Strategic analysis of the brazilian Application Service Providers (ASP) market

Authors

DOI:

https://doi.org/10.5965/2764747102042013112

Keywords:

Application Service Provider, software as a service, strategic analysis

Abstract

The objective of the research was to study the Brazilian market for Application Service Providers (ASP) under the strategic analysis main theories. An ASP is a company that provides a service under contract to provide, host and manage applications for remote clients. This business model has been made possible by advances in information technology and communications, and is especially attractive for medium and small companies. Although fairly recent, from the late 1990s, in the second decade of this century the term has fallen into disuse and was replaced by Software as a Service (SaaS). The model still faces difficulties in its adoption in Brazil and the world, and this paper presents a case study which allowed a strategic analysis of the ASP industry. The research consisted of an extensive field research conducting interviews with executives from 26 companies within the Brazilian ASP value chain, seeking to identify the key issues that were involved in the dissemination of the model. For the analysis of the industry were used most widespread concepts of strategic analysis, especially Porter (1979 and 1985), with its model of competitive analysis - "Five Forces" - and "Generic Strategies”. However, the findings of the research showed that other concepts need to be taken into account to capture the strategic complexities of the sector, notably the notion of "complementors" and “ecosystems” and search for strategies other than simply compete to have the "best product".

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Author Biography

Luis Antonio da Rocha Dib, Federal University of Rio de Janeiro, UFRJ, Brazil.

PhD in Business Administration from the Coppead Institute of Administration/UFRJ, Coppead, Brazil.

Has a Master’s degree in Business Administration from the Coppead Institute of Administration/UFRJ, Coppead, Brazil.

Graduated in Civil Engineering at the Rio de Janeiro Federal University, UFRJ, Brazil.

Professor at the Coppead Institute of Administration/UFRJ, Coppead, Brazil.

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Published

2013-12-20

How to Cite

Dib, L. A. da R. (2013). Strategic analysis of the brazilian Application Service Providers (ASP) market. Revista Brasileira De Contabilidade E Gestão, 2(4), 112–124. https://doi.org/10.5965/2764747102042013112

Issue

Vol. 2 No. 4 (2013)

Section

Articles

License

Copyright (c) 2015 Luis Antonio da Rocha Dib

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