Cocriação de valor no transporte rodoviário de carga fracionada: um estudo de caso
Silva, Max Roberto da; Borges, Igor Roberto; Pereira, Giancarlo Medeiros; Borchardt, Miriam; Sellitto, Miguel Afonso
http://dx.doi.org/10.1590/0103-6513.014611
Production, vol.25, n2, p.454-464, 2015
Resumo
Este artigo investiga se a cocriação de valor pode ser aplicada pelos prestadores de serviços de transporte. O estudo focalizou os transportadores e operadores logísticos. Um estudo de caso múltiplo foi realizado. Constructos afetos ao tema cocriação de valor foram extraídos da literatura para a consolidação da fundamentação teórica da pesquisa. Os seguintes tópicos foram investigados: demandas de valor dos compradores, critérios utilizados pelos compradores para avaliar o valor oferecido pelos prestadores de serviços e a possibilidade de cocriação de valor entre os compradores e vendedores. Os achados apontam duas principais barreiras para a cocriação de valor nos serviços de transporte, a saber: um grande número de prestadores de serviços (o que força os provedores de serviço a focalizar essencialmente a dimensão custo dos serviços) e as exigências dos clientes. A combinação dos referidos elementos sugere a impossibilidade de adoção de cocriação no contexto estudado. Esses resultados também podem indicar a existência de um limite inferior para a abordagem de valor no setor de serviços (por caso, nos serviços de transporte de carga).
Palavras-chave
Cocriação de valor. Serviços. Transportes. Valor.
References
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Bolton, R., & Saxena-Iyer, S. (2009). Interactive Services: A Framework, Synthesis and Research Directions. Journal of Interactive Marketing, 23(1), 91-104. http://dx.doi. org/10.1016/j.intmar.2008.11.002
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Cassel, C., & Symon, G. (1990). Qualitative methods in organizational research. London: Sage Publications. Confederação Nacional de Transportes - CNT. (2011). Transporte de Cargas no Brasil: Ameaças e Oportunidades para o Desenvolvimento do País – Diagnóstico e Plano de Ação. Retrieved from http://www.cnt.org.br/portal/ arquivos/cnt/downloads/coppead_cargas.pdf.
Eisenhardt, K. (1989). Building theories from case study research. Academy of Management Review, 14(4), 532-550.
Evanschitzky, H., Wangenheim, F., & Woisetschläger, D. (2011). Service & solution innovation: Overview and research agenda. Industrial Marketing Management, 40(5), 657- 660. http://dx.doi.org/10.1016/j.indmarman.2011.06.004
Franke, N., Keinz, P., & Steger, C. (2009). Testing the Value of Customization: When Do Customers Really Prefer Products Tailored to Their Preferences? Journal of Marketing, 73(5), 103-121. http://dx.doi.org/10.1509/ jmkg.73.5.103
Glaser, B., & Strauss, A. (2006). The Discovery of Grounded Theory: Strategies for Qualitative Research. New York: Sociology Press.
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Heinonen, K., Strandvik, T., Mickelsson, K., Edvardsson, B., Sundström, E., & Andersson, P. (2010). A customer-dominant logic of service. Journal of Service Management, 21(4), 531-548. http://dx.doi. org/10.1108/09564231011066088
Helander, A., & Moller, K. (2008). How to Become Solution Provider: System Supplier’s Strategic Tools. Journal of Business-to-Business Marketing, 15(3), 247-289. http:// dx.doi.org/10.1080/15470620802059265
Hill, C., Thompson, B., & Williams, E. (1997). A guide to conducting consensual qualitative research. Counseling Psychologist, 25(5), 517-572. http://dx.doi. org/10.1177/0011000097254001
Hoyer, W., Chandy, R., Dorotic, M., Krafft, M., & Singh, S. (2010). Consumer Cocreation in New Product Development. Journal of Service Research, 13(3), 283- 296. http://dx.doi.org/10.1177/1094670510375604
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King, N. (2004). Using interviews in qualitative research. In C. Cassel, & G. Symon (Org.), Essential Guide to Qualitative Methods in Organizational Research (pp. 11- 22). Thousand Oaks: Sage.
