Transformação digital de modelo de negócio tradicional de lavanderias: uma proposta de framework

Abstract

The digital transformation is related to the survival of companies and sectors, as it is characterized as the technological and marketing support for smarter, faster and more active services that shape the business model. Companies are adapting to the use of digitization that requires digital transformation of their existing business models. However, there is limited empirical research on this phenomenon. The objective of this study is threefold: i) To understand, identify and analyze in the literature aspects that facilitate and hinder digital transformation; ii) Identify and analyze, through practice, the facilitating and hindering aspects for digital transformation of the service-based company business model; iii) Propose a framework for digital transformation of the laundry business model. This thesis is composed of three interdependent studies, which are the basis for building the framework for transforming the traditional business model into the digital one. In the first study, there was a systematic review of the literature that resulted in 3 classification blocks of the studies that were: Digital Transformation applied to SMEs; Difficulties and Facilitators for Digital Transformation; and Digital Transformation applied to business models, guides, frameworks and design. These blocks reveal characteristics of propulsion for digital transformation in business and points were identified in the literature that favor digital transformation such as: digital organizational culture, strategies, training, digital awareness, agility, digital mindset, collaborative environment and standardization of processes. And also points that hinder this process, such as: lack of organizational articulation, technical ignorance, 100% digital competitors, inability to qualify employees and shortage of digital talents. Based on this study, the relevance of the theme in terms of digital transformation in business models was identified. The second, empirical study evaluated the factors that facilitate and hinder the traditional business model for the digital one, according to the practice of the specialists in laundries (traditional business), semi-structured interviews were conducted with businessmen in the sector. The following points were identified as hindering: Cultural change of organizations in the face of digital options; Absence and / or low capacity for innovation; Scanning; Systemic view; Strategy; Management Practices. As facilitating points were identified: Previous knowledge; New services; OmniChannel; Ecosystem Driver; Business management. And the identified points that have aspects of facilitators and difficulties are: Value Networks; Business model; Stakeholders; Initiatives; Digital business model and App. Based on these two studies, the third study and the development of a framework for the digital transformation of traditional business models were carried out. The results of this thesis will assist in the development of future instruments that can guide companies to digitally transform the existing business model. From a theoretical point of view it fills the gap on digital transformation into existing traditional business model, thus advancing in academic literature.