CHARACTERIZATION OF BUSINESS MODELS BY THE LOGIC OF TRANSACTION COST ECONOMICS

Hugo Moreira de Oliveira, Ricardo Messias Rossi, Mauro Caetano de Souza

Abstract


O presente estudo tem por objetivo caracterizar modelos de negócios sob a lógica das estruturas de governança. Embora a abordagem sobre modelos de negócios seja amplamente discutida na literatura, nota-se limitações no consenso sobre seu conceito e quais os elementos mínimos que os caracterizam. Com base na fundamentação teórica sobre o assunto, ao inserir-se a ótica da Economia dos Custos de Transação (ECT), teoria amplamente utilizada na administração estratégica, buscou-se identificar o conjunto de elementos que constitui um modelo de negócios a partir das perspectivas da ECT. Foram identificados sete elementos: “recursos e competências”, “estrutura de custos”, “canais de distribuição”, “parcerias”, “proposta de valor”, “segmentos de clientes” e “estrutura de governança”. Tais elementos são representados em um modelo gráfico, de formato circular, dividido em quatro camadas. Para estudos futuros, sugere-se a aplicação prática do modelo de negócio aqui proposto, com o propósito de testar sua eficácia e validação empírica.


Keywords


Business model. Transaction cost economics. Governance structure.

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Iberoamerican Journal of Strategic Management  e-ISSN: 2176-0756