Novembro 2019 vol. 2 num. 6 - 12º Congresso Brasileiro de Inovação e Gestão de Desenvolvimento de Produto

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INSTRUMENTO PARA CAPTURA DE VALOR DE OFERTAS PSS SUSTENTÁVEL PARA A SECAGEM E ARMAZENAGEM DE GRÃOS

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Lermen, Fernando Henrique ; Ribeiro, José Luis Duarte ; Márcia Elisa Soares, ; Martins, Vera Lúcia Milani ; , ;

Article:

A teoria do valor capturado postula que o lucro potencial na entrega de uma oferta de produtos e serviços é avaliado por meio da relação preço e desempenho, características do produto e do serviço e das competências da empresa. Este estudo trata da captura do valor em ofertas Sustainable Product-Service System (S-PSS). O objetivo deste estudo é desenvolver um instrumento de coleta de dados para capturar valor de ofertas S-PSS para a secagem e armazenagem de grãos desenvolvido para agricultores. O instrumento foi concebido visando o emprego de análises de cenários por meio de técnica de modelagem de dados de preferência como Conjoint Analysis (Choice-based Conjoint e Menu-based Choice), associadas e modelos econométricos com abordagem (Willingness-to-pay) para mensurar o quanto o consumidor está disposto a pagar por determinada oferta. O instrumento foi planejado para associar as respostas à dados socioeconômicos e de propensão à sustentabilidade do agricultor. Os cenários dos produtos foram planejados para ofertas da secagem e armazenagem de grãos, serviços de gestão de dados, opção de compra ou aluguel e a disposição a pagar do agricultor pela aquisição e demais serviços adicionais. Este artigo apresenta a validação por conteúdo do instrumento.

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Palavras-chave: Valor capturado; Conjoint; Willingness-to-pay; Agricultura; Pós-colheita,

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DOI: 10.5151/cbgdp2019-75

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Como citar:

Lermen, Fernando Henrique; Ribeiro, José Luis Duarte; Márcia Elisa Soares, ; Martins, Vera Lúcia Milani; , ; "INSTRUMENTO PARA CAPTURA DE VALOR DE OFERTAS PSS SUSTENTÁVEL PARA A SECAGEM E ARMAZENAGEM DE GRÃOS", p. 1036-1046 . In: Anais do 12º Congresso Brasileiro de Inovação e Gestão de Desenvolvimento de Produto. São Paulo: Blucher, 2019.
ISSN 2357-7592, DOI 10.5151/cbgdp2019-75

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