Value Perception Analysis in the Brazilian Company of Research and Industrial Innovation

Abstract

This study aims to analyze the perceived value of services provided by the Brazilian Company of Research and Industrial Innovation (EMBRAPII) to its contracting ministries and institutional partners. It utilizes the theory of value perception analysis and Constructivist Multi-criteria Decision Analysis to identify critical elements for evaluating EMBRAPII’s contracting organizations. Brainstorming sessions with experts led to the identification of five criteria and 14 sub-criteria. These criteria include a relationship with EMBRAPII, a signed agreement, EMBRAPII’s reputation, technical capacity, and the ability to adapt to changes. Data were entered into the second version of the MyMCDA-C software for value perception analysis. The findings showed a positive perceived value, with the best-performing sub-criteria relating to the organization’s reputation and the agreement signed. The study concludes that EMBRAPII needs to improve in areas such as adapting to change, the adequacy of its proposals for distinct types of partnership, and social media positioning. However, the contracting organizations generally support EMBRAPII’s direction and proposed solutions.

Keywords

• perceived value
• EMBRAPII
• institutional partners
• MCDA-C
• innovation