Cocriação de valor, uma análise junto a microempreendedores individuais

Abstract

In the present study, value co-creation is approached as it applies to the reality and context of individual micro-entrepreneurs (MEI) in the beauty, food, and clothing sectors. This study holds significant importance because it addresses innovation in the entry segment for formal entrepreneurship, identifying the presence of strategic innovation actions through value co-creation and analyzing its contribution in this segment. Thus, the objective is to identify how the co-creation process is implemented by MEIs and its contribution to innovation. To this end, an exploratory approach was delimited, using interviews with three selected individual micro-entrepreneurs, content analysis, and theoretical grounding from administration literature, using the DART model (dialogue, access, risk, and transparency), proposed by Prahalad and Ramaswamy (2004), as an analysis tool. The research results indicate the existence of the co-creation process, which, even if carried out intuitively by the participants, contributes to the creation of new products and new processes for innovation in the MEI scenario. Therefore, the study's results point to benefits in using the DART model for adjustments and/or incorporation of new services/products based on interaction with current customers.