Anais
Resumo do trabalho
Casos de Ensino · Negócios
Título
Service Innovation for Sustainable Urban Mobility: The Case of Bike Itaú and Its Role in Brazil’s Micromobility Ecosystem
Palavras-chave
Urban Sustainable Mobility
Teaching Case Study
Mobility as a Service (MaaS)
Autores
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Maria do Carmo RodriguezUNIVERSIDADE PRESBITERIANA MACKENZIE (MACKENZIE)
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Dimária Silva e MeirellesUNIVERSIDADE PRESBITERIANA MACKENZIE (MACKENZIE)
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Gilberto PerezUNIVERSIDADE PRESBITERIANA MACKENZIE (MACKENZIE)
Resumo
O caso
This teaching case explores the Bike Itaú initiative as a pioneering example of Mobility as a Service (MaaS) in Latin America. It examines how Tembici and Itaú collaborated to develop a scalable, sustainable, and digitally integrated bike-sharing service. Through a narrative approach, the case analyzes strategic decisions related to value creation, service configuration, and impact appropriation in urban mobility ecosystems.
Objetivo de ensino
The case aims to help students understand the dynamics of business model innovation in sustainable mobility. It enables critical reflection on how companies create, configure and appropriate value in partnership with public actors, how platforms scale under institutional constraints, and how sustainability agendas influence service design. It is especially suitable for discussions on innovation strategy, governance, and sustainable urban transformation.
Fontes e Métodos de coleta
The case is based on secondary data collected from public sources such as Itaú and Tembici reports, municipal regulations, news media, and official websites. Additional insights were derived from interviews published by major outlets (e.g., CNN Brasil, Valor Econômico). The material is structured using the Value CCA framework (Creation, Configuration, Appropriation), with dilemmas and narratives drawn from real-world practice.
Disciplinas sugeridas para uso do caso
This case is suitable for graduate and executive education in Strategy, Innovation, Public Policy, and Sustainability. It can also be used in interdisciplinary programs focused on Smart Cities, Urban Planning, Sustainability, or Business Models. It supports analytical discussions on service platforms, collaborative governance, and social impact in emerging market contexts.
Sugestões de bibliografia
Meirelles & Thomaz (2024); Rindone (2022); Savastano et al. (2023); Basu & Ferreira (2021); Brezovec & Hampl (2021); Tembici ESG Reports (2021–2023); Itaú Unibanco ESG Reports (2022–2023).