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UNIVERSIDADE ESTADUAL DE CAMPINAS Instituto De Geociências UNIVERSIDADE ESTADUAL DE CAMPINAS Instituto de Geociências PIETRO PIZÃO GONZALEZ Serviços de Compartilhamento de Veículos no Brasil: Uma investigação sob a perspectiva da Inovação em Modelos de Negócio CAMPINAS 2020 PIETRO PIZÃO GONZALEZ Serviços de Compartilhamento de Veículos no Brasil: Uma investigação sob a perspectiva da inovação em modelos de negócio DISSERTAÇÃO APRESENTADA AO INSTITUTO DE GEOCIÊNCIAS DA UNIVERSIDADE ESTADUAL DE CAMPINAS PARA OBTENÇÃO DO TÍTULO DE MESTRE EM POLÍTICA CIENTÍFICA E TECNOLÓGICA ORIENTADOR: PROF. DR. RUY DE QUADROS CARVALHO ESTE EXEMPLAR CORRESPONDE À VERSÃO FINAL DA DISSERTAÇÃO DEFENDIDA PELO ALUNO PIETRO PIZÃO GONZALEZ E ORIENTADA PELO PROF. DR. RUY DE QUADROS CARVALHO CAMPINAS 2020 Ficha catalográfica Universidade Estadual de Campinas Biblioteca do Instituto de Geociências Marta dos Santos - CRB 8/5892 Gonzalez, Pietro Pizão, 1994- G589c GonServiços de compartilhamento de veículos no Brasil : uma investigação sob a perspectiva da inovação em modelos de negócio / Pietro Pizão Gonzalez. – Campinas, SP : [s.n.], 2020. GonOrientador: Ruy de Quadros Carvalho. GonDissertação (mestrado) – Universidade Estadual de Campinas, Instituto de Geociências. Gon1. Negócios. 2. Inovação. 3. Compartilhamento de veículos - Brasil. I. Carvalho, Ruy de Quadros, 1953-. II. Universidade Estadual de Campinas. Instituto de Geociências. III. Título. Informações para Biblioteca Digital Título em outro idioma: Carsharing services in Brazil : an investigation from the business model innovation's perspective Palavras-chave em inglês: Business Innovation Carsharing - Brazil Área de concentração: Política Científica e Tecnológica Titulação: Mestre em Política Científica e Tecnológica Banca examinadora: Ruy de Quadros Carvalho [Orientador] André Tosi Furtado Eduardo Raupp de Vargas Data de defesa: 25-11-2020 Programa de Pós-Graduação: Política Científica e Tecnológica Identificação e informações acadêmicas do(a) aluno(a) - ORCID do autor: https://orcid.org/0000-0002-2922-0299 - Currículo Lattes do autor: http://lattes.cnpq.br/7603251519960112 Powered by TCPDF (www.tcpdf.org) UNIVERSIDADE ESTADUAL DE CAMPINAS INSTITUTO DE GEOCIÊNCIAS AUTOR: PIETRO PIZÃO GONZALEZ Serviços de Compartilhamento de Veículos no Brasil: Uma investigação sob a perspectiva da inovação em modelos de negócio ORIENTADOR: PROF. DR. RUY DE QUADROS CARVALHO Aprovado em: 25 / 11 / 2020 EXAMINADORES: Prof. Dr. Ruy de Quadros Carvalho - Presidente Prof. Dr. André Tosi Furtado Prof. Dr. Eduardo Raupp de Vargas A Ata de Defesa assinada pelos membros da Comissão Examinadora consta no processo de vida acadêmica do aluno. Campinas, 25 de novembro de 2020. DEDICATÓRIA Dedico este trabalho a meus pais, avós, irmãos e à minha amiga e parceira Paula por todo apoio e carinho que todos eles têm me cercado em minha jornada. Dedico também ao meu bisavô Rui, meu segundo pai, que hoje está no plano espiritual, mas que me acompanhará sempre. Sem eles, não estaria onde estou hoje. AGRADECIMENTOS Em primeiro lugar, agradeço ao meu orientador, prof. Dr. Ruy de Quadros Carvalho por todo apoio, orientação e expertise. Sem dúvida, uma excelente orientação e apoio dentro e fora da academia. Agradeço também todo o corpo docente e funcionários pertencentes ao DPCT, pesquisadores e profissionais dedicados e comprometidos com a investigação de alta qualidade. Agradeço também meus colegas do mestrado. Uma breve companhia oportuna para ampliar meus próprios horizontes, inserindo outras perspectivas à minha formação. O presente trabalho foi realizado com apoio da Coordenação de Aperfeiçoamento de Pessoal de Nível Superior – Brasil (CAPES) – Código de Financiamento 001. EPÍGRAFE Somos o que fazemos, mas somos, principalmente, o que fazemos para mudar o que somos Eduardo Galeano RESUMO Nas duas últimas décadas, empresas como Apple, Boeing, Coca-Cola, e General Electric, outrora dedicadas primordialmente ao desenho, produção e venda de produtos, têm se movido a jusante em suas cadeias de valor. Conhecido como servitização, esse fenômeno tem se difundido a partir de determinantes econômicos, tecnológicos, e, mais recentemente, institucionais. Nesse contexto, tem crescido o carsharing (compartilhamento de veículos), como uma nova oportunidade de negócio. Entendido como o acesso de curta duração a uma frota de veículos compartilhada por um grupo de pessoas, a atividade tem atraído a atenção de startups de tecnologias, locadoras de veículos e também de montadoras de veículos como a Daimler-Benz, BMW, General Motors e a Ford. Paralelamente, o carsharing também tem despertado interesse por parte da literatura acadêmica que o tem explorado olhando para seus impactos ambientais, implicações para política pública e seus diferentes modelos de negócio. Apesar