Resumo
Com o advento das tecnologias da informação e a crescente influência das fintechs, um tipo de startup voltada para o desenvolvimento de tecnologias e soluções financeiras, este artigo faz uso da netnografia como metodologia de pesquisa para estudo da Nubank, startup que desenvolve um modelo de negócios inovador. Com o objetivo de apresentar o modelo de proposta de valor da Nubank, este estudo apresenta a visão dos clientes usuários da empresa, de forma a contrastar o modelo real e o absorvido pelo mercado, sendo possível detectar que a empresa ainda mantém o mesmo padrão da proposta de valor inicial. Porém, critérios como Transparência e Desburocratização já são percebidos como falhos para a empresa.
Palavras-chave:Nubank. Modelo de negócios. Proposta de valor.
Nubank: an exploratory view of the startup business modelAbstract
With the advent of information technologies and the influence of fintechs, a type of startup focused on the development of technologies and solutions, this is an example of netnography methodology for the development of technology, startup that develops an innovative business model. With the objective of presenting the Nubank’s model of reference value proposal, the market test, real model registration and market consumption, it being possible to detect a company still with the same standard of the proposal of initial value. However, criteria as Transparency and Reduction of Bureaucracy are already perceived as flawed for a company.
Keywords: Nubank. Business model. Value proposition.
Referências
BALDASSARRE, Brian et al. Bridging sustainable business model innovation and user-driven innovation: A process for sustainable value proposition design. Journal of cleaner production, v. 147, p. 175-186, 2017.
DA ROSA, Simone Carvalho et al. Management practices that combine value cocreation and user experience: An analysis of the Nubank startup in the Brazilian market. Revista de gestão, finanças e contabilidade, v. 7, n. 2, p. 22-43, 2017.
DHAR, Vasant; STEIN, Roger M. Economic and business dimensions: finTech platforms and strategy. Communications of the ACM, v. 60, n. 10, p. 32-35, 2017.
FACEBOOK. Nubank Brasil. 2017. Disponível em: <https://www.facebook.com/groups/
nubank/>. Acesso em: 04 jan. 2018.
FACEBOOK. Nubank. 2018. Disponível em: <https://www.facebook.com/nubankbrasil/>. Acesso em: 04 jan. 2018.
GOOGLE PLAY. Nubank. 2017. Disponível em: <https://play.google.com/store/apps/
details?id=com.nu.production&hl=pt_BR>. Acesso em: 04 jan. 2018.
KOZINETS, Robert. Netnography: Doing ethnographic research online. Toronto: Sage Publications, 2010.
KOZINETS, Robert. The field behind the screen: Using netnography for marketing research in online communities. Journal of marketing research, v. 39, n. 1, p. 61-72, 2002.
MINTO, Andrea; VOELKERLING, Moritz; WULFF, Melanie. Separating apples from oranges: identifying threats to financial stability originating from FinTech. Capital markets law journal, v. 12, n. 4, p. 428-465, 2017.
NUBANK. Sobre nós: contrato. 2017. Disponível em: <https://www.nubank.com.br/
contrato>. Acesso em: 05 jan. 2018.
NUBANK. Sobre nós: imprensa. 2017. Disponível em: <https://www.nubank.com.br/
imprensa>. Acesso em: 05 jan. 2018.
NUBANK. Sobre nós: o nu. 2017. Disponível em: <https://www.nubank.com.br/sobre-nos>. Acesso em: 05 jan. 2018.
OSTERWALDER, Alexander. An e-business model ontology for the creation of new management software tools and IS requirement engineering. FIP DsiAge' 2002 doctoral consortium, Cork, Ireland, 2002.
OSTERWALDER, Alexander; PIGNEUR, Yves. Business model generation: inovação em modelos de negócios. Rio de Janeiro: Alta Books, 2011.
OSTERWALDER, Alexander; PIGNEUR, Yves. Value proposition design. United States of America: Wiley Library, 2014.
RICHARDSON, James. The business model: an integrative framework for strategy execution. Strategic change, v. 17, n. 5-6, p. 133-144, 2008.
TEECE, David. Business models, business strategy and innovation. Long range planning, v. 43, n. 2-3, p. 172-194, 2010.