Inovação em modelos de negócios de start-ups brasileiras no setor educacional

Abstract

Objective of the study: The aim of this article is to analyze how education technology start-ups in Brazil innovate their business models.Methodology: We conducted a multiple case study with 6 start-ups in the field of education, varying in terms of age, size and level of diversification. Our field surveys comprised interviews, observations and documents as data sources from 6 education sector start-ups. We used the extended case method as a guide for data analysis.Originality/relevance: This research contributes to a better understanding of how start-ups innovate in their business models.Main results: Among our main results, we found that in value creation, capabilities are developed in an informal and unstructured way. In value proposition, start-ups demonstrate considerable creativity in their offerings, but pay little attention to their channels and customer relations. In terms of value capture, they focus too much on the pursuit of revenue, but do not pay sufficient attention to cost control and pricing structure.Theoretical/methodological contributions: We collaborated with the scientific discussion on innovation in business models by discussing how 6 different start-ups innovate in their models.