FROM UNIVERSITY TO INDUSTRY, BUILDING BRIDGES: CO-CREATING VALUE BETWEEN FATEC AND LEADING ORGANIZATIONS IN SÃO PAULO
DOI:
https://doi.org/10.24325/issn.2446-5763.v11i33p108-124Keywords:
Cocriação de valor, Gestão de Marketing, Estudo de caso “vivo”, Cooperação universidade-empresaAbstract
This article examinates value co-creation in Marketing management through a collaborative partnership between Fatec, a higher education institution, and DSM-Firmenich, a leading company in its sector. Using a live case study as the methodological approach, the project involved undergraduate students from the Business Management course at Fatec Cotia and Human Resources and Marketing professionals from DSM-Firmenich. The engagement of students with real organizational challenges enabled the practical application of marketing concepts, fostering critical thinking and the pursuit of innovative solutions that generated valuable insights for the company. The managers recognized the quality, professionalism, and overall value of the students’ work, expressing satisfaction and support for the project's continuation and enhancement. The results highlight the benefits of university-business cooperation as an effective mechanism for value co-creation, integrating experiential learning with the development of practical and strategic solutions for the industrial and service markets.
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Os conteúdos expressos no trabalho, assim como os direitos autorais de figuras e dados, bem como sua revisão ortográfica e das normas são de inteira responsabilidade dos autores.
Declaração de autoria
Jorge Tenório Fernando: Concepção, Metodologia, Investigação, Redação da Versão Final e Figuras;
Saulo Ferraz Júnior: Concepção, Metodologia, Revisão e Edição;
Elifas Gorgonho Farias: Concepção, Metodologia, Revisão e Edição.
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Copyright (c) 2025 Jorge Tenório Fernando, Saulo Ferraz Júnior, Elifas Fernandes Gorgonho Farias
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