Tendências e impactos do cooperativismo da plataforma na publicidade: um estudo de caso da plataforma Workana
The monograph addresses platform cooperativism as a sustainable alternative in the advertising industry, focusing on the Workana platform. The research delves into the conceptual foundations, transformative potential, and challenges inherent to implementing this model, analyzing its impacts on the e...
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| Formato: | bachelorThesis |
| Idioma: | pt_BR |
| Publicado em: |
Universidade Federal do Rio Grande do Norte
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| Endereço do item: | https://repositorio.ufrn.br/handle/123456789/57035 |
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| Resumo: | The monograph addresses platform cooperativism as a sustainable alternative in the advertising industry, focusing on the Workana platform. The research delves into the conceptual foundations, transformative potential, and challenges inherent to implementing this model, analyzing its impacts on the environmental, economic, and social dimensions of advertising. The study highlights the importance of platform cooperativism as a response to the socio-environmental problems associated with traditional advertising, seeking to understand its principles from the sustainability perspective. At the center of this context, Workana plays a vital role in promoting cooperative advertising, distinguishing itself by actively promoting cooperation between professionals and companies. Despite not being cooperative, the platform stands out by strengthening competitiveness, providing access to relevant projects, and promoting values such as equity, empowerment, and transparency. The successful implementation of this model at Workana demands clear and transparent governance, where the platform emerges as an essential ally, facilitating the sharing of resources and knowledge, increasing the quality of services, and equitably benefiting the cooperative's participants. The general perception is that the benefits resulting from collaboration outweigh the challenges, contributing significantly to a fairer, sustainable, and effective advertising industry. |
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