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Regime tecnológico, natureza do ambiente de inovação e desempenho empresarial: um estudo exploratório do setor de tecnologia da informação no BrasilMalachias, Celso dos Santos 08 March 2007 (has links)
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Previous issue date: 2007-03-08 / The present discusses the subject of the technological innovation in the Information Technology (IT) segment services sector, specifically in Brazilian market, addressing questions about the key factors for the innovation, and whether or not there are earnings for the companies which innovate. It starts from the hypothesis that the constructs "technological regime" and "innovative environment" are the basis for the innovative performance of the companies and, consequently for the enterprise performance . The relevance of the present study is credited due to: a) the lack of national studies regarding the same subject, b) attainment of the technological regime evidences as a propellant to the innovation, and c) the innovation impact of the enterprise performance subdivided into innovative and economic performance in the Information Technology (IT) segment services sector in Brazil. To emphasize the relevance of the subject, it is important to mention that the added value of the services sector of the Organization for the Economic Cooperation and Development countries (OECD, 2005), already surpasses the remaining sectors of the economy. The study, which is exploratory, approaches and relates, theoretically and empirically, existing and new concepts, such as: technological regime", innovative profile , innovative performance and economic performance . The study includes foreign classic authors such as Schumpeter, Lundvall, Nelson, Malerba, Orsenigo, Galluj, Sundbo, among others, together with modern studies of national contemporaries authors, as: Kon, Tiger, Meirelles, Kubota, among others. As research method, the Pesquisa da Atividade Econômica Paulista (PAEP, edition 2001) database from Sistema Estadual de Análise de Dados (SEADE) Foundation was used and, through quantitative analysis, supported by statistical techniques as factorial analysis, structural equations modelling, reached relevant results proving correlations among the constructs (structural modelling). Manipulation instruments, programs
(software) as SPSS and SmartPLS were also used. The findings obtained through the secondary data manipulation had showed an alignment with the theory, sustaining that the innovation in services happens more strongly by interaction or cooperation (external) among companies, rather than by research and development (R&D), as observed in the industrial sector (manufacturing). Additionally, the construct factors technological regime and innovation environment enable an innovative profile in the companies. Such innovative profile stimulates a differentiated performance either in qualitative aspects, as for example, new products launching, market share increasing, or in quantitative aspects in the economic performance construct showed in the indicators equity per capita and fixed asset per capita . Considering the obtained results, the presented hypotheses prove that the factors of the technological regime and the nature of the innovation environment explain the innovation and this explains both differentiated innovative and economic performance . Therefore, it evidences the relationship among such factors, in the structural model, and of the indicators composing its constructs, in the measuring model. / O presente estudo discute o tema da inovação tecnológica, no setor de serviços em Tecnologia da Informação no mercado brasileiro, e busca responder questões sobre quais são os condicionantes para a inovação neste segmento de serviços, e se existem ganhos para as empresas que inovam.
Parte da hipótese de que os construtos regime tecnológico e natureza inovadora do ambiente são fundamentais para o desempenho inovativo das empresas e consequentemente, para um desempenho empresarial . A relevância do presente estudo deve-se a: a) carência de trabalhos nacionais a respeito do mesmo assunto, b) obtenção de resultados que evidenciem o regime tecnológico como um propulsor à inovação, e c) análise do impacto da inovação no desempenho empresarial sob a ótica do desempenho inovativo e econômico para o setor de serviços em tecnologia da informação no Brasil. Para ressaltar a relevância do tema, é importante mencionar que o valor adicionado do setor de serviços dos países da Organização para a Cooperação Econômica e Desenvolvimento já supera os demais setores da economia (OECD, 2005). O estudo, que é exploratório, aborda