Rede de recurso: um modelo desenvolvido a partir do caso gol linhas aéreas

Abstract

Our objective in this study is to understand how a company's resources and competences are articulated in order to create an innovative business model. To achieve this, we have examined the entrance of a new Brazilian company into the domestic air travel market. Gol Linhas Aéreas was the object of the research and the period studied was 2001 to 2003, which covers the period of the company's entrance into and consolidation in the market place (the focus of this study). The theoretical foundation used was the Resource Based View (RBV). A qualitative methodology was adopted, which focused on the analysis of documents and interviews with industry experts and the company's senior executives. In our discussion, we developed the model that we named 'Resource Net', through which we demonstrate how a combination of organizational resources creates an innovative business model. In the conclusion of the study, we describe how the 'Resources Network' analysis advances the RBV theoretical body.