47915

Vitor Koki da Costa Nogami
Francisco Giovanni David Vieira
Andres Rodriguez Veloso

Revista Brasileira de Gestão de Negócios

Objetivo: – Investigar o conceito e a adoção da inovação no mercado de baixa renda. Metodologia: – Quatro estudos diferentes foram realizados: primeiro, uma pesquisa Delphi, com 126 professores de marketing e inovação de programas de pós-graduação; segundo, entrevistas com 13 profissionais, de assistência técnica e gerentes varejistas; terceiro, dois grupos focais com os consumidores de baixa renda; e quarto, pesquisa de levantamento com 390 entrevistados. Resultados: – Os resultados indicam que as inovações no mercado de baixa renda são caracterizadas principalmente por adaptações e ajustes nos produtos, com ênfase nas inovações incrementais, não nas radicais. Adicionalmente, a adoção da inovação nesse contexto se caracteriza como tardia, não inicial. Contribuições: – Em termos de contribuição teórica, o presente artigo revela como o conceito de inovação é construído no mercado de baixa renda. A partir de uma perspectiva construída coletivamente com informações de diferentes agentes de mercado (indústria, varejo e consumidores), os resultados se tornam robustos para compreender o fenômeno. Adicionalmente, além dos diferentes agentes, diferentes métodos de coleta e análise também foram utilizados no intuito de potencializar os resultados. Essa contribuição coletiva, fundamentada teoricamente na literatura de construção social, entrevistando diferentes agentes de mercado e usando diferentes abordagens metodológicas, potencializaram sinergicamente o desenvolvimento do artigo.

adoção de inovação, base da pirâmide, eletrodomésticos, inovação incremental, Mercado de baixa renda

NOGAMI, V. K. C.; VIEIRA, F. G. D.; VELOSO, A. R. Conceito de Inovação no Mercado de Baixa Renda . Revista Brasileira de Gestão de Negócios, v. 20, n. 1, p. 127-149, 2018.

Nogami, V. K. C., Vieira, F. G. D., & Veloso, A. R. (2018). Conceito de Inovação no Mercado de Baixa Renda . Revista Brasileira de Gestão de Negócios, 20(1), 127-149.

10.7819/rbgn.v20i1.3044

https://www.spell.org.br/documentos/ver/47915/conceito-de-inovacao-no--mercado-de-baixa-renda-/i/pt-br

Artigo

Português

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