Internet das coisas e seu impacto na vantagem competitiva das empresas

Abstract

A rapid evolution of the technologies based on the Internet of Things, due to the low cost, makes companies take strategic decisions to create and improve the capabilities that make it possible to explore digital novelties, to introduce innovation in the business model, and to maintain the competitive advantage. The purpose of research is to diagnose how agricultural companies use and overcome the limitations related to IoT in their business model, specifically in relation to competitive advantage. The methodology used in the research is a study of multiple cases, in two agricultural companies interviewing each company with two leaders with views, techniques and management, the study being described as qualitative with content analysis of semi-structured, exploratory and descriptive interviews. This work addresses, in this context, IoT usage needs, as well as barriers and strategic decisions, and aims to contribute scientifically to the university and the administrators of the area in addition to increasing the low number of publications on IoT and the business environment. As a result of the research, we obtained that the needs for the use of IoT technologies, by the agricultural sector, is in initial evolution, seeking operational efficiency and adjustments in the value proposition, improving the quality of its products through the traceability and rationalization of environmental assets. Even more attention was observed regarding the return on investment, the technological infeasibility, mainly of connectivity technologies, and also the high complexity and value presented in IoT solutions. The strategic logic identified in this adoption evolution process is more related to the use of IoT as a factor that enables improvements in the value proposition than as a source of competitive advantage. Thus, it was possible to build a facilitating guide capable of assisting in the diagnosis and management of companies in the agricultural sector in three main stages of adopting IoT technologies.