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https://www.prod.org.br/article/doi/10.1590/0103-6513.014611
Production
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Cocriação de valor no transporte rodoviário de carga fracionada: um estudo de caso

Silva, Max Roberto da; Borges, Igor Roberto; Pereira, Giancarlo Medeiros; Borchardt, Miriam; Sellitto, Miguel Afonso

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Resumo

Este artigo investiga se a cocriação de valor pode ser aplicada pelos prestadores de serviços de transporte. O estudo focalizou os transportadores e operadores logísticos. Um estudo de caso múltiplo foi realizado. Constructos afetos ao tema cocriação de valor foram extraídos da literatura para a consolidação da fundamentação teórica da pesquisa. Os seguintes tópicos foram investigados: demandas de valor dos compradores, critérios utilizados pelos compradores para avaliar o valor oferecido pelos prestadores de serviços e a possibilidade de cocriação de valor entre os compradores e vendedores. Os achados apontam duas principais barreiras para a cocriação de valor nos serviços de transporte, a saber: um grande número de prestadores de serviços (o que força os provedores de serviço a focalizar essencialmente a dimensão custo dos serviços) e as exigências dos clientes. A combinação dos referidos elementos sugere a impossibilidade de adoção de cocriação no contexto estudado. Esses resultados também podem indicar a existência de um limite inferior para a abordagem de valor no setor de serviços (por caso, nos serviços de transporte de carga).

Palavras-chave

Cocriação de valor. Serviços. Transportes. Valor.

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