BIBLIOGRAFIA BÁSICA:
 Aulet. B. (2013). Disciplined entrepreneurship: 24 steps to a succesful startup. Hoboken:
John Wiley & Sons.
 Blank, S., & Dorf, B. (2012). The startup owner´s manual: the step-by-step guide for building
a great company. Pescadero: K&S Ranch.
 Cleveland, B. (2019). Traversing the traction gap. New York: Radius Book Group.
 Furr, N.; & Dyer, J. (2014). The innovator´s method: Bringing the lean startup into your
organization. Boston: Harvard Business Review Press.
 Gassmann, O., Frankenberger, K., & Csik, M. (2014). The business model navigator: 55
models that will revolutionise your business. Harlow, England: Pearson.
 Osterwalder, A., & Pigneur, Y. (2010). Business model generation: a handbook for
visionaries, game changers and challengers. Hoboken: John Wiley & Sons.
 Pedroso, M.C. (2016). Modelo de negócios e suas aplicações em administração. (Tese de
livre-docência). Faculdade de Economia, Administração e Contabilidade, Universidade de
São Paulo, São Paulo, Brasil.
 Ries, E. (2011). The lean startup: How today's entrepreneurs use continuous innovation to
create radically successful businesses. New York: Crown Business, 2011.

BIBLIOGRAFIA COMPLEMENTAR:
A seguir, apresenta-se a bilbliografia complementar, específica por tema abordado na
disciplina.

Educação empreenderora.
 Neck, H.M., & Greene, P.G. (2011). Entrepreneurship education: known worlds and new
frontiers. Journal of Small Business Management, 49(1), 55-70.
 Rasmussen, E.A., & Sørheim, R. (2006). Action-based entrepreneurship education.
Technovation, 26 (2), 185-194.

Conceito de modelo de negócio.
 Magretta, J. (2002). Why business models matter. Harvard Business Review, 80(5), 86-92.
 Johnson, M.W., Christensen, C.M., & Kagermann, H. (2008). Reinventing your business
model. Harvard Business Review, 86(12), 50-59.

Inovação de modelo de negócio.
 Gassmann, O., Frankenberger, K., & Sauer, R. (2017). A primer on theoretically exploring
the field of business model innovation. European Business Review, 2017(Jan-Feb), 45-48.
 Girotra, K., & Netessine, S. (2014) Four paths to business model innovation. Harvard
Business Review, 92(7-8), 97-103.
 Nicolai J. Foss, N.J., & Saebi, T. (2017). Fifteen years of research on business model
innovation. Journal of Management, 43(1), 200-227.

Desenho do modelo de negócio.
 Casadesus-Masanell, R., & Ricart, J.E. (2011). How to design a winning business model.
Harvard Business Review, 89(1-2), 100-107.
 Frankenberger, K., Weiblen, T., Csik, M., & Gassmann, O. (2013). The 4I-framework of
business model innovation: A structured view on process phases and challenges.
International Journal of Product Development, 18(3-4), 249–273.
 Furr, N., & Dyer, J. (2014). The innovator´s method: Bringing the lean startup into your
organization. Boston: Harvard Business Review Press.
 Gassmann, O., Frankenberger, K., & Csik, M. (2014). The St. Gallen business model
navigator. Working paper. University of St. Gallen. Disponível em:
https://www.bmilab.com/business-model-navigator-full-paper.
 Blank, S. (2013) Why the lean start-up changes everything. Harvard Business Review,
91(5), 64-72. Disponível em: http://hbr.org/2013/05/why-the-lean-start-up-changeseverything.

Passo 0
Ambição para inovar. Intenção empreendedora.
 Douglas, E., & Shepherd, D. (2000). Entrepreneurship as a utility-maximizing response.
Journal of Business Venturing, 15(3), 231-251.
 McMullen, J., & Shepherd, D. (2006). Entrepreneurial action and the role of uncertainty in
the theory of the entrepreneur. Academy of Management Review, 31(1), 132-152.
 Nabi, G. & Holden, R. (2008). Graduate entrepreneurship: intentions, education and
training. Education + Training, 50(7), 545-551.
 Nagji, B., & Tuff, G. (2012). Managing your innovation portfolio. Harvard Business Review,
90(5), 66-74.