Kristensson, P., Gustafsson, A., & Archer, T. (2004). Harnessing the creativity among users. Journal of Product Innovation Management, 21(1), 4-15. http:// dx.doi.org/10.1111/j.0737-6782.2004.00050.x
Kristensson, P., Gustafsson, A., & Archer, T. (2008). Key strategies for the successful involvement of customers in the co-creation of new technology- based services. International Journal of Service Industry Management, 19(4), 474-491. http://dx.doi. org/10.1108/09564230810891914
Lin, C., Lin, D., & Young, M. (2009). Price planning for time-definite less-than-truckload freight services. Transportation Research Part E: Logistics and Transportation Review, 45(4), 525-537. http://dx.doi. org/10.1016/j.tre.2008.12.004
Lindgreen, A., & Wynstra, F. (2005). Value in business markets: What do we know? Where are we going? Industrial Marketing Management, 34(7), 732-748. http://dx.doi.org/10.1016/j.indmarman.2005.01.001
Lu, C. (2004). An evaluation of logistics services’ requirements of international distribution centers in Taiwan. Transportation Journal, 34(1), 53-66.
Lusch, R. F., Vargo, S. L., & O’Brien, M. (2007). Competing through service: Insights from service-dominant logic. Journal of Retailing, 83(1), 5-18. http://dx.doi. org/10.1016/j.jretai.2006.10.002
Macdonald, E., Wilson, H., Martinez, V., & Toossi, A. (2011). Assessing value-in-use: a conceptual framework and exploratory study. Industrial Marketing Management, 40(5), 671-682. http://dx.doi.org/10.1016/j. indmarman.2011.05.006
Maier, G., Bergman, E., & Lehner, P. (2002). Modelling preferences and stability among transport alternatives. Transportation Research Part E, 38(3), 319-334. http:// dx.doi.org/10.1016/S1366-5545(02)00015-7
Mathwick, C., Wiertz, C., & Ruyter, K. (2007). Social Capital Production in a Virtual P3 Community. Journal of Consumer Research, 34(6), 832-849. http://dx.doi. org/10.1086/523291
Menon, M., McGinnis, M., & Ackerman, K. (1998). Selection criteria for providers of third-party logistics services: an exploratory study. Journal of Business Logistics, 19(2), 121-137.
Miles, M., & Huberman, M. (1994). A Qualitative Data Analysis: an Expanded Sourcebook. Thousand Oaks: Sage.
Moller, K. (2006). Role of competencies in creating customer value: A value-creation logic. Industrial Marketing Management, 35(9), 913-924. http://dx.doi. org/10.1016/j.indmarman.2006.04.005
Neely, A. (2008). Exploring the financial consequences of the servitization of manufacturing. Operations Management Review, 1(2), 103-118.
Ngo, L., & O’Cass, A. (2009). Creating value offerings via operant resource-based capabilities. Industrial Marketing Management, 38(1), 45-59. http://dx.doi.org/10.1016/j. indmarman.2007.11.002
Norojono, O., & Young, W. (2003). A stated preference freight mode choice model. Transportation Planning and Technology, 26(3), 195-212.
