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MANIFESTAÇÕES DE MODELOS DE NEGÓCIOS SUSTENTÁVEIS NO SETOR DE SAÚDE SUPLEMENTAR: DOIS ESTUDOS DE CASO DE EMPRESAS BRASILEIRAS
Resumo
RESUMO: Os planos de saúde brasileiro são players da saúde suplementar privada, que apoiam na sustentação do sistema nacional de saúde. Este estudo investiga de que forma os desafios e oportunidades da sustentabilidade empresarial estão sendo consideradas por estas empresas, visto sua acelerada agenda de transformação. A análise foi conduzida pela abordagem sustainable business model (SBM) e suas manifestações, dado os diferentes modelos de negócio, sob idêntica regulação da Agência Nacional de Saúde Suplementar. Para tanto, foi elaborada uma pesquisa qualitativa, através de estudo de caso composto. O trabalho identificou que o segmento incorpora os SBMs conectando os temas estratégicos e de sustentabilidade na gestão, operando com a combinação de quatro classificações em designs e graduações diferenciadas. A pesquisa ficou restrita a duas organizações do segmento e um respondente por empresa. Tais limitações podem ter restringido entendimentos sobre o panorama. As contribuições são a confecção de constructo de manifestações de SBM para o segmento e o caminho para conectar as dimensões ecológicas, sociais e econômicas a missão, visão e valores, na busca de vantagem competitiva e resiliência das organizações.
Palavras-chave: Modelos de negócios sustentáveis; Tipologias de modelos de negócios sustentáveis; Modelos de negócios sustentáveis na saúde suplementar brasileira.
ABSTRACT: Brazilian health plans are players in private supplementary health, which support the national health system. This study investigates how the challenges and opportunities of corporate sustainability are being considered by these companies, given its accelerated transformation agenda. The analysis was conducted using the sustainable business model (SBM) approach and its manifestations, given the different business models, under identical regulation by the National Supplementary Health Agency. To this end, qualitative research was developed through a composite case study. The work identified that the segment incorporates SBMs connecting strategic and sustainability subjects in management duties and by operating with a combination of four classifications in different designs and graduations. The research was restricted to two organizations in the segment and with one interview per company. Such limitations may have restricted understandings of the panorama. The contributions are the creation of a construct of SBM manifestations for the segment and the path to connect the ecological, social and economic dimensions to the mission, vision and values in the search for competitive advantage and organizations resilience.
Keywords: Sustainable business models. Sustainable business models taxonomy. Sustainable business models in private health - Brazil.
RESUMEN: Los planes de salud brasileños son actores de la salud complementaria privada, que apoyan al sistema nacional de salud. Este estudio investiga cómo estas empresas están considerando los desafíos y oportunidades de la sostenibilidad corporativa, dada su acelerada agenda de transformación. El análisis se realizó utilizando el enfoque de sustainable business model (SBM) y sus manifestaciones, dados los diferentes modelos de negocios, bajo idéntica regulación de la Agencia Nacional de Salud Complementaria. Para ello se desarrolló una investigación cualitativa a través de un estudio de caso compuesto. El trabajo identificó que el segmento incorpora SBM conectando temas estratégicos y de sostenibilidad en la gestión e operando con una combinación de cuatro clasificaciones en diferentes diseños y graduaciones. La investigación se limitó a dos organizaciones del segmento y un encuestado por empresa. Estas limitaciones pueden haber restringido la comprensión del panorama. Los aportes son la creación de un constructo de manifestaciones de SBM para el segmento y el camino para conectar las dimensiones ecológica, social y económica con la misión, visión y valores, en la búsqueda de ventaja competitiva y resiliencia de las organizaciones.
Palabras clave: Modelos de negocio sostenibles; Tipologías de modelos de negocio sostenibles; Modelos de negocio sostenibles en la salud complementaria brasileña.
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