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Modelo de negócio social:o caso da Congregação das Servas de Nossa Senhora de Fátima
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Advisor(s)
Abstract(s)
A presente dissertação de mestrado enquadra-se no âmbito da gestão de organizações de economia social e trata-se de um estudo de caso realizado numa congregação religiosa.
O objetivo deste estudo prende-se com a elaboração de um modelo de negócio social para a congregação, sob forma de manutenção de duas das suas casas, uma em Santarém e outra em Lisboa. Este modelo de negócio social foi baseado no quadro de modelo de negócio Canvas, de Osterwalder e Pigneur (2011).
Os métodos utilizados para a recolha de informação foram inquéritos por questionário, semiestruturados, com perguntas abertas e fechadas, focus group e entrevistas.
Os inquéritos foram aplicados aos utilizadores de ambas as casas, uma vez que estas estão abertas ao público e existe a possibilidade de as pessoas usufruírem de serviços, nomeadamente, de aluguer de espaços.
O focus group e as entrevistas foram realizados também com utilizadores das casas e outros stakeholders da Congregação. Relativamente aos resultados do estudo, tendo em conta as respostas aos inquéritos e os contributos dos participantes no focus group e dos entrevistados, chegou-se ao modelo de negócio social final, onde em relação ao modelo inicialmente criado, se reflete numa maior abrangência ao nível das propostas de valor, canais de comunicação, potenciais clientes e receitas.
Deste estudo é possível tirar, essencialmente, três conclusões. A primeira é a necessidade de uma maior divulgação dos serviços da Congregação; depois a pertinência que tem a abertura de atividade económica por parte desta e, por fim, é também conveniente que se apliquem preços aos serviços prestados, dada a
inviabilidade de funcionar apenas com base em donativos.
This master's thesis falls within the scope of the management of social economy organisations and is a case study carried out in a religious congregation. The aim of this study, carried out between March and December 2023, was to develop a social business model for the congregation, in the form of maintaining two of its houses, one in Santarém and the other in Lisbon. This social business model was based on the Canvas business model framework by Osterwalder and Pigneur (2011).The methods used to gather information were semi-structured questionnaire surveys with open and closed questions, focus group and interviews. The surveys were applied to users of both houses, since they are open to the public and there is the possibility of people taking advantage of services, namely renting space. The focus group and interviews were also carried out with users of the houses and other stakeholders in the congregation. With regard to the results of the study, taking into account the responses to the surveys and the contributions of the focus group participants and interviewees, the final social business model was arrived at, where compared to the model initially created, it is reflected in greater comprehensiveness in terms of value propositions, communication channels, potential clients and revenues. Three main conclusions can be drawn from this study. The first is the need for the Congregation's services to be better publicised; the second is the relevance of opening up economic activity and, finally, it is also advisable to apply prices to the services provided, given the impossibility of operating solely on the basis of donations.
This master's thesis falls within the scope of the management of social economy organisations and is a case study carried out in a religious congregation. The aim of this study, carried out between March and December 2023, was to develop a social business model for the congregation, in the form of maintaining two of its houses, one in Santarém and the other in Lisbon. This social business model was based on the Canvas business model framework by Osterwalder and Pigneur (2011).The methods used to gather information were semi-structured questionnaire surveys with open and closed questions, focus group and interviews. The surveys were applied to users of both houses, since they are open to the public and there is the possibility of people taking advantage of services, namely renting space. The focus group and interviews were also carried out with users of the houses and other stakeholders in the congregation. With regard to the results of the study, taking into account the responses to the surveys and the contributions of the focus group participants and interviewees, the final social business model was arrived at, where compared to the model initially created, it is reflected in greater comprehensiveness in terms of value propositions, communication channels, potential clients and revenues. Three main conclusions can be drawn from this study. The first is the need for the Congregation's services to be better publicised; the second is the relevance of opening up economic activity and, finally, it is also advisable to apply prices to the services provided, given the impossibility of operating solely on the basis of donations.
Description
Dissertação, Mestrado, Gestão de Organizações de Economia Social, Instituto Politécnico de Santarém, Escola Superior de Gestão e Tecnologia, 2024
Keywords
Canvas Casas Comunicação Congregação Modelo de Negócio Social Communication Congregation Houses Social Business Model
Citation
Marcelino, M. (2024). Modelo de negócio social:o caso da Congregação das Servas de Nossa Senhora de Fátima. Escola Superior de Gestão e Tecnologia, Santarém. Disponível na WWW em:<http://hdl.handle.net/10400.15/4870>