e relaciona de forma teórica e empírica conceitos (construtos) existentes já conhecidos e novos, tais como: regime tecnológico , ambiente de inovação , perfil inovativo , desempenho inovativo e desempenho econômico . Sendo assim, o estudo inclui autores estrangeiros clássicos como Schumpeter, Lundvall, Nelson, Malerba, Orsenigo, Galluj, Sundbo, entre outros, bem como apresenta estudos de autores nacionais contemporâneos, como: Kon, Tigre, Meirelles, Kubota, entre outros. Como método de pesquisa, o estudo utilizou-se do banco de dados da Pesquisa da Atividade Econômica Paulista (PAEP, edição 2001) da Fundação Sistema Estadual de Análise de Dados (SEADE), que através de análise quantitativa, apoiada em técnicas estatísticas, como análise fatorial e modelagem de equações estruturais, alcançou resultados relevantes comprovando correlações entre os construtos (modelo estrutural). Foram utilizados instrumentos de manipulação, programas (softwares) como, SPSS e SmartPLS. Os resultados apurados, através da manipulação de dados secundários, mostraram um alinhamento com a teoria, sustentando que a inovação em serviços dá-se mais por interação ou cooperação (externa) entre empresas, do que devido à pesquisa e desenvolvimento (P&D), como observado no setor industrial (manufatura). Adicionalmente, evidenciou-se que os construtos condicionantes regime tecnológico e ambiente de inovação estimulam um perfil inovativo nas empresas. Tal perfil inovativo propicia um desempenho empresarial diferenciado em dois aspectos, qualitativo, como por exemplo, lançamento de novos produtos, aumento na participação de mercado, bem como com o construto desempenho econômico , através dos indicadores de patrimônio líquido per capita e ativo fixo per capita . Face ao resultado obtido, pode-se considerar que houve comprovação das hipóteses apresentadas de que os condicionantes regime tecnológico e a natureza o ambiente de inovação explicam a inovação e esta explica o desempenho qualitativo e econômico diferenciado das empresas. O estudo evidencia, portanto, o relacionamento dos construtos, no modelo (estatístico) estrutural, e dos indicadores compondo seus construtos, no modelo (estatístico) de análise de mensuração.
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Model for measuring competitiveness of science and technology parks / Mokslo ir technologijų parkų konkurencingumo vertinimo modelisLeichteris, Edgaras 27 September 2011 (has links)
Evaluation of the performance of science parks is an important topic in the context of Lithuania. The research object is the evaluation of Science and Technology Parks System in the contexts of the national innovation system and global competitiveness. In this work the general characteristics of the holistic innovation system model and new factors of competitiveness are identified, evaluation criteria are formed and a model to evaluate the competitiveness of Science and Technology Parks is created, which allows the use of these evaluation criteria in practice. This is the first time when Science and Technology Parks System in Lithuania has been examined as an inseparable element of the national innovation system, acting in complex political, economical and socio-cultural contexts. The evaluation criteria formulated allow wider observation of parks' current social functions to relate them to other state politics implemented, thus avoiding the duplication of funding and measures. / Mokslo ir technologijų parkų efektyvumo vertinimas – Lietuvoje nuolat akcentuojama problema, tačiau mokslo ir technologijų parkų efektyvumas yra tik viena iš prielaidų globaliam mokslo ir technologijų parkų konkurencingumui, valstybės ekonomikos ir visuomenės transformacijai. Mokslinio tyrimo objektas - mokslo ir technologijų parkų sistemos vertinimas nacionalinės inovacijų sistemos ir globalaus konkurencingumo kontekstuose. Šiame darbe nustatomos holistinio inovacijų sistemos modelio pagrindinės charakteristikos, būdingi konkurencingumo veiksniai, suformuojami mokslo ir technologijų parkų sistemos konkurencingumo vertinimo kriterijai, sukuriamas konkurencingumo vertinimo modelis, leidžiantis šiuos vertinimo kriterijus pritaikyti praktikoje. Pirmą kartą mokslo ir technologijų parkų sistema nagrinėjama kaip neatsiejama nacionalinės inovacijų sistemos dalis ir jos posistemė, veikianti sudėtinguose politiniuose, ekonominiuose ir socialiniuose-kultūriniuose kontekstuose. Suformuoti mokslo ir technologijų parkų konkurencingumo vertinimo kriterijai leidžia plačiau pažvelgti į jų jau dabar atliekamas visuomenines funkcijas, jas susieti su valstybės įgyvendinamomis kitomis politikomis, taip išvengiant besidubliuojančio finansavimo ir priemonių.
