A Mensuração do Processo de Cocriação de Valor em Empresas do Setor Bancário Brasileiro

The emerging reality based on greater access to information, technological convergence, and the rapid evolution of the internet as a means of communication and conducting business, requires a reevaluation of the traditional enterprise-centric value creation system. This article addresses the idea of ??value co-creation, in which value is no longer defined within the company and only delivered to the consumer, but rather created jointly with stakeholders in a process focused on individuals and their experiences. Thus, the study seeks to expand knowledge about value co-creation in Brazilian companies based on empirical information. Therefore, the objective of the research is to measure value co-creation in companies in the Brazilian banking sector and to compare performance between them. The DART model (dialogue, access, risk, and transparency) proposed by Prahalad & Ramaswamy (2004) is used as the basis for the analysis of data obtained from the Corporate Sustainability Index (BM&F-ISE) of 2017. The results show the highlight of one of the analyzed banks, as well as the fact that the analyzed companies still need a greater focus on the development of factors related to the “access” dimension of the model used.