Cocriação de valor em instalações esportivas universitárias nos EUA e no Brasil

Vanessa Carvalho Miranda Tavares; João  Paulo Lara de Siqueira; Benny Kramer Costa; Cinthya da Silva Nascimento

doi:10.21710/rch.v15i0.244

Authors

Vanessa Carvalho Miranda Tavares Universidade Nove de Julho
João Paulo Lara de Siqueira Universidade Nove de Julho
Benny Kramer Costa Universidade Nove de Julho
Cinthya da Silva Nascimento Universidade Nove de Julho

DOI:

https://doi.org/10.21710/rch.v15i0.244

Keywords:

Value cocreation. Sports facilities.DART model.

Abstract

Based on the fact that physical activities can be practice properly at the sports facility and realizing the value cocreation theory can contribute to a rapprochement between clients (services users) and services providers to the both get advantages, this study sought to answer the question â€œvalue cocreation is used in the management of university sports facilities?â€. The aim of the study was to identify evidences of the interaction blocks between the facilities and their users to establish a cocreative relationship. The Theoretical framework used was the DART (Dialogue, Access, Risk and Transparency) model, developed by Prahalad & Ramaswamy (2004). The method used was the empirical, document analysis, technical visits and interviews with the managers of the Recreation Center at the University of Massachusetts Amherst (Umass) and the Sports Center facilities at the University of SÃ£o Paulo (CEPE â€“ USP). The results showed that the two facilities had cocreative practices, although their managers are unaware of the theory.

Author Biographies

Vanessa Carvalho Miranda Tavares, Universidade Nove de Julho

Mestre em AdministraÃ§Ã£o e GestÃ£o de Esportes - UNINOVE.

Pos Graduação em Gestão de pessoas - UNINOVE.

Bacharel e Licenciatura em Educação Física - UNIBAN.

João Paulo Lara de Siqueira, Universidade Nove de Julho

Professor do Mestrado Profissional em AdministraÃ§Ã£o e GestÃ£o do Esporte â€“ UNINOVE.

Doutor pela Faculdade de Economia, Administração e Contabilidade Mestre pela Faculdade de Economia, Administração e Contabilidade da USP.

Mestre pela Faculdade de Economia, Administração e Contabilidade da USP.

Benny Kramer Costa, Universidade Nove de Julho

Diretor e Professor do Mestrado Profissional em AdministraÃ§Ã£o e GestÃ£o do Esporte â€“ UNINOVE.

Professor Livre-docente da Escola de ComunicaÃ§Ãµes e Artes Â â€“ ECA/USP.

PÃ³s-Doutor e Doutor em AdministraÃ§Ã£o pela Faculdade de Economia, AdministraÃ§Ã£o e Contabilidade â€“ USP.

Cinthya da Silva Nascimento, Universidade Nove de Julho

Graduada em CiÃªncias da Atividade Física - USP.

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