando sua proposta de valor, criação de valor e captura de valor, passando o foco de uma plataforma de transações para uma plataforma de inovação. Embora a escalabilidade tenha diminuído devido ao COVID-19, as mudanças no PBM permitiram aumentasse suas externalidades de rede, o que pode influenciar o retorno à escala e aproximá-la do sucesso com seu PBM.
Limitações/implicações da pesquisa – Como limitação, este estudo se concentra em um estudo de caso único. Apesar de sua singularidade, novos casos podem ajudar a sustentar nossos achados.
Originalidade/Valor – A originalidade deste estudo está em poder seguir os passos de uma startup com PBM durante o período de COVID-19. Em complemento, foi desenvolvido um modelo conceitual para identificar as mudanças da Alloy e as oportunidades de sucesso com seu PBM, o que pode ser útil para acadêmicos e profissionais.
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