Ostrom, A., Bitner, M., Brown, S., Burkhard, K., Goul, M., & Smith-Daniels, V. (2010). Moving forward and making a difference: Research priorities for the science of service. Journal of Service Research, 13(1), 4-36. http://dx.doi. org/10.1177/1094670509357611
Özkaya, E.; Keskinocak, P., Joseph, V., & Weight, R. (2010). Estimating and benchmarking Less-than-Truckload market rates. Transportation Research Part E: Logistics and Transportation Review, 46(5), 667-682. http:// dx.doi.org/10.1016/j.tre.2009.09.004
Payne, A., Storbacka, K., & Frow, P. (2008). Managing the co- creation of value. Journal of the Academy of Marketing Science, 36(1), 83-96. http://dx.doi.org/10.1007/ s11747-007-0070-0
Pereira, G., Sellitto, M., Borchardt, M., & Geiger, A. (2011). Procurement cost reduction for customized non-critical items in an automotive supply chain: An action research project. Industrial Marketing Management, 40(1), 28-35. http://dx.doi.org/10.1016/j.indmarman.2010.09.007
Prahalad, C., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5-14. http://dx.doi. org/10.1002/dir.20015
Rosa, E., Sellitto, M., & Mendes, L. (2006). Avaliação multicriterial de desempenho e separação em aglomerados de fornecedores críticos de uma manufatura OKP. Produção, 16(3), 413-428. http://dx.doi.org/10.1590/ S0103-65132009000100005
Smith, L. D., Campbell, J. F., Mundy, R. (2007). Modeling net rates for expedited freight services. Transportation Research Part E: Logistics and Transportation Review, 43(2), 192-207. http://dx.doi.org/10.1016/j. tre.2005.11.001
Strauss, A., & Corbin, J. (1990). Basics of Qualitative Research: Grounded Theory Procedures and Techniques. Newbury Park: SAGE.
Tsai, M., Wen, C., & Chen, C. (2007). Demand choices of high- technology industry for logistics service provides - an empirical case of an offshore science park in Taiwan. Industrial Marketing Management, 36(6), 617-626. http://dx.doi.org/10.1016/j.indmarman.2006.03.002
Ulaga, W. (2003). Capturing value creation in business relationships: A customer perspective. Industrial Marketing Management, 32(6), 677-693. http://dx.doi. org/10.1016/j.indmarman.2003.06.008
Ulaga, W., & Chacour, S. (2001). Measuring customer- perceived value in business markets: a prerequisite for marketing strategy development and implementation. Industrial Marketing Management, 30(5), 525-540. http://dx.doi.org/10.1016/S0019-8501(99)00122-4
Ulaga, W., & Eggert, A. (2006). Relationship value and relationship quality. Broadening the nomological network of business-to-business relationships. European Journal of Marketing, 40(3), 311-327. http://dx.doi. org/10.1108/03090560610648075
Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266. http://dx.doi.org/10.1177/1094670510375599
Vargo, S., & Lusch, R. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1-17. http://dx.doi.org/10.1509/jmkg.68.1.1.24036
Vargo, S., & Lusch, R. (2008). Service-dominant logic: Continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1-10. http://dx.doi. org/10.1007/s11747-007-0069-6
Vargo, S., Maglio, P., & Akaka, M. (2008). On value and value co-creation: A service systems and service logic perspective. European Management Journal, 26(2), 145- 152. http://dx.doi.org/10.1016/j.emj.2008.04.003
Wanke, P. (2012). Fatores de satisfação com o uso de autônomos no transporte rodoviário de cargas. Produção, 22(3), 584-595. http://dx.doi.org/10.1590/ S0103-65132012005000046
Wen, C., Tsai, M., & Lin, C. (2011). Classification and competition analysis of air cargo logistics providers: The case of Taiwan’s high-technology industry. Journal of Air Transport Management, 17(2), 106-109. http://dx.doi. org/10.1016/j.jairtraman.2010.10.012
Woodruff, R., & Flint, D. (2006). Marketing’s service- dominant logic and customer value. In R. Lusch, & S. Vargo (Orgs.), The service-dominant logic of marketing: dialog, debate, and directions. New York: Sharpe.
Yang, H., Xu, W., & Heydecker, B. (2010). Bounding the efficiency of road pricing. Transportation Research Part E: Logistics and Transportation Review, 46(1), 90-108. http://dx.doi.org/10.1016/j.tre.2009.05.007
Yin, R. (2003). Case Study Research: Design and Methods. Thousand Oaks: Sage.
