Creating Value through the Connection between Luna Education Stakeholders
Keywords:
Value creation, Technology, Marketplace, Education, EdtechAbstract
Brazilian education is considered one of the most deficient in the world, and it is in this context that Luna Educação is included, a company who seeks to improve public education through the creation of value arising from the use of technologies that connect public education stakeholders. Expanding the understanding of the student’s socioeconomic context, there was an opportunity to connect him/her to the job market, in a concept similar to the marketplace, where, again, the connection of these stakeholders generates value for both parties. Observing the current structure of Luna Educação and its products, there was a challenge to take advantage of this opportunity, which was the objective of this work. The proposed and implemented solution led to the implementation of process changes, analysis of internal and external resources, creation of alliances and technological innovation, so that it was possible to achieve the possibility of gaining the desired scale that would allow the creation of a new product that would connect high school students from public schools with the job market, creating a revenue line for Luna Educação and changing the lives of thousands of young people. Given the number of students in the Brazilian education system, there was a need for significant capital investment. In addition, this solution involves a significant level of complexity, as it is multifaceted, with the need to act in simultaneous initiatives, involving the company, public education agencies, teachers and students’ parents to overcome the challenge, including change from product development processes, use of large-scale printers to real-time reporting software.Downloads
References
Anderson, W., Fornell, C., & Lehmann, D. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden. Journal of Marketing, 58(1), 53-66.
Barney, J. B. (1991). Firm resources and sustained competitive advantage. Journal of Management, 3, 197-211.
Barney, J. B. & Hersterly, W. S. (2007). Administração estratégica e vantagem competitiva. São Paulo: Pearson.
Brasil (2014). Manual da aprendizagem: O que é preciso saber para contratar o aprendiz. Brasília: Ministério do Trabalho e Emprego. Recuperado de http://www.trabalho.gov.br/images/ Documentos/Aprendizagem/Manual_da_Aprendizagem2017.pdf.
Brasil (2018). Boletim da Aprendizagem Profissional, jan./jun. 2018. Brasília: Ministério do Trabalho e Emprego. Recuperado de http://trabalho.gov.br/images/Documentos/Aprendizagem/ boletin_jan_jun.pdf.
Brasil (2018). Casa Civil. Recuperado de http://www.planalto.gov.br/ccivil_03/LEIS/L10097. htm.
Brasil (2019). Prova Brasil. Brasília: Ministério da Educação. Recuperado de http://portal. mec.gov.br/prova-brasil.
Churchill, G., Jr., & Peter, P. (2000) Marketing: criando valor para os clientes (3a. ed.). São Paulo: Saraiva.
Cravera, A. (2012). The negentropic role of redundancy in the processes of value creation and extraction and in the development of competitiveness. Emergence: Complexity and Organization, 14(2), 100-115.
Fine, E. (2015). Emerging Markets Forum. YouTube. Disponível em: https://www.youtube. com/watch?v=CPRrnEgJZnI
Freeman, R. E. (1984). Strategic management: A stakeholder approach. Boston: Pitman.
Friedman, M. (1970). The social responsibility of business is to increase its profits. New York Times Magazine, 13(13), 32-33.
Grönroos, C. (2008). Service logic revisited: Who creates value? And who co-creates? European Business Review, 20(4), 298-314.
Instituto Brasileiro de Geografia e Estatística (IBGE) (2018). Pesquisa Nacional por Amostra de Domicílios Contínua – PNAD Contínua. Recuperado de https://www.ibge.gov.br/estatisticas/ multidominio/condicoes-de-vida-desigualdade-e-pobreza/9173-pesquisa-nacional- por-amostra-de-domicilios-continua-trimestral.html?edicao=22193&t=destaques
Instituto Nacional de Estudos e Pesquisas Educacionais Anísio Teixeira (Inep) (2017). Censo Escolar. Brasília: Ministério da Educação.
Koller, T., Goedhart, M. & Wessels, D. (2010). Valuation: Measuring and managing the value of companies.
Kotler, P. (1972) A Generic Concept of Marketing Journal of Marketing, 36, No. 2 (Apr.), pp. 46-54.
Marcondes, R. C., Miguel, L. A. P., Franklin, M. A., & Perez, G. (2017). Metodologia para elaboração de trabalhos práticos e aplicados em administração e contabilidade. São Paulo: Editora Mackenzie.
