Submitted by Morgana Silva (morgana_linhares@yahoo.com.br) on 2016-06-16T17:14:40Z No. of bitstreams: 1 arquivototal.pdf: 1690623 bytes, checksum: c7cb28cf1d38181bfa0249d59fab05be (MD5) / Approved for entry into archive by Viviane Lima da Cunha (viviane@biblioteca.ufpb.br) on 2016-06-20T11:29:54Z (GMT) No. of bitstreams: 1 arquivototal.pdf: 1690623 bytes, checksum: c7cb28cf1d38181bfa0249d59fab05be (MD5) / Approved for entry into archive by Viviane Lima da Cunha (viviane@biblioteca.ufpb.br) on 2016-06-20T11:30:21Z (GMT) No. of bitstreams: 1 arquivototal.pdf: 1690623 bytes, checksum: c7cb28cf1d38181bfa0249d59fab05be (MD5) / Made available in DSpace on 2016-06-20T11:31:18Z (GMT). No. of bitstreams: 1 arquivototal.pdf: 1690623 bytes, checksum: c7cb28cf1d38181bfa0249d59fab05be (MD5) Previous issue date: 2016-02-29 / Conselho Nacional de Pesquisa e Desenvolvimento Científico e Tecnológico - CNPq / The bottom of the pyramid market has attracted the attention of companies looking to expand their profit margins and gain competitive advantage. As this is a market with specific characteristics and needs, to innovate and meet these consumers it is necessary for companies to establish innovative strategies favorable to achieve success in this market. Moreover, the internal and external environment organizations has elements that can enable the innovation process, and consequently, the implementation of innovative strategies. In this sense, the objective of this research was to analyze how Brazilian companies have developed innovations in products for the base of the pyramid. Specifically, we sought to investigate the innovations introduced in the market to meet the bottom of the pyramid, describe the innovation strategies used and identify enablers of innovation to the base of the pyramid. A multiple case study as a methodological strategy was used, approaching three companies that direct products to this public. Data were collected by means of semi-structured interviews, direct observations and information obtained on the website for businesses, and others related to them and their innovations. Each case was held at first individually then crosses, based on the relevant categories to specific research objectives. The results showed that, to meet the bottom of the pyramid of consumers, enterprises have developed innovations in products, innovation processes and innovation in marketing, where such innovations are considered as new market disruptive. Multiple innovative strategies have been used for the implementation of innovations in the bottom of the pyramid market by the three companies, including the principal were like: market-based and exploitative. Among the enablers of innovation, the economy, the creation of knowledge and learning, and the recognition of the value and need for innovation were the most prevalent to facilitate the success of innovation for companies. It was concluded that the reality of the Brazilian market, to have a product innovation to the base of the pyramid it is necessary to perform other innovations, is to create this new product in the case of process innovation, is to support the implementation of this product on the market, by means of a marketing innovation; that innovation strategies used together contribute to organizations to achieve their innovative goals; and even acting in different sectors there is correspondence between the enablers of innovation of the companies analyzed. / O mercado da base da pirâmide tem atraído a atenção de empresas que buscam ampliar suas margens de lucro e obter vantagens competitivas. Como se trata de um mercado com características e necessidades específicas, para inovar e atender aos seus consumidores é necessário que as empresas estabeleçam estratégias de inovação propícias a alcançar sucesso neste mercado. Além disso, o contexto interno e externo as organizações apresenta elementos que podem habilitar o processo de inovação e, consequentemente, a implementação das estratégias de inovação. Nesse sentido, o objetivo desta pesquisa consistiu em analisar como empresas brasileiras têm desenvolvido inovações em produtos para a base da pirâmide. Especificamente, buscou-se investigar as inovações introduzidas no mercado para atender à base da pirâmide, descrever as estratégias de inovação utilizadas e identificar os habilitadores da inovação para a base da pirâmide. Foi utilizado um estudo de caso múltiplo como estratégia metodológica, abordando três empresas que direcionam produtos a tal público. Os dados foram coletados por meio de entrevistas semiestruturadas, observação direta, e informações obtidas nos sites das empresas e em outros relacionados a elas e suas inovações. Cada caso foi analisado de forma individual e cruzada, com base nas categorias pertinentes aos objetivos específicos da pesquisa. Os resultados evidenciaram que, para atender aos consumidores da base da pirâmide, as empresas têm desenvolvido inovações em produtos, inovação em processos e inovação em marketing, e que tais inovações são consideradas como disruptivas de novo mercado. Múltiplas estratégias de inovação foram utilizadas para a implementação das inovações no mercado da base da pirâmide pelas três empresas, entre as quais as principais foram as do tipo: baseada no mercado e exploitative. Entre os habilitadores da inovação, a economia, a criação de conhecimento e aprendizagem, e o reconhecimento do valor e da necessidade da inovação foram os mais preponderantes para facilitar o sucesso das inovações das empresas. Conclui-se que, na realidade do mercado brasileiro, para se ter uma inovação em produto para a base da pirâmide faz-se necessário realizar outras inovações, seja para gerar esse novo produto, no caso da inovação em processos, seja para apoiar a implementação desse produto no mercado, por meio de uma inovação de marketing; que as estratégias de inovação utilizadas em conjunto contribuem para que as organizações alcancem seus objetivos inovativos; e que mesmo atuando em setores diferentes há correspondência entre os habilitadores da inovação das empresas analisadas.

Innovation är inte längre endast en väg till nytta av olika slag, utan är avgörande för organisationers överlevnad. Techbranschen är en bransch som förändrar sig i rekordfart och för att kunna överleva och ha möjlighet att konkurrera i denna bransch krävs ett framgångsrikt innovationsarbete. Syftet med studien är att undersöka och beskriva vilka faktorer som möjliggör digital innovation i techbranschen. För att komma fram till detta har organisationer verksamma i techbranschen undersökts angående hur de arbetar för att driva innovationsarbete. För att samla in data har fem öppna individuella intervjuer använts. Resultatet visar på att det krävs att organisationer lägger tid, engagemang, resurser och kraft på innovationen. Genom att använda sig av en postindustriell organisationsstruktur så främjas många andra möjliggörare för innovation ur detta. För de organisationer som använder sig av en programvara eller IT-tjänst eller som produkt är det väsentligt att använda sig av fenomenet Hackathon för att driva på den radikala innovationen. Sammanfattningsvis går det att konstatera att digital innovation är ett komplext fenomen och för att organisationer ska lyckas bedriva det är det många faktorer som de behöver fokusera på. Studien visar dock på att vad en organisation väljer att lägga det främsta fokuset på varierar från organisation till organisation. / Innovation is no longer just a path to benefits of various kinds but is crucial to the survival of organizations. The tech industry is an industry that is changing at record speed, and to survive and can compete in this industry, successful innovation work is required. The purpose of the study is to investigate and describe which factors enable digital innovation in the tech industry. To arrive at this, organizations operating in the tech industry have been examined regarding how they work to drive innovation work. To collect data, five open individual interviews have been used. The result shows that it is required that organizations spend time, commitment, resources, and energy on innovation. By using a post-industrial organizational structure, many other enablers of innovation are promoted from this. For those organizations that use a software or IT service or as a product, it is essential to use the Hackathon phenomenon to drive the radical innovation. In summary, it can be stated that digital innovation is a complex phenomenon and for organizations to succeed in pursuing it, there are many factors that they need to focus on. However, the study shows that what an organization chooses to put the focus on varies from organization to organization. This study was conducted in Swedish.