Dinâmicas de criação, compartilhamento e captura de valor em ecossistemas de plataformas digitais: o caso de uma AgFintech

Abstract

Markets are currently being organized in an increasingly complex way, moving towards Platform Business Models in ecosystemic and digital formats. Digital Transformation (DT), driven by emerging innovations, is changing the dynamics, strategies, competitiveness, positioning, relationships and, above all, the Value Proposition (VP) of organizations. The most successful companies in the world are Business Models of Digital Platform Ecosystems, which makes it a contemporary phenomenon of growing interest, which presents gaps that are not yet understood, primarily related to VP. In addition, few studies have focused on Business Models of Digital Platform Ecosystems in developing countries and in the agribusiness sector. This thesis explores the complex dynamics of Business Models of Digital Platform Ecosystems in the context of TD, with the aim of analyzing how the process of creating, sharing and capturing value occurs in a financial sector Business Models of Digital Platform Ecosystems applied to agribusiness in an emerging market. To achieve this goal, a qualitative, deductive, exploratory, single-case study was carried out, analyzing an AgFintech, called “AgroFinX” in this study. Primary and secondary data were collected and analyzed using the content analysis technique. The main results identified that there are different levels of value co-creation, according to each complementor, with some actors co-creating more than others. Business Models of Digital Platform Ecosystems are future trends, with each organization seeking to create its own Business Models of Digital Platform Ecosystems for different audiences. Companies are participating in multiple ecosystems, in a coopetition format. Big players are partnering with smaller players in the quest for competitiveness and continuous value delivery. Regulations such as the LGPD and Banking Secrecy Act affect these MLs, influencing their VP and strategies. Business Models of Digital Platform Ecosystems are affected by external and contextual factors such as political, economic, climatic, geographical, infrastructural, socio-cultural and digital. In the agribusiness sector there are inherent barriers to the activity, which is complex and multifaceted and requires differentiated solutions.