Evolução do Modelo de Negócio: O Caso de uma Instituição de Ensino Superior

Abstract

The evolution of a business model is a recurring theme in the literature, but its approach is still a challenge, especially from a methodological point of view. Using a procedural research approach, which allows for a longitudinal and in-depth observation perspective of events, this article aims to describe the evolutionary process of the business model of a private higher education institution, located in the state of São Paulo. The various phases of the institution's business model are analyzed, from formation to closure, according to critical incidents and how they acted on the components of the business model. It was found that the evolution of this business model followed a teleological cycle: based on dissatisfaction with the current situation, solutions were sought, and objectives were visualized and implemented to evolve the business model. Among the two alternatives identified in the business model literature for conducting evolutionary processes, it was observed that experimentation actions marked both the initial construction of the business model and the next stage of ascension. In the following two evolutionary processes, Extension and Revision actions are predominant