Inovação frugal à luz dos princípios da Jugaad : estudo de múltiplos casos em MPEs

• Ano de defesa: 2018
• Autor(a) principal: Silva, Sandra Barbosa dos Santos
• Orientador(a): Silva, Débora Eleonora Pereira da
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Programa de Pós-Graduação: Pós-Graduação em Administração
• Palavras-chave em Português: Empreendedorismo; Método de estudo de casos; Pequenas e médias empresas; Negócios; Empresas novas; Criatividade nos negócios; Itabaiana (SE); Inovação; Inovação frugal; Jugaad; Pequenos negócios
• Palavras-chave em Inglês: Innovation; Frugal innovation; Small businesses
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://ri.ufs.br/jspui/handle/riufs/8744

The innovation has been pointed out by several studies (TORRES et al., 2017, COLBY, DOBNI, 2015, CARVALHO et al., 2015, SILVA, DACORSO, 2013, BESSANT and TIDD 2009) as a competitive energy source for business in a dynamic and globalized market. Regardless of the size and the segment, all businesses can innovate, because in countries like Brazil, small companies represent more than 90% of the country's total enterprises, being an important source of employability (SEBRAE, DIEESE, 2015). When searching specifically about frugal innovation, the objective was to describe how small businesses in the Itabaiana / SE region develop frugal innovation in their activities of producing goods and services in the light of Jugaad principles. The Jugaad innovation is in line with the Brazilian way, with the ability to adapt and improvise in the face of adversity in an ingenious way (RADJOU; PRABHU; AHUJA, 2012). This type of innovation follows six principles - seeking opportunities in adversity, doing more with less, being flexible, simplifying, giving the excluded a chance, and following the heart - consistent with the way innovation occurs in many small business in Brazil. The study is qualitative, using multiple case study strategy. For the collection of the evidences, documentary analysis, semi-structured interviews and direct observation were carried out in eight companies, two of them in the service sector, three in the industrial sector and three in the commercial sector. And the data were analyzed through individual case analysis and cross-case analysis. As the main results of the research were identified that six of the companies surveyed started the business when the owners sought opportunities in the personal adversities they faced, and only two companies emerged from the dream of their owners to undertake, as well as all entrepreneurs had prior knowledge on the field of activity, and all reported transforming the adversities that arise in their organizations in business opportunities, being the financial adversity pointed out as the main adversity faced by them; all respondents follow the principles of doing more with less in their organizations; in all the cases studied, the principle of flexibility was identified in actions such as: the change of the initial business model, and the interest in implementing innovative actions that are motivated by clients and / or competition; all the companies surveyed offer some kind of simple product, however good enough to solve the problems, needs or desires of the customers, while still maintaining the quality; all seek or have the majority of their clients poorly served or excluded by the market; and make decisions based on the following factors: intuition, empathy and / or passion. From the data analysis it was verified that the Jugaad principles are present in actions practiced by all the companies participating in the study. On some principles companies share the same type of action. Finally, the study presents a chart with examples of Jugaad actions found during the research to serve as inspiration for other SMEs.