Destruição de valor na transformação digital: proposta de um artefato para mapeamento de riscos em serviços

Abstract

This thesis investigated the impacts of Digital Transformation on the Value Cycle of services, identifying critical points that may lead to value destruction for the business. Using Design Science Research (DSR) methodology, the DTRA software was developed and validated to map risks associated with value destruction in Digital Transformation. The main findings highlight that, although digital transformation significantly enhances value creation capabilities through personalization and process optimization, it also increases the risk of value destruction due to reduced organizational control over value maintenance. The research identified critical points particularly in the stages of value proposition, communication, and delivery. Additionally, the artifact was validated through practical cases in the education and financial sectors, demonstrating its effectiveness in identifying these risks.