Gamification: a utilização de dinâmicas de jogos na gestão de redes de cooperação empresarial

Abstract

The horizontal networks are complex organizations that bring together individual businesses with a specific purpose. They require tools to align the goals associated with the organization, to promote interaction between them and establish non-financial motivations. With this assumption, the Gamification emerges as a tool in managing horizontal networks to generate motivation of participants through dynamic games. The application of Gamification tools in managing these organizations can serve as stimulus surroundings, transforming activities of associates in games and thus promote interaction and motivation in a playful way. The main tools are gamification points, medals, levels, challenges and ranking. In this dissertation these tools were identified and analyzed within the quality program of REDEMAC, known as Qualificar REDEMAC. For this it was proposed through a literature review and an exploratory research, using the method of case study to understand the dynamics of games within the Qualificar REDEMAC and how Gamification and its tools can collaborate with the management of these organizations. The dynamics involving their use should, wherever possible, promote motivation, one experiencing playful, and transparency in the rules. The use of points as well as the use of trophies was adopted as motivational factors and in order to give status to participants that stood out. However, the difficulty in obtaining these points would eventually prevent associated to evolve rapidly in the three levels of Qualificar REDEMAC, making the program expensive and demotivating. The ranking tool applied to a horizontal network was not a motivating factor, given the type of relationship that is established in this type of network. Based on these findings, we can say that the Gamification helps the management of cooperative networks and suggests that future studies address networks with higher and lower degree of closeness of the members. It is also suggested to study the application of the tools of ranking and challenges in another horizontal network, considering that in this case study it was not applied as proposed by the Gamification theory.