Inovação em tecnologia e serviços: estratégias para a competitividade em um negócio de gestão visual de cores

Pedro Gargalaca Filho; Adilson Caldeira

doi:10.5585/iptec.v10i1.21370

Authors

Pedro Gargalaca Filho Universidade Presbiteriana Mackenzie https://orcid.org/0000-0001-5484-4055
Adilson Caldeira Universidade Presbiteriana Mackenzie https://orcid.org/0000-0002-3285-7100

DOI:

https://doi.org/10.5585/iptec.v10i1.21370

Keywords:

Business development, Innovation, Technology

Abstract

This technological report describes the intervention carried out in a company that operates in the consulting and solutions sector for color management in several market segments. The opportunity identified was to meet the new demands for lighting systems, which emerged in companies in the graphic industry in Brazil, mainly caused by legal and technological changes. The methodological procedure adopted was the proposition of Marcondes, Miguel, Franklin, and Perez (2017) to define and implement strategies based on innovation in technology and services in search of differentiation that would generate competitive advantage, creating value for customers. The intervention resulted in the transformation of a risk scenario for the economic sustainability of the business into a profitable and promising perspective, with an impact on the company's relationship with its customers, promoting an increase in market share with positive financial results for the business. Thus, we describe a concrete experience that integrates models developed in the academic world with situations applied in the business environment, dealing with the complexity of issues related to market contingencies and the skill required in commercial relations. By following scientific methodological guidelines, it is expected that your report will add knowledge to management technology and make it subject to replication in equivalent situations.

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Author Biographies

Pedro Gargalaca Filho, Universidade Presbiteriana Mackenzie

Empresário, fundador e sócio-diretor da Coralis, é Mestre em Administração do Desenvolvimento de negócios da Universidade Presbiteriana Mackenzie, com MBA em Marketing na Fundação Getúlio Vargas e graduação em Engenharia Química pelas Faculdades Oswaldo Cruz.

Adilson Caldeira, Universidade Presbiteriana Mackenzie

Doutor em Administração de Empresas (Mackenzie), Mestre em Administração (FEA/USP), Especialista em Administração Financeira e Graduado em Engenharia Civil. Membro do núcleo docente permanente do Programa de Pós-Graduação em Administração do Desenvolvimento de Negócios da Universidade Presbiteriana Mackenzie. Pesquisador e consultor em desenvolvimento de negócios, com foco em estratégia, inovação e competitividade.

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