Alamo, J., & Brinati, M. (2006). Modelagem para localização de hubs no transporte de encomendas expressas. Produção, 16(3), 470-480. http://dx.doi.org/10.1590/ S0103-65132006000300009
Anderson, J., & Narus, J. (1998). Business marketing: Understand what customers value. Harvard Business Review, 76, 53-65.
Auerbach, C., & Silverstein, L. (2003). Qualitative Data: an Introduction to Coding and Analysis. New York: New York University Press.
Baines, T., Lightfoot, H., Evans, S., Neely, A., Greenough, R., & Peppard, J. (2007). State-of-the-art in product– service systems, Proceedings of the Institution of Mechanical Engineers, Part B: Journal of Engineering Manufacture, 221(10), 1543-1552. http://dx.doi. org/10.1243/09544054JEM858
Barry, J., & Terry, T. S. (2008). Empirical study of relationship value in industrial services. Journal of Business and Industrial Marketing, 23(4), 228-241. http://dx.doi. org/10.1108/08858620810865807
Bolton, R., & Saxena-Iyer, S. (2009). Interactive Services: A Framework, Synthesis and Research Directions. Journal of Interactive Marketing, 23(1), 91-104. http://dx.doi. org/10.1016/j.intmar.2008.11.002
Boyson, S., Corsi, T., Dresner, M., & Rabinovich, E. (1999). Managing effective third party logistics relationship: what does it take?. Journal of Business Logistics, 20(1), 73-100. Bryman, A. (2004). Social Research Methods. Oxford: Oxford University Press.
Cassel, C., & Symon, G. (1990). Qualitative methods in organizational research. London: Sage Publications. Confederação Nacional de Transportes - CNT. (2011). Transporte de Cargas no Brasil: Ameaças e Oportunidades para o Desenvolvimento do País – Diagnóstico e Plano de Ação. Retrieved from http://www.cnt.org.br/portal/ arquivos/cnt/downloads/coppead_cargas.pdf.
Eisenhardt, K. (1989). Building theories from case study research. Academy of Management Review, 14(4), 532-550.
Evanschitzky, H., Wangenheim, F., & Woisetschläger, D. (2011). Service & solution innovation: Overview and research agenda. Industrial Marketing Management, 40(5), 657- 660. http://dx.doi.org/10.1016/j.indmarman.2011.06.004
Franke, N., Keinz, P., & Steger, C. (2009). Testing the Value of Customization: When Do Customers Really Prefer Products Tailored to Their Preferences? Journal of Marketing, 73(5), 103-121. http://dx.doi.org/10.1509/ jmkg.73.5.103
Glaser, B., & Strauss, A. (2006). The Discovery of Grounded Theory: Strategies for Qualitative Research. New York: Sociology Press.
Han, D., & Yang, H. (2009). Congestion pricing in the absence of demand functions. Transportation Research Part E: Logistics and Transportation Review, 45(1), 159- 171. http://dx.doi.org/10.1016/j.tre.2008.03.002
Heinonen, K., Strandvik, T., Mickelsson, K., Edvardsson, B., Sundström, E., & Andersson, P. (2010). A customer-dominant logic of service. Journal of Service Management, 21(4), 531-548. http://dx.doi. org/10.1108/09564231011066088
Helander, A., & Moller, K. (2008). How to Become Solution Provider: System Supplier’s Strategic Tools. Journal of Business-to-Business Marketing, 15(3), 247-289. http:// dx.doi.org/10.1080/15470620802059265
Hill, C., Thompson, B., & Williams, E. (1997). A guide to conducting consensual qualitative research. Counseling Psychologist, 25(5), 517-572. http://dx.doi. org/10.1177/0011000097254001
Hoyer, W., Chandy, R., Dorotic, M., Krafft, M., & Singh, S. (2010). Consumer Cocreation in New Product Development. Journal of Service Research, 13(3), 283- 296. http://dx.doi.org/10.1177/1094670510375604
Hsu, C., Liao, P., Yang, L., & Chen, Y. (2005). High- technology firms’ perception and demand for air cargo logistics services, Journal of the Eastern Asia Society for Transportation Studies, 6(10), 2868-2880.