Perfil do empreendedor.
 Driessen, M.P., & Zwart, P.S. (1999). The entrepreneur scan measuring characteristics and
traits of entrepreneurs. Working paper, University of Groningen.
 Kets de Vries, M.F.R. (1985). The dark side of entrepreneurship. Harvard Business Review,
63(6), 160-167.
 Licht, R.H.G., Oliveira, P.S.G., & Ventura, V.L.S. (2007). Avaliação do perfil de
empreendedores utilizando a teoria dos tipos psicológicos. Revista Brasileira de Gestão de
Negócios, 9(24), 31-40.
 Baldacchino, L., Ucbasaran, D., Cabantous, L. & Lockett, A. (2015). Entrepreneurship
research on intuition: a critical analysis and research agenda. International Journal of
Management Reviews, 17(2), 212-231.

Times de inovação.
 Johnsson, M. (2017). Creating high-performing innovation teams. Journal of Innovation
Management, 5(4), 23-47
 Drach-Zahavy, A., & Somech, A. (2001). Understanding team innovation: The role of team
processes and structures. Group Dynamics: Theory, Research, and Practice, 5(2), 111-
123.

Passo 1
Compreensão dos pontos fortes.
 Barney, J.B., Wright, M., & Ketchen Jr, D.J. (2001). The resource-based view of the firm:
Ten years after 1991. Journal of Management, 27, 625–641.
 Barney, J.B. (2001). Resource-based theories of competitive advantage: A tenyear
retrospective on the resource-based view. Journal of Management, 27, 643-650.
 Barney, J. B. (1991). Firm resources and sustained competitive advantage. Journal
of Management, 17, 99-120.
 Zook, C. Finding your next core business. Harvard Business Review, v. 85, n. 4, p. 66-75,
2007.
 Prahalad, C.K.; Hamel, G. The core competence of the corporation. Harvard Business
Review, v. 68, n. 3, p. 79-91, 1990.

Passo 2
Descoberta (insight).
 Hargadon, A. (2015). How to discover and assess opportunities for business model
innovation. Strategy & Leadership, 43(6), 33-37.
 Christensen, C.M., Raynor, M., & Verlinden, M. (2001). Skate to where the money will be.
Harvard Business Review, 79(10), 72-81.

Análise da cadeia de valor.
 Gadiesh, O., & Gilbert, J. L. (1998). How to map your industry´s profit pool. Harvard
Business Review, 76(3), 149-152.
 Timmers, P. (1998). Business models for electronic markets. Electronic Markets, 8(2), 3-8.
 Pedroso, M.C., & Malik, A.M. (2012). Cadeia de valor da saúde: um modelo para o sistema
de saúde brasileiro. Ciência & Saúde Coletiva, 17(10), 2757-2772.
 Kon, A. (2016). On the creative economy chain in Brazil: potential and challenges. Revista
de Economia Política, 36(1), 168-189.
 Barnes, S.J. (2002). The mobile commerce value chain: analysis and future developments.
International Journal of Information Management, 22(2), 91-108.

Passo 3
Segmentos de clientes.
 Yankelovich, D., & Meer, D. (2006). Rediscovering market segmentation. Harvard Business
Review, 84(2), 122-131.
 Christensen, C.M., Cook, S., & Hall, T. (2005). Marketing malpractice: the cause and the
cure. Harvard Business Review, 83(12), 74-83.

Passo 4
Tamanho de mercado.
 Bass, F.M., Gordon, K., Ferguson, T.L., & Githens, M.L. (2001). DIRECTV: Forecasting
diffusion of a new technology prior to product launch. Interfaces, 31(3), 82-93.
 Mahajan, V., Muller, E., & Bass, F.M. (1990). New product diffusion models in marketing: a
review and directions for research. Journal of Marketing, 54(1), 1-26.

Passo 5
Compreensão dos clientes.
 Leonard, D., & Rayport, J.F. (1997). Spark innovation through empathic design. Harvard
Business Review, 75(6), 102-113.
 MacMillan, I.C., & McGrath, R.G. (1997). Discovering new points of differentiation. Harvard
Business Review, (4), 133-138.

Passo 6
Problema a ser resolvido.
 Christensen, C.M., Anthony, S.D., Berstell, G.N., & Nitterhouse, D. (2007). Finding the right
job for your product. Sloan Management Review, 48(3), 2-11.
 Wunker, S., Wattman, J, & Farber, D. (2017). Jobs to be done: a roadmap for customercentered
innovation. New York: Amacom.

