Dinâmica Da Cocriação De Valor No Setor Da Saúde: Um Estudo De Casos Múltiplos No Mercado Paulista (original) (raw)

Over the past 10 years, consumers have undergone changes in their desires and attitudes and these attitudes, makes organizations turn their attention to the consumer's perspective, reconfiguring their roles and responsibilities in the value chain. This research aims to analyze the interactions between the stakeholders of the healthcare sector in the process of co-creation of value. The research is characterized as exploratory and descriptive, developed through a multiple case study. We collected secondary data (reports made available by companies) and primary (semi-structured interviews with senior management executives and operational management). We conclude that interactions occur mainly between operators, contracting companies, brokers and service providers, through actions that occur before, during and after use of the benefit by the end user.