Framework para tomada de decisão baseada em dados em empresas brasileiras do segmento de centros auditivos

Abstract

This dissertation delves into the increasingly important role of data as intangible assets in business decisions for future performance and sustainable competitiveness, proposing a framework for data-driven decision-making in the audiology center sector. In the context of the Analytics Economy, data-driven decision-making is emphasized as a strategic action to enhance processes, products, and services, innovate, and increase competitiveness, especially in micro and small businesses. The research situates itself in the historical context of speech therapy in Brazil, highlighting the evolution of this economic segment and the growing role of audiology centers in the health and well-being of the population. The study emphasizes the relevance of the speech therapists' category in the country, addressing the importance and representativeness of this sector in Brazil. This study focuses on technological changes in the provision of hearing healthcare, highlighting the evolution of business models and patient-centered care. It stresses the need for agility in decision-making processes in audiology centers to adapt to new market demands and thus become more competitive businesses. The study concentrates on how to implement data-driven decision-making in Brazilian businesses within the audiology center segment. Objectives include developing a framework for this implementation, assessing the analytical maturity of these companies, identifying restrictive and driving factors to data-driven decision-making, and devising an action plan to increase the analytical maturity of the companies. As a result of the theoretical review of the state of the art on the topic, a framework was developed based on the structures of Data-Driven Culture, Business Strategy, Problem Solving and Improvement Opportunities, TBDB Managerial, Business Analytics, Data Management, and Strategic TDBD, supported in three areas: Business Management, Business Analytics, and business areas. The quantitative result of the applied research evaluating the level of analytical maturity shows that the companies are at an initial level of analytical maturity. The framework submitted for validation was conducted with qualitative research based on interviews with managers of audiology centers, who ratified the proposed framework. Limitations included few respondents participating in the research and the qualitative surveys having little depth. As suggestions for future studies, it is indicated to deepen the understanding of the results of this study with new research involving a broader and more diverse sample of audiology center managers. It would also be beneficial to investigate the applicability of the proposed framework to explore its utility and effectiveness in different business contexts.