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A estratégia e a vantagem competitiva: estudo de caso Fintech Nubank
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Orientador(es)
Resumo(s)
O estudo de caso seguinte configura-se como sendo um esforço teórico/prático, que visa correlacionar os conceitos de estratégia e vantagem competitiva, para compreender como estes podem ser utilizados enquanto ferramentas potencializadoras do sucesso organizacional. No âmbito teórico encontram-se discutidos os principais conceitos e autores que guiam a construção da estratégia ou que apresentaram formas para se construir uma vantagem competitiva. A aplicação prática do estudo consistiu na busca de uma organização que, na sua trajetória, apresentasse alguma vantagem competitiva face à sua concorrência. Nesse sentido, o objeto de análise escolhido foi a fintech brasileira Nubank, fundada em 2013 e que, até aos dias de hoje, tem sido sinónimo de diferenciação no mercado financeiro brasileiro. Deste modo, o estudo de caso consiste na observação dos fatores de diferenciação dos produtos desenvolvidos pela organização. Esta observação procura compreender como a estratégia adotada pelo Nubank se configurou como um fator de competitividade para a organização.
ABSTRACT: This case study follows a configuration as a theoretical / practical effort, which aims to correlate the concepts of strategy and competitive advantage, to understand how these can be used as tools to enhance organizational success. At the theoretical level, the main concepts and authors that guide the construction of the strategy or which ways to create competitive advantages are discussed. The practical application of the study consisted in the search for an organization that in its trajectory has some competitive advantage over its competitors. In this sense, the object of analysis chosen was the brazilian fintech called Nubank, established in 2013 and that until the present day were the same synonyms of difference in the brazilian financial market. Thus, the case study consists in observing the differentiation factors of the products developed by the organization. This observation seeks to understand how the strategy adopted by Nubank was configured as a competitive factor for the organization.
ABSTRACT: This case study follows a configuration as a theoretical / practical effort, which aims to correlate the concepts of strategy and competitive advantage, to understand how these can be used as tools to enhance organizational success. At the theoretical level, the main concepts and authors that guide the construction of the strategy or which ways to create competitive advantages are discussed. The practical application of the study consisted in the search for an organization that in its trajectory has some competitive advantage over its competitors. In this sense, the object of analysis chosen was the brazilian fintech called Nubank, established in 2013 and that until the present day were the same synonyms of difference in the brazilian financial market. Thus, the case study consists in observing the differentiation factors of the products developed by the organization. This observation seeks to understand how the strategy adopted by Nubank was configured as a competitive factor for the organization.
Descrição
Palavras-chave
Estratégia Competitividade Diferenciação Nubank Strategy Competitiveness Differentiation
Contexto Educativo
Citação
ARGOLO, Thais ; ROCHA, Fernando ; CHAVES, Valteir (2019) - A estratégia competitiva : estudo de cado Fintech Nubank = Strategy and competitive advantage : Fintech Nubank case study. GESTIN. ISSN 1645-2534. Ano 15, nº 18/19, p. 393-403.
Editora
Escola Superior de Gestão de Idanha-a-Nova