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L'innovation comme levier de la performance durable dans la profession comptable libérale en France / Innovation as a lever for sustainable performance in the french accounting professionBlum, Brigitte 10 September 2015 (has links)
La profession comptable libérale, caractérisée pendant longtemps par des évolutions relativement lentes, est confrontée à des défis stratégiques majeurs pour aligner durablement sa performance sur les réalités et les mutations de l'environnement. Dans ce contexte, la profession comptable se doit d'anticiper, de réfléchir aux futurs souhaitables pour ne plus subir les événements en adoptant une logique entrepreneuriale. Pour préparer les cabinets de demain, l'innovation est un facteur clé pour consolider, voire améliorer leur performance sur le long terme. La présente thèse étudie la contribution de l'innovation, menée dans le cadre d'une démarche prospective stratégique, à la performance durable de la profession comptable. Combinant une phase qualitative (notre expérience professionnelle en cabinets comptables de 1991 à 2009) et une phase quantitative basée sur un questionnaire de recherche (146 répondants), la thèse met en évidence l'existence de nombreuses innovations et leur impact sur quatre dimensions de la performance durable dans les cabinets comptables en France. / Accounting profession characterized for a long time by relatively slow changes is facing major strategic challenges to sustainably align its performance on the realities and changing environment. In this context, the accounting profession has to anticipate, think about the desirable future and not to suffer any more the events. Therefore, it must adopt an entrepreneurial logic. To prepare the firms of tomorrow, innovation is a key factor to consolidate or improve their performance on the long term. This thesis examines the contribution of innovation, conducted as part of a strategic prospective approach to sustainable performance of the liberal accounting profession. Combining qualitative phase (our experience in several accounting firms from 1991 to 2009) and a quantitative phase based on a research questionnaire (146 respondents), the thesis highlights the existence of numerous innovations and their influence on the sustainable performance in French accounting firms.
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Estratégias, gestão da inovação e sistema setorial de inovação: um estudo do setor de telecomunicações brasileiroAdamo, Luiz Antonio 28 May 2007 (has links)
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Previous issue date: 2007-05-28 / Fundo Mackenzie de Pesquisa / This thesis attempts to study the elements that compose and make conditions to the innovative dynamics in the Brazilian telecommunications sector. Therefore, the essay analyses the
predominant innovations, the agents that promote the innovation and the relationship between them. In the last decades, the telecommunications sector has provoked deep social and economic changes, which propitiated benefits and facilities to many different areas, such as leisure, education, health and entertainment. The purpose is to study the innovative capacity of this area, which is always facing changes of technological and institutional patterns. The work tries to study the strategy of change adopted by companies, as well as to identify the organizational structure, the way as the management innovation is done and the inter-relations between the agents who compose the sectorial system innovation. The theoretical base of this study has the works from Gallouj and Weinstein (1997), Bilderbeek and Hertog (1999), Sundbo and Gallouj (1998), the Manual of Oslo (2005) for innovation in service, the studies of Bessant et al. (2001) and Mintzberg (2003) for innovation management and, finally,
Malerba (2002) for sectorial system of innovation.The corpus is composed by twelve interviews with managers, responsible or directly linked to the development areas of products and services. The most relevant companies, in Brazilian context, were selected, since operator companies, equipment manufacturers, services providers and research institutes. The halfstructured questionnaires have been used to collect data in order to support the analysis process of the innovation management of these companies. The first chapter
presents the specialised bibliography. The second shows the characteristics of the telecommunication sector in Brazil, in order to review shortly its history. Third part is based on project s aims. The fourth chapter deals with the research procedures and the last part supports the analysis process and the interviews. Besides, the study verifies if the enterprises are conscious of having a proper strategy to innovation and how they construct an organizational support to this purpose. Finally, the major bulk is to show the principal type of innovation of this sector and to contribute to the studies about the innovation process in the telecommunication sector in Brazil. / A presente dissertação se propõe a investigar os elementos que compõem e condicionam a dinâmica inovadora no setor de telecomunicações no Brasil. Para isso, estudam-se as inovações predominantes, os agentes responsáveis e como eles se inter-relacionam. Nas últimas décadas, o setor de telecomunicações tem proporcionado profundas mudanças socioeconômicas, que trouxeram benefícios e facilidades em áreas diversas, como lazer, educação, saúde e entretenimento. A proposta deste trabalho é estudar a capacidade inovadora desse setor, constantemente sujeito a mudanças de paradigmas tecnológicos e institucionais. O estudo busca investigar a estratégia de inovação utilizada pelas empresas, bem como identificar a estrutura organizacional, a forma como é feito o gerenciamento da inovação e as inter-relações entre os agentes que compõem o sistema setorial de inovação. Como base téorica, foram utilizados os trabalhos de Gallouj e Weinstein (1997); Bilderbeek e Hertog (1999); Sundbo e Gallouj (1998); o Manual de Oslo (2005), para inovação em serviço; os estudos de Bessant et al. (2001) e Mintzberg (2003), para gestão da inovação; e, finalmente, para sistema setorial de inovação, Malerba (2002). O corpus da pesquisa é composto por doze
entrevistas com gerentes responsáveis ou diretamente ligado às áreas de desenvolvimento de produtos e serviços. Foram selecionadas empresas de destaque no setor de telefonia brasileiro, que abrangem operadoras, fabricantes de equipamento, prestadores de serviços e institutos de pesquisa. As perguntas semi-estruturadas permitiram chegar a análises qualitativas acerca dos processos de gestão dessas companhias. O capítulo 1 apresenta os referenciais teóricos da
dissertação; o 2, as características que compõem o setor de telecomunicações no Brasil, a fim de traçar um breve percurso histórico; no capítulo 3, encontra-se a justificativa do projeto; em 4, os procedimentos de pesquisa; e em 5, a apresentação e a análise do corpus. O estudo verifica, ainda, a preocupação das empresas do setor em ter uma estratégia adequada à inovação e em construir um suporte organizacional adequado a esse propósito. Por fim, buscase,
a partir da análise do corpus, apontar o principal tipo de inovação realizada no setor e contribuir para a literatura acerca da gestão de inovação no setor de telecomunicações
brasileiro.
