a importância da inovação para a gestão integrada do negócio e sua competitividade

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ID: 245880
2009
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Abstract
A inovação é a prática da idéia, fruto da criatividade. As experiências de empresas reconhecidamente inovadoras são lições importantes sobre a contribuição da inovação para a gestão do negócio: a liberdade de pensar e agir com responsabilidade dentro de equipes multidisciplinares trabalhando em projetos com horizontes de retorno de curto, médio e longo prazos e capazes de aliar, de forma competente, experiência e visão. Dentro de uma perspectiva histórica, as empresas têm descoberto que não faz sentido disputas internas em torno de projetos. Esses, na sua essência, devem trazer uma contribuição mercadológica para o negócio, em termos de produto, distribuição, comunicação com o mercado ou serviços. Devem refletir a inovação contínua, agregando valor e melhorando o grau de competitividade da empresa no mercado. Palavras-chave: inovação, marketing integrado, empresas inovadoras. Abstract Innovation is the practice of an idea produced by creativity. The experience of companies aknowledged as innovators are important lessons on the contribution of innovation for business management: the freedom to think and act with responsibility within multi-disciplinary teams working with short, medium and long term projects putting side by side, in a competent way, experience and vision. From a historical perspective, companies have discovered that internal issues about projects make no sense, These must give a marketing contribution to the business either in terms of product, distribution, communication or services. They must reflect the continuous innovation, adding value and increasing the degree of competitiveness of the company in the market. Key words: innovation, integrated marketing, innovating companies.
Reference Key
bacarim2009revistaa Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors ;Gilberto Bacarim
Journal sustainable chemistry and pharmacy
Year 2009
DOI
10.20946/rad.v2i1.1695
URL
https://revistas.pucsp.br/index.php/rad/article/view/1695
Keywords
business

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