Barreiras e drivers para a adoção do sistema produto-serviço no contexto brasileiro

Abstract

More and more companies have sought to adopt new alternatives that benefit sustainability while at the same time enabling them to stand out in competitive markets and satisfy the needs of their consumer public. The product-service system (SPS) presents itself as an alternative, as it encourages the integrated offering of products and services. However, despite providing several benefits for companies, its adoption requires in-depth knowledge of the business model. Based on this, the present study aims to analyze the barriers and drivers for the adoption of the product-service system and its relationship with innovation and the business model of the industrial companies studied. For this, a quantitative study was developed through survey research, with 51 participating companies. The research model was based on studies by Tukker (2004); Pereira, Carvalho and Ribeiro (2013); Annareli, Battistella and Nonino (2016); Pessôa and Becker (2017); Adrodegari, Pashou and Sacanni (2017); Adrodegari et al. (2017); Jesus Pacheco et al. (2019) and Labbate et al. (2020). The data collection instrument was developed and validated with 32 experts in the field. Data analyzes were performed using descriptive statistics, mean difference tests and Spearman's Rô correlation. Regarding barriers to adopting the SPS, the need for employees to acquire new skills, the need for high investments and adjustments in companies are observed as the most relevant aspects according to the reality of the participating companies. In relation to the drivers, the possibility of using the maximum capacity of the product, the greater potential to satisfy consumer needs and the construction of better relationships with customers were the most relevant. The analysis of the business model innovation process made it possible to identify that the steps considered most important are related to the analysis of consumer needs and gap analysis. As for the SPS business model, it was observed that the elements of the model received low scores, which represents that the reality existing in companies is far from that presented in the model used, which was developed based on the characteristics of the SPS. The elements with the highest averages refer to relationships with suppliers, value for the consumer and target segments and customers. Regarding the tests of differences in means, it was possible to identify that business size influences barriers, drivers and elements of the business model. Finally, the correlation analysis allowed us to conclude that there are positive associations between the drivers, both in relation to the innovation process and the elements of the SPS business model. The results allowed the analysis of the aspects proposed by the study, enabling greater knowledge regarding the SPS in the context of industrial companies.