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Les relations entre l'innovation et la performance internationale pour les activités de service aux entreprisesCastro-Lucas de Souza, Cristina 28 November 2011 (has links)
Cette recherche vise à comprendre la relation existante entre l’innovation de services et l’internationalisation, à savoir, comment les entreprises obtiennent des avantages compétitifs sur les marchés internationaux grâce à l'innovation dans le secteur des services aux entreprises.Nous avons testé la relation entre l'innovation et la performance internationale, avons évalué l'impact de l'innovation par rapport à d'autres avantages internationaux. Symétriquement, nous avons également vérifié dans quelle mesure le processus d'internationalisation peut être un puissant moteur d'innovation pour les entreprises de services. Après le développement d'un modèle théorique, nous avons procédé à une enquête téléphonique auprès de 807 entreprises de services exportatrices. Les répondants cible de l'enquête étaient des cadres supérieurs de sociétés de services internationalisés en France. 51 réponses exploitables ont été reçues. Les données recueillies ont été analysées par Modélisation des Équations Structurelles (SEM), en utilisant la méthode Partial Least Square. Le modèle testé montre que l'innovation de service a une influence positive sur le développement international et que la compétence internationale, obtenue sur les marchés étrangers, stimule la dynamique de l'innovation dans les entreprises de services. Le modèle proposé met en évidence les capacités de R & D (organisationnelle), relationnelles, les TIC, la compétence internationale, l’innovation de service et l’expérience internationale comme facteurs qui influent les résultats des entreprises internationalisées, ou plus précisément, la performance international. / This research deals with service innovation and internationalization: how firms perform on international markets and get an edge thanks to innovation on service concept or service process. We tested the relationship between innovation and international performance, assessed the impact of innovation compared to other international advantages. Symmetrically, we also checked how far the internationalization process can be a powerful driver of innovation for service firms. After the development of a theoretical model, data were collected from a telephone survey. The target respondents of the survey were senior executives of internationalized service companies in France. Out of the 807 companies which were contacted, 51 usable responses were received. The data collected were analyzed by Structural Equation Modeling (SEM), using the Partial Least Square method. The tested model shows that service innovation has a positive influence on international development and that the international competence, obtained in foreign markets, drives the dynamics of innovation in services company. The model proposed highlights the capabilities for R & D (organizational), relational, ICT, international competence, service and international experience as factors that impact the final results of internationalized companies, or more specifically, the international performance.
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Efecto de la visión holística, las network ties y el aprendizaje continuo encaminadas a la capacidad de innovación en servicios en el sector hotelero a través de la transferencia de conocimiento en las empresasHernández Gadea, Francisco Javier 06 September 2023 (has links)
[ES] El foco principal de esta tesis se sustenta en conformar la vinculación entre la transferencia del conocimiento y la capacidad de innovación en servicios enmarcado en el sector hotelero. El estudio de las relaciones existentes entre la visión global que se aprecia holísticamente junto con los lazos de la red y la capacidad de aprendizaje continuo de las organizaciones como factores que influyen en la capacidad de transferencia del conocimiento.
