Definição do modelo de negócio em empresas de base tecnológica: um processo de decisão baseado no método Analytic Hierarchy Process (AHP)

Abstract

The Business Planning Process (BPP), in the context of technology-based firms (TBF), is complex and dynamic. Aims to transform the results of research into a new technology-based firm and guides the search for important information, able to subsidize the creation of these ventures, helping the entrepreneurial team, usually composed of technology entrepreneurs and professional managers to develop business and structure their logistics strategies, financial, organizational, marketing and production. During the unfolding of the activities that make up the BPP, detects the need to define the business model for these start-ups. Therefore, it is attributed to the entrepreneurial team responsibility for this definition. The business model in this case is guided by the decision both on the market positioning as on the definition of the structure of the value chain, and these two decisions simultaneous and interactive. The market positioning refers to choices about the target audience and the differentials of the business, including the structuring of the marketing mix, especially the definition of the product being sold and marketing channels to be explored. The structure of the value chain is guided by the decision to outsource or internalize (make-or-buy decision) given activity. Despite the importance of defining the business model in the case of TBF, few studies are conducted in the country for this purpose. Given the above, the objective of this research is to propose a process to aid decision making, using the method Analytic Hierarchy Process (AHP) for defining the business model in TBF. The AHP enables to develop a model of the type multicriteria decision. The research, conducted by the methodological strategy of action research and survey, sought to identify the criteria that guide the choices necessary to market positioning and structuring of the value chain of TBFs. As a result, it has been the definition of a process to aid decision making that guides the definition of the business model based on the specific needs of each EBT, consists of six steps: a) analysis of market players, b) identifying positioning opportunities c) prioritization of positioning market with the help of AHP d) mapping of the primary activities relating to this position, e) analysis and identification of dubious activities in relation to the make-or-buy decision and f) application of AHP for this decision. This study sought to provide a theoretical contribution to the fields of knowledge of marketing and operations, to empirically validate a model that considers various relevant criteria for decision-making, in order to guide the development of the business over BPP. Expected to contribute to the Brazilian research centers are able to adequately fulfill this which is one of its most important social functions: to promote the development and business generation technology for the development of society.