http://bibliotecatede.uninove.br/handle/tede/28 Wed, 14 Oct 2026 12:26:48 GMT 2026-10-14T12:26:48Z http://bibliotecatede.uninove.br/handle/tede/4041 Título: Desenvolvimento da ecoinovação em plataformas de startup e implementação de práticas de ecoinovação em projetos sustentáveis no mercado de carbono para mitigação de gases do efeito estufa Autor: Vieira, Ana Cândida Ferreira Primeiro orientador: Cirani, Claudia Brito Silva Abstract: Eco-innovation constitutes a strategic approach aimed at advancing sustainability through the integration of technologies, processes, products, and organizational models capable of reducing environmental impacts, optimizing the use of natural resources, and contributing to the mitigation of greenhouse gas (GHG) emissions. By incorporating innovative practices into business models, eco-innovation adds value to organizations, strengthens their competitiveness, and contributes to the achievement of the Sustainable Development Goals (SDGs). This thesis aims to understand the development of eco-innovation in startup platforms and the implementation of eco-innovation practices in sustainable projects by integrating the systematization of existing knowledge with activities in the carbon market aimed at mitigating greenhouse gas (GHG) emissions. The thesis adopts a predominantly qualitative approach, structured into three complementary studies. Study 1, theoretical in nature, systematizes knowledge on eco-innovation in the context of GHG mitigation through a Systematic Literature Review comprising 85 articles retrieved from the Scopus and Web of Science databases and analyzed with the support of IRaMuTeQ software. Study 2 addresses the process of eco-innovation development in startup platforms focused on GHG mitigation, adopting a qualitative approach based on 17 interviews analyzed with the support of Atlas.ti software. Study 3 analyzes eco-innovation practices implemented by sustainable projects linked to Brazilian startup platforms operating in the carbon market for GHG emissions mitigation. It adopts a qualitative multiple-case approach, comprising 15 semi-structured interviews across 12 cases analyzed using the cross-case synthesis technique. The integrated findings show that eco-innovation practices occur through the orchestration performed by startup platforms, guided by eco-efficiency principles and the articulation of initiatives aimed at sustainable projects. The platforms examined play a strategic role in integrating different actors, technologies, certifications, and investments, thereby fostering GHG emissions mitigation, carbon credit generation, and the creation of environmental, economic, and social value. The thesis concludes that the implementation of eco-innovation in the projects investigated, which are linked to Brazilian startup platforms operating in the carbon market, constitutes a systemic phenomenon resulting from the integration of organizational, process, and product practices with external factors related to government, partnerships, and the market. The intensity of this integration varies according to the projects’ levels of organizational, technological, and market maturity and depends on the interaction between internal organizational capabilities and elements of the carbon market ecosystem. The main theoretical contribution of the thesis lies in the proposition of an analytical framework for operationalizing eco-innovation practices, developed through the articulation of the eco-innovation typology, Practice Theory, and Socio-Ecological Practice Theory, complemented by empirical evidence from the three studies. This framework organizes eco-innovation practices into internal factors (organizational, process, product, human environment, and nature) and external factors (government, partnerships, and market), thereby broadening the understanding of eco-innovation implementation in the carbon market context. Furthermore, the human environment and nature dimensions, also grounded in the articulation of the aforementioned theories, help explain how eco-innovation implementation arises from interactions among actors, organizations, the environment, and natural resources. In this way, the thesis advances the understanding of eco-innovation by demonstrating that its implementation constitutes a relational and ecosystem-based process resulting from the interaction among social, organizational, and environmental practices. In addition, the practical contribution of the thesis lies in the proposition of an analytical framework to guide the implementation of eco-innovation practices in projects operating within the carbon market. Applicable to startup platforms, companies, investors, and public policymakers, the framework can support planning, decision-making, and the evaluation of initiatives, while also identifying gaps and opportunities for improvement. It thus constitutes a management tool that fosters governance, coordination among ecosystem actors, and the creation of environmental, economic, and social value, contributing to the development of sustainable projects and the carbon market. Instituição: Universidade Nove de Julho Tipo do documento: Tese Fri, 28 Aug 2026 00:00:00 GMT http://bibliotecatede.uninove.br/handle/tede/4041 2026-08-28T00:00:00Z http://bibliotecatede.uninove.br/handle/tede/4004 Título: Declarações políticas de marcas e imagem de marca em um Brasil polarizado Autor: Oliveira, Mateus Garcia de Primeiro orientador: Urdan, André Torres Abstract: Public political statements made by brand spokespersons have become increasingly common among brands worldwide. Every public statement affects brand image and, consequently, business performance. This dissertation aims to propose a conceptual model of Brand Political Activism (BPA) to support managerial decision-making and theoretical advancement in the field. This research investigates how political statements, issued by spokespersons of brands operating in Brazil, impact brand image and visibility. The study is justified by the scarcity of research within the Brazilian context, contrasting with the growing