El trabajo empírico se traslada a los hoteles de 4 y 5 estrellas ubicados en territorio español, fundamentado por la importancia que aporta el sector al turismo y por ende, al PIB nacional, convirtiéndolo en un sector estratégico. Realizamos 280 encuestas válidas a los gerentes de los hoteles. Empleamos la metodología de ecuaciones estructurales y el Análisis Facotorial Exploratorio para comprobar las relaciones existentes entre las variabes y la sostenibilidad del modelo propuesto. / [CA] El focus principal d'aquesta tesi se sustenta a conformar la vinculació entre la transferència del coneixement i la capacitat d'innovació en serveis emmarcat en el sector hoteler. L'estudi de les relacions existents entre la visió global que s'aprecia *holísticamente juntament amb els llaços de la xarxa i la capacitat d'aprenentatge continu de les organitzacions com a factors que influeixen en la capacitat de transferència del coneixement.
El treball empíric es trasllada als hotels de 4 i 5 estreles situats en territori espanyol, fonamentat per la importància que aporta el sector al turisme i per tant, al PIB nacional, convertint-lo en un sector estratègic. Realitzem 280 enquestes vàlides als gerents dels hotels. Emprem la metodologia d'equacions estructurals i l'Anàlisi Facotorial Exploratori per a comprovar les relacions existents entre les variabes i la sostenibilitat del model proposat. / [EN] This thesis focuses on shaping the link between knowledge transfer and the service innovation capability within the hospitality sector. More especifically, the thesis studies the existing relationships between the comprehensive overview, seen holistically along with the network ties and the lifelong learning capacity of the organisations as factors that influence the capacity of knowledge transfer.
The empirical work is carried out with 4 and 5 star hotels located in Spain, due to the importance of this sector's contribution to tourism and, therefore, to the country's GDP, thus making it a strategic sector. We conducted 280 valid surveys of hotel managers. Methodologically, we used Structural Equations and Exploratory Factor Analysis to test the relationships between the variables and the sustainability of the proposed model. / Hernández Gadea, FJ. (2023). Efecto de la visión holística, las network ties y el aprendizaje continuo encaminadas a la capacidad de innovación en servicios en el sector hotelero a través de la transferencia de conocimiento en las empresas [Tesis doctoral]. Universitat Politècnica de València. https://doi.org/10.4995/Thesis/10251/196074
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Prédisposition au changement et innovation dans les services de logiciels au Brésil / Predisposição à Mudança e Inovação em Serviços de Software no BrasilFigueiredo Moreira, Marina 26 July 2013 (has links)
Cette recherche analyse le rapport existant entre la prédisposition au changement dans les services et les résultats concernant la mise en œuvre d'innovations dans des entreprises de développement de logiciels au Brésil. L'objectif principal consiste à expliquer la relation entre la prédisposition au changement dans les services et le développement des innovations dans le cadre des services de logiciels au Brésil. Pour atteindre son but, cette recherche a été développée en trois étapes, la première ayant consisté à relever les dimensions explicatives de la prédisposition au changement dans les services, ce qui a permis de cartographier sept dimensions explicatives à partir desquelles, lors de la deuxième étape de la recherche, une échelle de mesure a été proposée, appliquée et validée. Cette seconde phase, a également permis l'application d'une échelle de mesure de l'innovation dans les services à partir d'une sous sélection de points de la PINTEC 2008 (IBGE, 2010). Lors de la troisième étape de cette étude, le modèle d'analyse proposé a été testé à partir des données collectées lors de la réalisation de régressions linéaires. L'hypothèse de recherche considérait que la prédisposition au changement dans les services exerçait une prédiction linéaire sur l'innovation dans les services de logiciels au Brésil, ce qui la confirmait en tant qu'inputs d'innovation dans les services. / This study investigated the acceptance of changes in the characteristics of a service by the provider, and its effects on the generation of innovations in software services. This problem was operationalized in the form of the construct Willingness to Change in Services - WCS, for which it was developed an enquiry of its explanatory dimensions, with the completion of semi-structured interviews with experts in software services in ten brazilian cities. Seven dimensions were associated to the construct and gave rise to a measurement scale for WCS, which was submitted along with a scale to measure innovation in services in 351 Brazilian companies that develop software services. The scale of WCS underwent semantic validation by experts and factorial, latter performed with the application of an Analysis of Exploratory Structural Equations Modeling of the data obtained with the application of the scales in the sample companies. A Linear Regression test was performed in order to explore the relation between WCS and SI. The results show no significant relation within the Linear Regression tests performed between the constructs. It was understood that the analysis examined the linear relation between the constructs, which was not confirmed, but it did not test the existence of nonlinear or indirect relations. Therefore, it is understood that there might be intermediate phenomena or processes between change and innovation in services yet to be mapped.
