Cocriação e negócios de mídia : estudo de casos múltiplos sob a ótica da lógica dominante do serviço em marketing.

Abstract

This paper proposes an analysis on how printed media outlets are using value cocreation in the development of new business models. In this context, the approach of service-dominant logic (VARGO and LUSCH, 2004) was considered for this study because among all the central premises, it has the marketing focused on service and the participation of all actors in the value co-creation. Thus, focusing on the dyadic relationship between printed media outlets and advertising companies, a qualitative exploratory study is performed using the study of multiple cases as a tool – Na Pilha! publication and the Save the Sunday project; Donna business unit and the development of licensed products; and Glamour magazine and branded content work. From the analysis of the cases and crossing them with the studied theory, this dissertation shows how the actors relate to each other in a service ecosystem permeated by shared institutions, how they integrate resources to achieve strategic benefit, and how they ensure mutual learning for the qualification of the process. It also demonstrates how the printed media outlets still cohabit in a goods-dominant logic, where the delivery of value, over the value proposition, is still the guiding aspect. From the studied cases, this research also shows similarities and differences between printed media outlets with different scopes of activity, and it presents alternative ways to the traditional business model. Among the main indicatives is the understanding of the concept of B2B value co-creation in printed media outlets, the proposition of value that overlaps the sale of advertising space, the diversification of revenue sources, and a specific focus on co-creation of brand value and cobranding. From these results, the aim is to contribute to advances in the academic field, and in management decisions.