Procedimentos para a identificação de novos mercados para empreendimentos sociais

Dissertação (mestrado) - Universidade Federal de Santa Catarina, Centro Tecnológico. Programa de Pós-Graduação em Engenharia de Produção. Florianópolis, 2016.Esta dissertação surge a partir das dificuldades que têm os empreendedores sociais que trabalham em mercados de baixa renda. Projetar um empreendimento social rentável e sustentável é difícil e complicado quando seu foco são clientes da base da pirâmide (BdP). É por isso que alguns empreendedores sociais visam procurar novos segmentos em outros mercados, ou mercados diferentes a seu mercado inicial. Não entanto, a identificação destes novos mercados não é fácil quando não se conta com a expertise, ou com algum procedimento adequado para identificar esse novo mercado. O objetivo deste projeto é elaborar procedimentos para a identificação de novos mercados para empreendimentos sociais. Este procedimento baseia-se nos métodos de Service Design (SD) e Design Thinking (DT). A pesquisa classifica-se como qualitativa, objetiva gerar conhecimentos para aplicação prática e tem objetivos exploratórios, a metodologia descreve os procedimentos metodológicos. O procedimento foi construído a partir das contribuições de Stickdorn e Schnider (2014) nos métodos do SD e do Plattner, Meinel e Weinberg (2009) na abordagem de DT. A fim de validar o procedimento, foi aplicado com base numa necessidade da empresa social BioLite; que é aceder a novos clientes nacionais e internacionais. Conclui-se que o procedimento desenvolvido se direciona para as necessidades de procurar novos mercados para os empreendedores sociais, neste caso, BioLite. Foi apresentada as etapas do procedimento, visando proporcionar aos empreendedores sociais uns passos para identificar essas características, que idêntica ao cliente como potencial e um entendimento claro do que ele requer. Adicionalmente, este procedimento, pode ser colocado em prática e tornar os empreendedores mais competitivos, incorporando envolvimento e interação com os potenciais clientes no processo de desenvolvimento do empreendimento, garantindo que resultado final será relevante para os novos clientes e, além disso, pode aprender muito sobre o próprio empreendimento social, olhando desde a perspectiva do cliente/usuário.Abstract: This dissertation arises from the difficulties that have the social entrepreneurs that work in markets of low-income. Designing a profitable and sustainable social enterprise is difficult and complicated when it focuses on a base of pyramid (BOP) clients. That is why some social entrepreneurs aim to look for new segments in other markets or different markets to their initial market. However, the identification of these new markets is not easy when one does not have the expertise, or some appropriate procedure to identify this new market. The objective of this project is to develop procedures for the identification of new markets for social enterprises. This procedure is basing on the methods of Service Design (SD) and Design Thinking (DT). The research is classified as qualitative, aims to generate knowledge for practical application and has exploratory objectives; the methodology describes the methodological procedures. The procedure was constructing from the contributions of Stickdorn and Schnider (2014) in the methods of SD and Plattner, Meinel, and Weinberg (2009) in the DT approach. To validate the procedure, it was applying based on a need of the social enterprise, BioLite; that is accessing new national and international clients. Concludes that the developed procedure addresses the needs of seeking new markets for social entrepreneurs, in this case, BioLite. It was presenting the steps of the procedure, aiming to provide social entrepreneurs with a few steps to identify these characteristics, identical to the client as potential and a clear understanding of what it requires. In addition, this methodological procedure can be put into practice and make entrepreneurs more competitive. Incorporating involvement and interaction with potential customers in the development process of the enterprise, ensuring that the result will be relevant to new customers and, in addition, can learn a lot about the enterprise itself, looking from the perspective of the client/user

Manezinho who makes good food: Restaurante do Costinha

Purpose – The aim is to enable debates about the need for changes in the restaurant’s management posture regarding food waste. Design/methodology/approach – This study is a teaching case about a restaurant and was prepared based on information collected from the authors’ experiences in teaching, consulting, and academic research. The plot, company name, and characters are fictitious. Findings – The results are related to the classroom application to promote discussion and knowledge of topics such as finance, costs, sustainability, food waste, and the Demonstration of Results for the Exercise. Research limitations/implications – The main limitation is that it is a fictitious study, but it allows applied research based on the authors’ scientific knowledge and professional practice. Practical implications – The theme contributes to anchoring decision-making by managers in the face of day-to-day business challenges. Furthermore, in a contemporary perspective, it involves a small establishment concerning the possibilities of contributing to the Sustainable Development Goals (SDGs). Furthermore, due to the richness of details, the case constitutes an intriguing teaching tool to be applied in the classroom. Social implications – It impacts social actions, according to the examples found in the narrative used in the teaching case. Originality/value – Its originality is related to its interdisciplinarity and how it involves the themes of finance and sustainability applied in business practice

Urban Living Labs: Pathways of Sustainability Transitions towards Innovative City Systems from a Circular Economy Perspective

Urban living labs (ULLs) are progressive forms of interventions that aim to fulfil the sustainability ambitions of cities and communities. They provide opportunities to translate new ideas into practice. The increasing interest among researchers, practitioners, and policy makers in understanding sustainability transitions (ST) has brought new forms of experimentation through which cities and communities can be governed. Recently, there has been increasing attention towards the concept of circular economy (CE). This term promises the creation of distinct city systems in which material flows can be managed efficiently. In this article, we explore how ULLs can become pathways of sustainability transition towards innovative city systems from a circular economy perspective. By adopting a series of systematic analyses, i.e., multiple correspondence analysis and content analysis, we demonstrate the main pathways of circular economy-oriented innovative city systems that have been used in the literature. As a result of this work, we identify the main pathways, namely knowledge production, policy making, co-creation, geographical embeddedness, urban transitions, networks of cooperation among institutions, culture change, and collaborative engagement.Urban Development Managemen