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A gestão dos stakeholders na implementação de inovação em serviços no varejo farmacêutico brasileiro / The management of stakeholders in the implementation of innovation in services in the Brazilian pharmaceutical retailCharotta, Teresa Cristina Alves 19 May 2017 (has links)
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Previous issue date: 2017-05-19 / The research question that guided this dissertation was how does the management of
stakeholders contribute to the implementation of innovations in services? Thus, the general
objective of the dissertation was to understand how the positioning and the relationship of the stakeholders guide the strategies of implementation of innovations in services. In order to do so, it was analyzed, as research object, the implementation of innovation in services in the Brazilian pharmaceutical retail. A descriptive exploratory qualitative research was conducted
with a single case study method with intracausal analysis of the Pague Menos Pharmacies
Network, with structured field interviews and the Focus Group. Next, it was categorized for
Stakeholder analysis: Strategy of Positioning and Relationship Approach to carry out the data collection. In the first. In the data collection stage, field interviews were conducted with highlevel hierarchical stakeholders, CEOs, CIOs and specialized managers in the pharmaceutical and health market. A Focus Group was held with consumers who attend pharmacies and drugstores, but are unaware of what differentiated pharmaceutical services are. Participation in the Abrafarma Future Trends 2016 Event provided observational interviews with entity and government (Anvisa). The data collection period occurred between August and November 2016. As an academic contribution, what was sought in this study was to bring the Stakeholders Theory applied to innovation, service innovation and business model innovation to respond as the stakeholder (Freeman, 1984) and strategic relationship matrix (Frooman, 1999, 2002) that identified the interests, the potential of Power and threat potential of stakeholders. The study was able to demonstrate the strategy adopted by stakeholders the retail network, whether it is supported, partially supported or unsupported. As a managerial contribution, we sought to answer the questions Carrol and Buchholtz (2000) establish for an organization to orient itself in the development of actions with stakeholders. / A questão de pesquisa que guiou essa dissertação foi como a gestão dos stakeholders
contribui na implementação de inovações em serviços? Assim o objetivo geral da dissertação
foi compreender como o posicionamento e o relacionamento dos stakeholders direcionam as
estratégias de implementação de inovações em serviços. Para tanto, foi analisada, como objeto
de pesquisa, a implementação de inovação em serviços no varejo farmacêutico brasileiro. Foi
realizada uma pesquisa qualitativa exploratória descritiva com método estudo de caso único
com análise intracaso da Rede de Farmácias Pague Menos, com entrevistas de campo
estruturadas e Focus Group. Em seguida, foi categorizada para análise em Stakeholders:
Estratégia de Posicionamento e Abordagem de Relacionamento para realização da coleta de
dados. Na 1ª. etapa da coleta de dados foram realizadas entrevistas de campo com stakeholders
dirigentes de alto nível hierárquico, CEO, CIO e gestores especialistas atuantes no mercado
farmacêutico e da Saúde. Na 2ª. etapa foi realizado um Focus Group com consumidores que
frequentam farmácias e drogarias, mas desconhecem o que são serviços farmacêuticos
diferenciados. A participação no Evento Abrafarma Future Trends 2016 proporcionou a
realização de entrevistas observacionais de entidade e Governo (Anvisa). O período da coleta
de dados aconteceu entre os meses de agosto e novembro de 2016. Como contribuição
acadêmica o que se buscou nesse estudo foi trazer a Teoria dos Stakeholders aplicada à
inovação, inovação em serviços e inovação de modelo de negócio para responder como o
stakeholder se comporta perante a implementação de inovação em serviços no varejo
farmacêutico brasileiro, o qual foi baseado na matriz estratégica de posicionamento (Freeman,
1984) e matriz estratégica de abordagem de relacionamento (Frooman, 1999, 2002) que
identificou os interesses, o potencial de poder e potencial de ameaças exercidas pelos
stakeholders. O estudo conseguiu demonstrar a estratégia adotada pelos stakeholders e a rede
varejista, se é suportada, parcialmente suportada ou não suportada. Como contribuição
gerencial buscou-se responder as questões que Carrol e Buchholtz (2000) estabelecem para uma
organização se orientar no desenvolvimento de ações com os stakeholders.
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