A STUDY OF THE BRAZILIAN AUTOMOTIVE SEGMENT

Abstract

Abstract: This article is in the area of business administration and management, with a specific focus on operations and services management, and aims to explore how servitization can strengthen competitiveness and innovation in the Brazilian automotive industry. There is a need for empirical studies that investigate the servitization practices adopted by automotive companies in Brazil and the results of these practices. This study aims to evaluate recent transformations in the Brazilian automotive business model from the perspective of servitization strategies. As its main theoretical contribution, this study discusses servitization as one of the strategies for generating innovation. This article uses qualitative research and a documentary survey as its methodology. The main results are the offer of new services linked to products, innovation in mobility solutions, innovative business models, differentiated services adapted to contemporary demands and strategic partnerships. Managerially, the comparative analysis provides an overview of the status quo for this segment. In addition, recommendations on the use of the study for companies are proposed.