de crescente, a literatura pouco tem abordado a atividade no Brasil, tampouco discutido os modelos de negócio aqui vigentes. A presente dissertação busca endereçar essa lacuna a partir de um estudo exploratório envolvendo estudos de caso múltiplos com 4 das 7 operadoras instaladas no Brasil em 2019. Tomando por base o conceito de Modelo de Negócio e de Inovação em Modelos de Negócio, as empresas são caracterizadas e analisadas individualmente e em conjunto. Os resultados apontam não somente para modelos de negócio análogos aos já discutidos pela literatura, mas também a necessidade de inclusão de mais uma categoria: carsharing business-to-business. Futuras investigações são necessárias para averiguar a existência de variações nesse modelo. Palavras-chave: Modelos de Negócio; Inovação em Modelos de Negócio; carsharing; Brasil. ABSTRACT Over the past few decades, product firms such as Apple, Boeing, Coca-Cola, and General Electric have been changing the way they do business, moving downstream on their value chains and adopting servitization. In the background, there are economic, technological, and, more recently, institutional changes in motion promoting these changes. Under this phenomenon, carsharing is gaining room as a new business opportunity. Defined as short-term access to a car fleet shared by a group of people, carsharing is calling attention from startups, car rental companies, and car manufacturers alike. At the same time, academic literature is also presenting a growing interest in the activity, investigating its environmental impacts, implications to public policies, and even its different business models. Despite this, studies regarding Brazilian carsharing are scarce, and even fewer are dedicated to local business models. This dissertation was written so to address this gap using a study case methodology for 4 Brazilian operators. Starting with the Business Model and Business Model Innovation concept, all the firms are characterized and analyzed. Results reinforce previous business model categorization in literature with the need to add another category: carsharing business-to-business. Future researches are needed to verify the existence of possible subtypes for this business model. Keywords: Business Model; Business Model Innovation; carsharing; Brazil. LISTA DE FIGURAS Figura 1 - Processo de construção de pesquisas em estudo de caso. Fonte: Eisenhardt (1989b), adaptado. ................................................................................................................................... 19 Figura 2 - Representação do Modelo de Negócio da Ryanair. Fonte: Casadessus-Masanell e Ricart (2010), adaptado. ........................................................................................................... 35 Figura 3 - Categorização dos Modelos de Negócio em carsharing. Fonte: Remane et. al. (2016), adaptado. ...................................................................................................................... 63 Figura 4 - Business Model Canvas. Fonte: Osterwalder e Pigneur (2020 [2010]), adaptado. 78 Figura 5 - Categorização de modelos de negócio para OCVs a partir dos resultados dos estudos de caso. Fonte: Estudos de caso realizados. .............................................................. 106 Figura 6 - Processo de busca, filtragem e limpeza dos dados obtidos. Fonte: Zupic e Čater (2015), adaptado. .................................................................................................................... 141 LISTA DE QUADROS Quadro 1 - Operadoras encontradas, local da sede, situação junto à pesquisa, dados do informante e local de entrevista. Fonte: Entrevistas. ................................................................ 20 Quadro 2 - Definições para modelo de negócio e seus elementos. Fonte: Linder e Cantrell (2000), Amit e Zott (2001), Magretta (2002), Chesbrough e Rosenbloom (2002), Chesbrough (2007), Casadesus-Masanell e Ricart (2010), Teece (2010) e Amit e Zott (2012;2010). ........ 31 Quadro 3 - Artigos sobre carsharing mais citados e seus respectivos temas. Fonte: Scopus, WoS e Scielo. ........................................................................................................................... 52 Quadro 4 - Os quatro artigos mais citados por faixa de tempo (continua). .............................. 52 Quadro 5 - OCVs e cooperativas em operação na Alemanha, por tipo e características de seu modelo de negócio. Fonte: Münzel et. al. (2018), adaptado. ................................................... 59 Quadro 6 - Comparativo entre os arquétipos de Cohen e Kietzmann (2014), Münzel et. al. (2018) e Remane et. al. (2016) (continua). ............................................................................... 61 Quadro 7 - Artigos captados em análise
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