Criação de valor na economia compartilhada: proposta e análise de um framework conceitual sob a perspectiva da sustentabilidade

Abstract

The Sharing Economy is considered a new production system that has been disseminated globally since 2010, increasing academics and entrepreneurs' interest. This work relates Value Creation in this context from the perspective of the dimensions of sustainability. To date, little is found in the literature on value creation in sharing economy organizations, and the growing expansion of this business model requires research on business management. Thus, this research has as the main objective to develop and test a framework for creating sustainable value in the sharing economy, an interconnection not previously found in the literature. Factors that enable the creation of value were identified based on the value creation and sustainability literature: strategic management, stakeholder management, operations management, and their respective sub-factors. From the literature on the sharing economy, we also identify seven characteristics regarding this context: temporary access; the alternative of sustainable consumption; convenience; collaborative lifestyle; belonging in a community; experience; and digital presence. The proposed conceptual framework lists the factors and sub-factors of value creation identified with the characteristics of SE. This framework was applied through case studies in three companies in the fashion sector that operate in the offline context. The data were collected through semi-structured interviews, and documents sent by the companies. For data analysis, the content analysis technique was adopted, using the Atlas.ti software, to organize and categorize the data collected. From the empirical evidence, it was verified which of the subfactors identified in the conceptual framework contribute to creating sustainable value for companies, adding factors that emerged in the empirical study. Finally, based on the empirical evidence, seven propositions were elaborated through identifying strong relationships between the characteristics of the SE raised and the sub-factors that enable the creation of sustainable value. As a theoretical contribution, the advance in the literature stands out from the integration of important and unrelated themes, so far, as well as the proposed conceptual framework presented. Among practical contributions, research can encourage business, know the market, and provide insights for academics and professionals by giving theoretical and empirical evidence of value creation in the sharing economy.