The GPMC participant, Fernanda Klein, will be presenting her research “Co-creation of public policies and marketing in smart cities: The causal effect on the creation of businesses” at the Group’s Weekly Seminar on November 28th. As always, the meeting will take place in a hybrid format, via Zoom and in person in the CEPA room of the School of Administration. Your participation is very welcome!
Now, a bit about the work: Industrial cities created productive responses to a market of scarcity and left urban externalities that require interventions. To become sustainable in the long term, smart cities emerge as an approach to integrated and efficient management, involving governments, public policies, citizens, businesses, and other stakeholders, who together promote value creation. In marketing, this dynamic is widely known as co-creation, a dialogue between stakeholders who jointly develop legitimate public policies aligned with local demands. By analyzing the literature on how smart city public policies influence the growth of SMEs in the Scopus and WoS databases, a substantial absence of the co-creation concept was identified. Although this concept is implicit in the dynamics, it is not objectively addressed in this literary field. Therefore, a framework is proposed to integrate co-creation into the dynamics of smart cities, as well as a research agenda that connects co-creation to this field of literature. This proposition would benefit from drawing closer to existing knowledge in marketing to improve dynamics and enhance political interventions. The theoretical survey also enabled the development of an empirical study, which measured the impact of the public policy “Espaço do Empreendedor” (Entrepreneur Space). This policy aims to welcome and guide citizens who wish to start their entrepreneurial activities with less bureaucracy, through physical service channels. This public policy, a service from a marketing perspective, not only economically includes citizens but also promotes a fairer access environment to entrepreneurship. To estimate the impact of the policy, the synthetic control method was used, which allowed evaluating the impact of the policy on the variable of interest, the number of individual microentrepreneurs (MEIs), from 2009 to 2023. The positive effects of co-creation in public policy marketing reinforce the need for marketing to approach the field of public policies aimed at entrepreneurship in smart cities.
Fernanda is a master’s student in Marketing at the Graduate Program in Administration at the Federal University of Rio Grande do Sul (PPGA/UFRGS), where she is part of the Marketing and Consumption Research Group (GPMC). Her studies focus on topics such as co-creation, smart cities, entrepreneurship, marketing, and public policies. Currently, Fernanda works as a public servant at the Federal University of Health Sciences of Porto Alegre (UFCSPA), where she contributes as a member of the Ethics Committee and the Innovation, Technology, and Entrepreneurship Center (NITE-Saúde). Previously, she accumulated over 12 years of experience in the private sector. She worked as an Oral Care consultant at Colgate-Palmolive for four years, promoting direct marketing to dentists for the Swiss brand Elmex, earning several recognitions. She also worked at Itaú-Unibanco in business operations, recognized for excellence in renegotiations. At Sicredi, she developed her career, holding the position of Personal Banking Business Manager with a segmented client portfolio. During her master’s program, Fernanda participated in the AcelerEA project, collaborating with the company SAVE – South America Vehicle Electrification – on marketing research on fast and safe charging in the automotive sector. Additionally, she was involved in a SEBRAE-RS project focused on analyzing and diagnosing the maturity of micro and small businesses (MSEs). Fernanda combines her practical professional experience with her academic interest to explore innovative marketing strategies, such as the co-creation of public policies and service delivery, aiming to contribute to the development of entrepreneurship and smarter, more entrepreneurial cities.
Meet link: https://mit.zoom.us/j/92825888029