global academic interest in the topic. A qualitative approach was adopted through a multiple case study involving five organizations, through the analysis of data from semi-structured interviews, social media comments, news reports, and online institutional statements. The findings reveal two primary impacts: among ideologically aligned audiences, the brand gains relevance and strengthens its sense of community; conversely, among opposing groups, such statements generate noise, hate speech, and boycotts. It was found that brands with BPA previously consolidated into their identity mitigate image crises, as the audience understands and legitimizes their positioning. In contrast, statements from spokespersons that are misaligned with brand identity or made without prior planning trigger severe crises and greater reputational damage. For professional practice, it is concluded that social media engagement stemming from political statements expands visibility and attracts new audiences; however, a lack of planning for such statements can expose the brand to critical image and reputational risks. Instituição: Universidade Nove de Julho Tipo do documento: Dissertação Fri, 12 Jun 2026 00:00:00 GMT http://bibliotecatede.uninove.br/handle/tede/4004 2026-06-12T00:00:00Z http://bibliotecatede.uninove.br/handle/tede/3980 Título: Cocriação de valor, atitude em relação a inteligência artificial e inovação aberta: um estudo empírico Autor: Lin, Andre Chen Ching Primeiro orientador: Costa, Benny Kramer Abstract: The current business landscape demands the overcoming of the traditional innovation paradigm, driven by the advancement of digitalization and the increasing complexity of organizational ecosystems (Volberda et al., 2021). Value Co-creation and Open Innovation have established themselves as intrinsic and complementary strategic approaches, fundamental for fostering collaboration with multiple stakeholders and expanding knowledge flows beyond firm boundaries (Corrales-Garay et al., 2024; Pineda Ospina, 2015). In these scenarios, Artificial Intelligence (AI) emerges as an enabling element and a strategic operant resource, capable of integrating massive volumes of data, reducing cognitive bottlenecks, and supporting complex collaborative decisions (Broekhuizen et al., 2023; Secundo et al., 2020). However, the adoption of AI imposes relational barriers by generating cost dilemmas, ethical biases, and, primarily, risks to privacy and trust (Alawamleh et al., 2024; Kumar & Bhatia, 2021; Sahoo et al., 2024; Y. Zhu et al., 2022). There is an opportunity for quantitative empirical studies researching AI as a mediating mechanism at the intersection of value co-creation and open innovation (Broekhuizen et al., 2023). The results indicate that leaders and managers should focus on building environments of trust, equity, and knowledge sharing before implementing new technologies. This promotes a collaborative and mature culture, allowing organizations to facilitate the externalization of assets and establish partnerships securely and efficiently (Camilleri, 2025; Masucci et al., 2020; Yao et al., 2024). Instituição: Universidade Nove de Julho Tipo do documento: Dissertação Fri, 20 Mar 2026 00:00:00 GMT http://bibliotecatede.uninove.br/handle/tede/3980 2026-03-20T00:00:00Z http://bibliotecatede.uninove.br/handle/tede/3979 Título: Choque ambiental e capacidades dinâmicas: percepção, aproveitamento e reconfiguração (sensing, seizing e reconfiguring) em incorporadoras brasileiras durante a covid 19 Autor: Carvalho, Victor Hugo Bandeira de Primeiro orientador: Ruas, Roberto Lima Abstract: The COVID-19 pandemic constituted a significant environmental shock for the Brazilian real estate development sector, simultaneously altering demand, costs, financing, and operational conditions. Although exposed to the same adverse context, firms in the affordable housing segment responded in different ways, resulting in heterogeneous performance throughout the period. In this context, this dissertation addresses the following research question: how does the differential mobilization of the Dynamic Capabilities triad (Sensing, Seizing, and Reconfiguring) explain the heterogeneous performance of affordable housing developers during the COVID-19 pandemic? Accordingly, this study aims to analyze how the differential mobilization of the Dynamic Capabilities triad contributes to explaining the heterogeneous performance of affordable housing developers listed on B3 during the COVID-19 pandemic. To this end, a comparative analysis was conducted on the trajectories of five Brazilian affordable housing developers between 2020 and 2023, based on the coding of earnings releases, Financial Statements, and earnings call transcripts, followed by triangulation with semi-structured interviews. The results reveal significant heterogeneity among firms exposed to the same shock, indicating that organizations with less capital-intensive structures, greater adjustment capacity, and positioning in upper tiers of the Minha Casa Minha Vida Program showed better performance during the period, with lower leverage, greater price-capturing capacity, and less impact on demand. In addition, the findings show that the mobilization of the triad did not occur in a linear or sequential manner, but rather in a coordinated and context-contingent way. It is concluded that the differential mobilization of Sensing, Seizing, and Reconfiguring helps explain an important part of the performance heterogeneity observed among the analyzed developers, while its effectiveness is manifested in interaction with firms’ structural conditions. Based on these findings, the study proposes an analytical framework that systematizes the empirical manifestations of the triad in the real estate development context, offering a useful tool for industry managers and contributing to the empirical advancement of the Dynamic Capabilities literature. Instituição: Universidade Nove de Julho Tipo do documento: Dissertação Wed, 25 Feb 2026 00:00:00 GMT http://bibliotecatede.uninove.br/handle/tede/3979 2026-02-25T00:00:00Z