Passo 7
Validação do problema.
 Blank, S., & Dorf, B. (2012). The startup owner´s manual: the step-by-step guide for building
a great company. Pescadero: K&S Ranch. Step two: Customer validation. p. 275-464.

Passo 8
Tipo do modelo de negócio.
 Van Alstyne, M.W., Parker, G.G., & Choudary, S.P. (2016). Pipelines, platforms, and the
new rules of strategy. Harvard Business Review, 94(4), p. 54-62.
 Parker, G.G., Van Alystyne, M.W., & Choudary, S.P. (2016). Platform revolution: How
networked markets are transforming the economy and how to make them work for you. New
York: W. W. Norton & Company.
 Libert, B., Wind, Y.J., & Fenley, M.B. (2014). What Airbnb, Uber, and Alibaba have in
common. Harvard Business Review, November 20, 2014. Disponível em:
https://hbr.org/2014/11/what-airbnb-uber-and-alibaba-have-in-common.

Passo 9
Especificação da solução.
 Aulet. B. (2013). Disciplined entrepreneurship: 24 steps to a succesful startup. Hoboken:
John Wiley & Sons. Step 7: High-level product specification. p. 91-101.

Passo 10
Proposta de valor.
 Osterwalder, A., Pigneur, Y., Bernarda, G., Smith, A., & Papadakos, T. (2014). Value
proposition design: how to create products and services customers want. Hoboken: John
Wiley & Sons.
 Anderson, J.C., Narus, J.A., & Van Rossum, W. (2006). Customer value propositions in
business markets. Harvard Business Review, 84(3), 90-99.
 Kim, W.C., & Mauborgne, R. (1997). Value innovation: the strategic logic of high growth.
Harvard Business Review, 75(1), 102-112.

Passo 11
Posicionamento competitivo.
 D’Aveni, R.A. (2007). Mapping your competitive position. Harvard Business Review, 85(11),
110-120.
 Treacy, M., & Wiersema, F. (1993). Customer intimacy and other value disciplines. Harvard
Business Review, 71(1), 84-93.
 Hax, A.C., & Wilde II, D.L. (1999). The Delta Model: adaptive management for a changing
world. Sloan Management Review, 40(2), 11-28.

Passo 12
Modelo de geração de receita.
 Iveroth, E., Westelius, A., Petri, C.J., Olve, N.G., Coster, M., & Nilsson, F. (2013). How to
differentiate by price: proposal for a five-dimensional model. European Management
Journal, 31, 109–123.
 Gourville, J., & Soman, D. (2002). Pricing and the psychology of consumption. Harvard
Business Review, 80(9), 90-96.

Passo 13
Solução.
 Aulet. B. (2013). Disciplined entrepreneurship: 24 steps to a succesful startup. Hoboken:
John Wiley & Sons. Step 22: Define the minimum viable business product (MVPB). p. 235-
244.
 Paternoster, N., Giardino, C., Unterkalmsteiner, M., Gorschek, T., & Abrahamsson, P.
(2014). Software development in startup companies: A systematic mapping study.
Information and Software Technology, 56(10), 1200-1218.

Passo 14
Validação da solução.
 Blank, S., & Dorf, B. (2012). The startup owner´s manual: the step-by-step guide for building
a great company. Pescadero: K&S Ranch. Step two: Customer validation. p. 275-464.

Passo 15
Modelo econômico previsto.
 McGrath, R.G., & MacMillan, I.C. (1995). Discovery-driven planning. Harvard Business
Review, 73(4), 44-54.
 Christensen, C.M., Kaufman, S.P., & Shih, W.C. (2008). Innovation killers: how financial
tools destroy your capacity to do new things. Harvard Business Review, 86(1), 98-105.

Passo 16
Modelo de operações.
 Fine, C.H. (2000). Clockspeed-based strategies for supply chain design. Production and
Operations Management, 9(3), 213-221.
 Oliva, R., & Kallenberg, R. (2003). Managing the transition from products to services.
International Journal of Service Industry Management, 14(2), 160-172.
 Bitner, M. J., Ostrom, A. L., & Morgan, F. N. (2008). Service blueprinting: a practical
technique for service innovation. California Management Review, 50(3), 66-94.

