A startup enxuta como metodologia para desenvolver produtos digitais : uma análise exploratória sobre o uso da metodologia por empresas em operação no Brasil

• Ano de defesa: 2020
• Autor(a) principal: Carota, Marcelo de Oliveira
• Orientador(a): Ponchio, Mateus Canniatti
• Banca de defesa: Strehlau, Vivian Iara, Francisco, Eduardo de Rezende
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado Profissional em Comportamento do Consumidor
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: startup enxuta; gerenciamento de produtos; orientação empreendedora; desenvolvimento de clientes, produtos digitais
• Palavras-chave em Inglês: lean startup; product management; entrepreneurial orientation; customer development; digital products
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://tede2.espm.br/handle/tede/514

It is estimated that about 40% of new products that involve some type of software construction fail to launch. In an effort to eliminate the waste often found in product development processes, the lean startup method offers companies a ways to reduce uncertainty and increase success rates in launching a product. In order to explore the perceived effectiveness in the performance of digital products as the use of the methodology, we conducted this research with 98 people in high management positions in companies, predominantly medium and large, and identified gaps in understanding and use of the lean startup. 69% of the sample invested in projects of up to R $ 1 million and, for 56% of the respondents, the development efforts were concentrated on the launch of new digital products for the company. Although most managers recognize that the lean startup influences product performance, the methodology is not fully applicable with only six of the eleven listed techniques used. Even so, the results obtained allowed to identify that the (partial) adoption of the methodology has effects on the product's performance. There was no evidence that the dominance in the company's management model for one of the dimensions of entrepreneurial orientation (OE) could be indicative of the empirical use of lean startup, however, it was possible to infer that three out of five dimensions, regardless of the methodology used, bring effects on product performance.