Expanding the value offer for business development in the digital market: the Diginota case

Abstract

This paper describes the intervention carried out in a company that operates in the digital economy sector. The opportunity identified was to expand the value proposition, through new solutions in network data processing systems, to the company's traditional customers and in meeting the demands of new segments, in order to fill a market gap. The methodological procedure adopted was the proposition of Marcondes, Miguel, Franklin and Perez (2017) to define and implement strategies based on innovation in technology and services in search of differentiation that would generate competitive advantage, creating value for customers. The intervention resulted in the expansion of the value offer to customers through technological improvement, reducing the risk of customer evasion and providing conditions to attract new users, with the consequent increase in market share. The experience integrates conceptual models found in academic literature to concrete situations experienced in the business environment. It dealt with the complexity resulting from market contingencies that require the identification of alternatives to strengthen organizational performance, with methodological guidance of a scientific nature, allowing the report to add knowledge to management technology and allow replication in equivalent situations.