Passo 17
Modelo de relacionamento com clientes.
 Berry, L.L., Carbone, L.P., & Haeckel, S.H. (2002). Managing the total customer experience.
Sloan Management Review, 43(3), 85-89.
 Van Raaij, E.M., Vernooij, M.J.A., & Van Triest, S. (2003). The implementation of customer
profitability analysis. Industrial Marketing Management, 32, 573-583.
 Berger, P.D, & Nasr, N.I. (1998). Customer Lifetime Value: marketing models and
applications. Journal of Interactive Marketing, 12 (1), 17-30.

Passo 18
Modelo de inovação.
 Sawhney, M., Wolcott, R.C., & Arroniz, I. (2006). The 12 different ways for companies to
innovate. Sloan Management Review, 47(3), 75-81.
 Hansen, M.T., & Birkinshaw, J. (2007). The innovation value chain. Harvard Business
Review, 85(6), 121-130.
 Bagno, R.B.; Salerno, M.S.; & Dias, A.V.C. (2017) Innovation as a new organizational
function: evidence and characterization from large industrial companies in Brazil.
Production, 27, e20162073. Doi: 10.1590/0103-6513.207316.

Passo 19
Modelo de gestão.
 Birkinshaw, J., & Goddard, J. (2009). What is your management model. Sloan Management
Review, 50(2), 81-90.
 Casadesus-Masanell, R., & Tarziján, J. (2012). When one business model is not enough.
Harvard Business Review, 90(1-2), 132-137.

Passo 20
Modelo econômico calculado.
 McGrath, R.G., & MacMillan, I.C. (1995). Discovery-driven planning. Harvard Business
Review, 73(4), 44-54.

Passo 21
Modelo de negócio inicial.
 Osterwalder, A., & Pigneur, Y. (2010). Business model generation: a handbook for
visionaries, game changers and challengers. Hoboken: John Wiley & Sons.
 Pedroso, M.C. (2016). Modelo de negócios e suas aplicações em administração. (Tese de
livre-docência). Faculdade de Economia, Administração e Contabilidade, Universidade de
São Paulo, São Paulo, Brasil.

Passo 22
Validação do modelo de negócio.
 Blank, S., & Dorf, B. (2012). The startup owner´s manual: the step-by-step guide for building
a great company. Pescadero: K&S Ranch. Step two: Customer validation. p. 275-464.

Modelo de negócio – realização.
 Afuah, A. (2004). Business models: A strategic management approach. New York:
McGraw-Hill/Irwin. Cap. 11: Financing and valuing a business model. p. 211-231.
 Baum, J.A.C., & Silverman, B.S. (2004). Picking winners or building them? Alliance,
intellectual, and human capital as selection criteria in venture financing and performance of
biotechnology startups. Journal of Business Venturing, 19(3), 411-436.
 Bhide, A. (1992). Bootstrap finance: the art of start-ups. Harvard Business Review, 70(6),
109-117. Disponível em: https://hbr.org/1992/11/bootstrap-finance-the-art-of-start-ups.
 Chesbrough, H.W. (2002). Making sense of corporate venture capital. Harvard Business
Review, 80(3), 90-99.
 Cleveland, B. (2019). Traversing the traction gap. New York: Radius Book Group.
 Davila, A., Fostera, G. & Gupta, M. (2003). Venture capital and the growth strategy of startup
firms. Journal of Business Venturing, 18(6), 689-708.
 Hoenig, D., & Henkel, J. (2015). Quality signals? The role of patents, alliances, and team
experience in venture capital financing. Research Policy, 44(5), 1049-1064.
 Hoffmann, R., & Yeh, C. (2018). Blitzscaling: The lightning-fast path to building massively
valuable companies. New York: Crown Publishing Group.
 Sullivan, T. (2016). Blitzscaling. Harvard Business Review, 94(4), 45-50. Disponível em:
https://hbr.org/2016/04/blitzscaling.
 Van Auken, H. (2005). Differences in the usage of bootstrap financing among technologybased
versus nontechnology-based firms. Journal of Small Business Management, 43(1),
93-103.

Pitch
 Anderson, C. (2013). How to give a killer presentation. Harvard Business Review, June 20,
2013. Disponível em: https://hbr.org/2013/06/how-to-give-a-killer-presentation.