King, N. (2004). Using interviews in qualitative research. In C. Cassel, & G. Symon (Org.), Essential Guide to Qualitative Methods in Organizational Research (pp. 11- 22). Thousand Oaks: Sage.
Kristensson, P., Gustafsson, A., & Archer, T. (2004). Harnessing the creativity among users. Journal of Product Innovation Management, 21(1), 4-15. http:// dx.doi.org/10.1111/j.0737-6782.2004.00050.x
Kristensson, P., Gustafsson, A., & Archer, T. (2008). Key strategies for the successful involvement of customers in the co-creation of new technology- based services. International Journal of Service Industry Management, 19(4), 474-491. http://dx.doi. org/10.1108/09564230810891914
Lin, C., Lin, D., & Young, M. (2009). Price planning for time-definite less-than-truckload freight services. Transportation Research Part E: Logistics and Transportation Review, 45(4), 525-537. http://dx.doi. org/10.1016/j.tre.2008.12.004
Lindgreen, A., & Wynstra, F. (2005). Value in business markets: What do we know? Where are we going? Industrial Marketing Management, 34(7), 732-748. http://dx.doi.org/10.1016/j.indmarman.2005.01.001
Lu, C. (2004). An evaluation of logistics services’ requirements of international distribution centers in Taiwan. Transportation Journal, 34(1), 53-66.
Lusch, R. F., Vargo, S. L., & O’Brien, M. (2007). Competing through service: Insights from service-dominant logic. Journal of Retailing, 83(1), 5-18. http://dx.doi. org/10.1016/j.jretai.2006.10.002
Macdonald, E., Wilson, H., Martinez, V., & Toossi, A. (2011). Assessing value-in-use: a conceptual framework and exploratory study. Industrial Marketing Management, 40(5), 671-682. http://dx.doi.org/10.1016/j. indmarman.2011.05.006
Maier, G., Bergman, E., & Lehner, P. (2002). Modelling preferences and stability among transport alternatives. Transportation Research Part E, 38(3), 319-334. http:// dx.doi.org/10.1016/S1366-5545(02)00015-7
Mathwick, C., Wiertz, C., & Ruyter, K. (2007). Social Capital Production in a Virtual P3 Community. Journal of Consumer Research, 34(6), 832-849. http://dx.doi. org/10.1086/523291
Menon, M., McGinnis, M., & Ackerman, K. (1998). Selection criteria for providers of third-party logistics services: an exploratory study. Journal of Business Logistics, 19(2), 121-137.
Miles, M., & Huberman, M. (1994). A Qualitative Data Analysis: an Expanded Sourcebook. Thousand Oaks: Sage.
Moller, K. (2006). Role of competencies in creating customer value: A value-creation logic. Industrial Marketing Management, 35(9), 913-924. http://dx.doi. org/10.1016/j.indmarman.2006.04.005
Neely, A. (2008). Exploring the financial consequences of the servitization of manufacturing. Operations Management Review, 1(2), 103-118.
Ngo, L., & O’Cass, A. (2009). Creating value offerings via operant resource-based capabilities. Industrial Marketing Management, 38(1), 45-59. http://dx.doi.org/10.1016/j. indmarman.2007.11.002
Norojono, O., & Young, W. (2003). A stated preference freight mode choice model. Transportation Planning and Technology, 26(3), 195-212.
