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Master's Dissertation
DOI
10.11606/D.12.2003.tde-26052009-111527
Document
Author
Full name
Renê Birochi
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2003
Supervisor
Committee
Reinhard, Nicolau (President)
Morgado, Eduardo Martins
Santos, Dilson Gabriel dos
Title in Portuguese
O mapa de valor da indústria de e-learning no Brasil, segundo critérios de valor percebido.
Keywords in Portuguese
Administração - Sistemas de informação
E-Learning
Educação a distância
Valor percebido
Abstract in Portuguese
Foram estudados os principais fatores de valor percebido pelo mercado em relação aos produtos e serviços oferecidos pelas empresas fornecedoras de insumos de E-Learning. O estudo desses fatores, relacionados aos respectivos segmentos que compõem essa indústria, permitiu posicionar as principais empresas (uma em cada segmento) que se adequaram melhor a esses fatores de valor percebido. Foi realizada também uma revisão da literatura, para definir o conceito de E-Learning, descrevendo suas diversas aplicações e organizando-as em quatro aspectos: o pedagógico, o tecnológico, o gerencial e o relativo ao negócio dessa atividade. Propôs-se, também, um mapa de valor dessa indústria, tratando de segmentá-lo. O conceito de valor foi estudado, considerando-o dentro da perspectiva da percepção do cliente, ou seja, foram abordados os aspectos relativos aos critérios que constituem o valor percebido. Finalmente, foi aplicada uma pesquisa de campo a um grupo de especialistas da indústria de E-Learning, com o objetivo de classificar os principais fatores de valor percebido pelo mercado, avaliar um fornecedor em cada segmento de atuação e selecionar aquele que atendeu melhor aos critérios de percepção de valor. Os resultados obtidos por meio da análise das respostas dos especialistas apontaram caminhos para a realização de novos estudos sobre o negócio E-Learning, além de estabelecer critérios importantes relativos às principais empresas fornecedoras dessa indústria.
Title in English
The value map of the e-learning industry in Brazil according to perceived value.
Keywords in English
Distance Learning
E-Learning
Information Systems in Business
Technology - Enabled education
Abstract in English
This Masters Degree Dissertation studies the main factors of market perceived value in relation to products and services offered by E-Learning input supplying companies. The study of such factors, related to the segments which comprise this industry, enabled us to identify the main companies one of each segment which best adapted to selected perceived value factors. Initially a literature review was carried out, aiming at defining the concept of E-Learning, describing its different applications and organizing it in four axes of main coordinates: the pedagogical aspect, the technological aspect, the management aspect and the business aspect of the activity. Another aim of such a literature review was understanding the development of this industry, through companies which comprise it, and then propose a value map of such an industry, dividing it into segments with the support of studies on this topic. The third step of this review was a focus on the concept of value. It was therefore adopted a theoretical line which considers value within the clients perception perspective. In other words, the focus was on aspects related to the criteria which comprise the so-called perceived value. Finally, a field research was carried out along with a group of E-Learning experts, with the following aims: ranking the main factors of market perceived values, in order to assess a supplier in each segment; and selecting only one company, in each of the segments, which best fits the perceived value criteria previously obtained. The results obtained by the consolidation and analysis of the experts answers pointed out ways to carry out new studies on the E-Learning business point of view, as well as establish important criteria about the main supplying companies of this industry.
 
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mestrado.pdf (2.33 Mbytes)
Publishing Date
2009-05-28
 
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