Keywords
Digitization
Digital Transformation
How to Cite
Abstract
Objective: The article proposes an investigation of aspects of the strategy for the Base of the Pyramid, taking Hart's protocol script as a theoretical reference, and MRV's strategic movement in the digitization of its business processes in search of improvement in customer service and in the proposition of services, following the trend of society in its technology interaction.
Method: Through the case study, this research intends to investigate a contemporary phenomenon starting from its real context, using multiple sources of evidence, including several public sources of information from the organization and other available secondary data.
Main Results: MRV promotes a revolution by changing its business model, adopting BoP 2.0 concepts intertwined with the digitization of its processes and the beginning of its digital transformation journey.
Relevance/originality: To speed up the digital transformation process, MRV created a startup to make the digital transformation process more agile, expanding its portfolio of traditional businesses, made possible by the digital wave that Brazilian consumers have been identifying with.
Theoretical/methodological contributions: The article focused on an analysis of the revision in BoP 2.0 by Hart (2008) in the item “deep dialogue”, because, given the example and initial study unfolded in MRV, there could be the possibility of replacing it with “ omni interaction”, after a closer study, as it is mandatory that organizations serve bottom-of-the-pyramid customers in all available channels, in an integrated and concise way.
References
BERMAN, S. Digital transformation: opportunities to create new business models. Strategy & Leadership, v. 40, n. 2, p. 16-24, 2012.
CRESWELL, J. W. W. Projeto de pesquisa: métodos qualitativo, quantitativo e misto.
ed. Porto Alegre: Bookman, 2010.
ECONOMIST, The. What’s in a name? Defining emerging markets. 2017. Disponível em: https://www.economist.com/special-report/2017/10/05/definingemerging-markets. Acesso em: 12 jun. 2020.
FGV. Qual a faixa de renda familiar das classes? 2019. Disponível em:
https://cps.fgv.br/qual-faixa-de-renda-familiar-das-classes. Acesso em: 12 jun. 2020.
GORGOGLIONE, M.; PANNIELLO, U. (2018). Beyond customer experience models:
identifying idiosyncratic perceptions. International Journal of Bank Marketing, 57, 2, 206-217, 2018. Disponível em: https://doi/10.1177/0047287516688565. Acesso em: 02 out 2020.
HIRATA JUNIOR, C. K. Avaliação do Valor de Mercado da MRV Engenharia e Participações S.A pelo Método de Fluxo de Caixa Descontado. 2019. 56 pgs. Trabalho de Conclusão de Curso (Graduação em Administração) – Faculdade de Administração e Ciências Contábeis, Universidade Federal Fluminense, Niterói, 2019.
IDC. Digital Transformation at Scale Innovation in a Changed World, Estoril, 2016,
p.1-50. 17, 23, 26 IDC, “Diretório Global das TIC,” IDC Portugal, Tech. Rep., 2017.
ISAAC, M.; CALDER, B.; MALTHOUSE, E. (2016). Capturing Consumer Experiences: A Context-Specific Approach to Measuring Engagement. Journal of Advertising Research. 56, 1, 39-52, 2016. Disponível em: https://doi.org/10.2501/JAR-2015-028. Acesso em: 04 out 2020.
KANE, G.; PALMER, D.; PHILLIPS, A. N.; KIRON, D.; KANE, N. B. Strategy, not Technology, Drives Digital Transformation. MIT Sloan Management Review and Deloitte University Press, 2015. 01, 01, 01-25, 2016. Disponível em: https://sloanreview.mit.edu/projects/strategy-drives-digital-transformation/ Acesso em: 05 out 2020.
KOLK, A.; RIVERA-SANTOS, M.; RUFIN, C. Reviewing a Decade of Research on the "Base/Bottom of the Pyramid" (BOP) Concept. Business & Society. 53, 3, 338-377, 2014. Disponível em: doi/10.1177/0007650312474928. Acesso em: 03 out 2020.
LACERDA, K. C. Inovação em produtos para a base da pirâmide: evidências em empresas brasileiras. 2016, 172pgs. Dissertação (Mestrado em Administração) – Universidade Federal da Paraíba, João Pessoa, 2016
LUGGO. Nossa Missão. 2020. Disponível em: https://alugue.luggo.com.br/sobrenos. Acessado em: 1 jul. 2020.
MRV. Histórico e Perfil. Disponível em: https://ri.mrv.com.br/ShowCanal/Historico-eperfil-corporativo?=1dDy8FcebU/lQYdYSyW0JQ==. Acesso em: 2 jul. 2020.
MRV. Meu MRV. 2017. Disponível em: https://www.mrv.com.br/institucional. Acesso em: 2 jul. 2020.
MRV. MRV Engenharia é eleita a empresa mais inovadora no uso de TI na indústria de engenharia e construção. Disponível em: https://www.mrv.com.br/institucional/pt/relacionamentos/releases/mrv-engenharia-eeleita-A-empresa-mais-inovadora-no-uso-de-ti-na-industria-de-engenharia-econstrucao. Acesso em: 2 jul. 2020.
MRV. Transformação digital e cultura. 2020. Disponível em: https://www.mrv.com.br/institucional/pt/relacionamentos/noticias/transformacaodigital-cultura. Acesso em: 2 jul. 2020.
PRAHALAD, C. K. The fortune at the bottom of the pyramid: eradicating poverty through profits. 4th ed. Upper Saddle River, NJ: Prentice Hall, 2004.
PRAHALAD, C. K.; HART, S. L. The fortune at the bottom of the pyramid. Strategy C Business, v. 26, n. 1, p. 2-14, 2002.
PRAHALAD, C. K.; HAMMOND, A. Serving the world’s poor, profitably. Harvard Business Review, v. 80, n. 9, p. 48-57, 2002.
PRAHALAD, C. K.; LIEBERTHAL, K. The end of corporate imperialism. Harvard Business Review, v. 76, n. 4, p. 68-79, 1998.
ROSS, J. Don’t Confuse Digital with Digitization. 2017. Disponível em:
https://sloanreview.mit.edu/article/dont-confuse-digital-with-digitization/. Acesso em: 12 jun. 2020.
SCHWAB, K. A quarta revolução industrial. São Paulo: Edipro, 2016.
SEBASTIAN, I. M.; MOLONEY, K. G.; ROSS, J. W.; FONSTAD, N.; BEATH, C.; MOCKER, M. How big old companies navigate digital transformation. MIS Quarterly Executive, v. 16, n. 3, p. 197-213, 2017.
SIMANIS, E.; HART, L. The base of the pyramid protocol: toward next generation BoP strategy (Version 2.0). Ithaca, NY: Cornell University, 2008.
SMITH, A. The Wealth of Nations. New York: Modern Library, 1937.
WE ARE SOCIAL. Digital. 2020 Disponível em: https://datareportal.com/reports/digital-2020globaldigitalyearbook?utm_source=Reports&utm_medium=PDF&utm_campaign= Digital_2020&utm_content=Yearbook_Promo_Slide. Acesso em: 14 jun. 2020.
YIN, R. K. Case Study Research: design and methods. USA: Sage Publications Inc., 2003.
This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.
Copyright (c) 2023 Diogo Gabriel Teixeira de Gouvêa, Renan da Silva Machado, Gabriel Biscaia, Marina Pereira Mota da Silva