Cocriação de valor e desempenho de mercado: um estudo em lojas exclusivas do segmento de móveis planejados

Abstract

The literature about to the co-creation of value indicates that co-created products or services have greater pricing potential and positively influence the development of new innovation strategies for products and services, due to the greater perception of value on the part of consumers, which can contribute as a link for better market performance. Through a cross-sectional survey conducted with 151 representatives of exclusive stores in the planned furniture segment and analyzed using the Structural Equation Modeling technique, the present work sought to test and empirically validate a theoretical model that related the constructs of market orientation, value co-creation, value-based pricing capabilities, product / service innovation strategies and market performance. The results showed that the market performance of the stores surveyed is explained in 39.7% by the constructs contained in the proposed model. Specifically, the study showed that four hypotheses remained confirmed: (i) the co-creation of value has a positive and significant impact on product / service innovation strategies and (ii) on pricing capacity based on value, as well as (iii) value-based pricing has a positive and significant impact on the stores' market performance, as well as (iv) innovation strategies. However, it was found that the orientation towards the market was not configured as an antecedent to the companies' co-creation processes of value and, consequently, in their market performance, rejecting two of the initial hypotheses. In addition, adopting the foundation time of shops and its profitability as moderators, the results showed that companies with a longer foundation time have greater pricing capacity based on value derived from co-creation processes, as well as younger companies had a stronger relationship transparency towards the construction of value co-creation processes. On the other hand, the moderation of profitability was not significant in terms of impact on the proposed model, that is, this boundary variable does not significantly influence the proposed relationships. As a main contribution, the research showed that the co-creation of value does not have a positive, significant and direct impact on market performance (initial hypothesis rejected), but allows a greater capacity for pricing based on value and has a positive impact on the development of strategies innovation, constructs that indirectly affect the market performance of the segment surveyed.