Othman, R. & Sheehan, N. T. (2011). Value creation logics and resource management: A review. Journal of Strategy and Management, 4(1), 5-24.
Pasquali, L. (2017). Psicometria: Teoria dos testes na psicologia e na educação. Petrópolis: Vozes.
Payne, A., Storbacka, K., Frow, P. & Knox, S. (2009). Co-creating brands: Diagnosing and designing the relationship experience. Journal of Business Research, 62(3), 379-389.
Porter, M. E. & Kramer, M. (2011). The big idea: Creating shared value: Rethinking Capitalism. Harvard Business Review, Jan./Feb. 2011. https://hbr.org/2011/01/the-big-idea-creating- shared-value Prahalad, C. K., Krishnan, M. S., & Serra, A. C. da C. (2008). A nova era da inovação. Rio de Janeiro: Elsevier.
Prahalad, C. K. & Ramaswamy, V. (2000). Co-opting customer competence. Harvard Business Review, Jan./Feb. 2000. Retrieved from https://hbr.org/2000/01/co-opting-customer-competence.
Prahalad, C.K., & Ramaswamy, V. (2004a). The future of competition: Co-creating unique value with customers. Boston: Harvard Business School Press.
Prahalad, C.K., & Ramaswamy, V. (2004b). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing. 18(3), 5-14.
Programa Internacional de Avaliação de Estudantes – Programme for International Student Assessment (Pisa, 2015). Disponível em: https://www.gov.br/inep/pt-br/areas-de-atuacao/avaliacao-e-exames-educacionais/pisa.
Ramaswamy, V. (2008). Co-creating value through customers’ experiences: the Nike case. Strategy & Leadership. 36(5), 9-14.
Ramaswamy, V. (2011). It’s about human experiences and beyond, to co-creation. Industrial Marketing Management. 40, 195-196.
Samant, S.M., & Sangle, S. (2016). A selected literature review on the changing role of stakeholders as value creators. World Journal of Science, Technology and Sustainable Development. 13(2), pp. 100-119.
Sartes, L. M. A & Souza-Formigoni, M. L. O. de (2013). Avanços na psicometria: Da Teoria Clássica dos Testes à Teoria de Resposta ao Item. Psicologia: Reflexão e Crítica, 26(2), 241-250.
Silveira, D. (2018). Desemprego entre os jovens é superior ao dobro da taxa geral, aponta IBGE. G1, ago. 2018. Recuperado de https://g1.globo.com/economia/noticia/2018/08/17/desemprego-entre-os-jovens-e-superior-ao-dobro-da-taxa-geral-aponta-ibge.ghtml Squads: o modelo de organização que vem tomando conta das startups. DigitalHouse, abr. 2018. Recuperado de https://www.digitalhouse.com/br/blog/o-que-e-squads-como-funciona.
Stabell, C. B., Fjeldstad, Ø. D. (1998). Configuring value for competitive advantage: on chains, shops and networks, Strategic Management Journal, 19(5), 413-437.
Stacey, R. D. (2010). Complexity and Organizational Reality: Uncertainty and the need to rethink management after the collapse of investment capitalism. New York: Routledge.
Stehle Modellbau (2019). Manroland. Recuperado de https://stehlemodellbau.ch/manroland/.
Vargo, L. & Lusch, F. (2004). Evolving to a new dominant logic for Marketing. Journal of Marketing. 68, 1-17.
Vargo, L. & Lusch, F. (2006). Service-dominant logic: What it is what it is not, what it might be. In: R. F. Lusch & S. L. Vargo (Eds.), The service-dominant logic of Marketing: Dialog, debate, and directions. New York: M. E. Sharpe.
Vargo, L. & Lusch, F. (2008). Service-dominant logic: Continuing the evolution. Journal of Academy of Marketing Science, 36, 1-10.
Woodruff, R., Schumann, D. & Gardial, S.F. (1993). Understanding value and satisfaction from the customer’s point of view. Survey of Business, (29)1, 33-40, Summer/Fall.
Woodruff, R. (1997). Customer value: The next source of competitive advantage. Journal of the Academy of Marketing Science, 25(2), 139-153.
Zeithaml, V. A. & Bitner, M. J. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
Zubac, A., Hubbard, G., & Johnson, L. W. (2009). The RBV and value creation: A manageral perspective. European Business Review, 22(5), 515-538.
