Study goals
Understand how financial credit cooperatives, through their managers and employees, involve their members in the process of value co-creation through actions related to collaboration, competition and coopetition.
Relevance / originality
Value co-creation, collaboration, competition and coopetition are present in the management of cooperatives. Even so, attention is needed, due to the expansion of financial credit cooperatives in the country (Brazil), which requires vigilance to focus on service humanization.
Methodology / approach
The research had two phases. In the qualitative, eight managers and employees of the financial credit unions Sicoob, Sicredi and Unicred were interviewed. In the quantitative stage, a survey was carried out by Google Forms with members and non-members of credit cooperatives.
Main results
The results of data analysis indicate that the purposes of the cooperatives that underlie their actions are directly linked to the constructs of value co-creation, cooperation, collaboration and coopetition.
Theoretical / methodological contributions
Engagement is necessary for the development of the financial cooperative institution to be positive for both parties, because as business partners, spontaneous, transparent, strategic and collaborative involvement is essential.
Social / management contributions
It is observed that generating value for the cooperative members is the way to maintain the essence of cooperativism, bringing favorable results for all those involved in the process. This structure favors and is also favored by value co-creation.