Ostrom, A., Bitner, M., Brown, S., Burkhard, K., Goul, M., & Smith-Daniels, V. (2010). Moving forward and making a difference: Research priorities for the science of service. Journal of Service Research, 13(1), 4-36. http://dx.doi. org/10.1177/1094670509357611
Özkaya, E.; Keskinocak, P., Joseph, V., & Weight, R. (2010). Estimating and benchmarking Less-than-Truckload market rates. Transportation Research Part E: Logistics and Transportation Review, 46(5), 667-682. http:// dx.doi.org/10.1016/j.tre.2009.09.004
Payne, A., Storbacka, K., & Frow, P. (2008). Managing the co- creation of value. Journal of the Academy of Marketing Science, 36(1), 83-96. http://dx.doi.org/10.1007/ s11747-007-0070-0
Pereira, G., Sellitto, M., Borchardt, M., & Geiger, A. (2011). Procurement cost reduction for customized non-critical items in an automotive supply chain: An action research project. Industrial Marketing Management, 40(1), 28-35. http://dx.doi.org/10.1016/j.indmarman.2010.09.007
Prahalad, C., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5-14. http://dx.doi. org/10.1002/dir.20015
Rosa, E., Sellitto, M., & Mendes, L. (2006). Avaliação multicriterial de desempenho e separação em aglomerados de fornecedores críticos de uma manufatura OKP. Produção, 16(3), 413-428. http://dx.doi.org/10.1590/ S0103-65132009000100005
Smith, L. D., Campbell, J. F., Mundy, R. (2007). Modeling net rates for expedited freight services. Transportation Research Part E: Logistics and Transportation Review, 43(2), 192-207. http://dx.doi.org/10.1016/j. tre.2005.11.001
Strauss, A., & Corbin, J. (1990). Basics of Qualitative Research: Grounded Theory Procedures and Techniques. Newbury Park: SAGE.
Tsai, M., Wen, C., & Chen, C. (2007). Demand choices of high- technology industry for logistics service provides - an empirical case of an offshore science park in Taiwan. Industrial Marketing Management, 36(6), 617-626. http://dx.doi.org/10.1016/j.indmarman.2006.03.002
Ulaga, W. (2003). Capturing value creation in business relationships: A customer perspective. Industrial Marketing Management, 32(6), 677-693. http://dx.doi. org/10.1016/j.indmarman.2003.06.008
Ulaga, W., & Chacour, S. (2001). Measuring customer- perceived value in business markets: a prerequisite for marketing strategy development and implementation. Industrial Marketing Management, 30(5), 525-540. http://dx.doi.org/10.1016/S0019-8501(99)00122-4
Ulaga, W., & Eggert, A. (2006). Relationship value and relationship quality. Broadening the nomological network of business-to-business relationships. European Journal of Marketing, 40(3), 311-327. http://dx.doi. org/10.1108/03090560610648075
Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266. http://dx.doi.org/10.1177/1094670510375599
Vargo, S., & Lusch, R. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1-17. http://dx.doi.org/10.1509/jmkg.68.1.1.24036
Vargo, S., & Lusch, R. (2008). Service-dominant logic: Continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1-10. http://dx.doi. org/10.1007/s11747-007-0069-6
Vargo, S., Maglio, P., & Akaka, M. (2008). On value and value co-creation: A service systems and service logic perspective. European Management Journal, 26(2), 145- 152. http://dx.doi.org/10.1016/j.emj.2008.04.003
Wanke, P. (2012). Fatores de satisfação com o uso de autônomos no transporte rodoviário de cargas. Produção, 22(3), 584-595. http://dx.doi.org/10.1590/ S0103-65132012005000046
Wen, C., Tsai, M., & Lin, C. (2011). Classification and competition analysis of air cargo logistics providers: The case of Taiwan’s high-technology industry. Journal of Air Transport Management, 17(2), 106-109. http://dx.doi. org/10.1016/j.jairtraman.2010.10.012
Woodruff, R., & Flint, D. (2006). Marketing’s service- dominant logic and customer value. In R. Lusch, & S. Vargo (Orgs.), The service-dominant logic of marketing: dialog, debate, and directions. New York: Sharpe.
Yang, H., Xu, W., & Heydecker, B. (2010). Bounding the efficiency of road pricing. Transportation Research Part E: Logistics and Transportation Review, 46(1), 90-108. http://dx.doi.org/10.1016/j.tre.2009.05.007
Yin, R. (2003). Case Study Research: Design and Methods. Thousand Oaks: Sage.
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