Inovação no modelo de negócio : um estudo em pequenas empresas frente à pandemia de COVID-19

Abstract

This research aims to understand how small companies can innovate their business model in the face of the COVID-19 pandemic. Therefore, the following specific objectives were outlined: a) to characterize the innovation profile of the small company; b) describe the business model in the pre-COVID-19 pandemic scenario; c) analyze which aspects of the business model were affected; d) identify which innovations were incorporated with the COVID-19 pandemic; and e) analyze the influence of the innovations implemented in the business model. To achieve these objectives, a qualitative study was developed, of an applied nature, adopting the multiple case study method with four micro-enterprises in the service segment, located near the Federal University of Sergipe. As for the data collection instruments, semi-structured interviews and documental research were chosen. A pilot case study was carried out to align possible adjustments of the interrogatives with the delimited research questions. For the treatment of evidence and analysis of cases, the technique adopted was content analysis. The results show that in the chosen companies, the innovation profile is revealed in an informal state in which managers promote innovative practices in order to maintain the quality of the services provided. It was possible to describe the business models in the pre-COVID-19 pandemic scenario adopted in each company and identify the means used to create, deliver and capture value. The analyzes of which aspects of the business model were affected by the COVID-19 pandemic pointed to changes related to customer segments, value creation, value proposition in a greater proportion, in core resources and in key processes in a greater proportion. smaller. The innovations incorporated from the COVID-19 pandemic include the introduction of new products, new market segments, expansion of sales through delivery. The influences of the innovations incorporated in the business model reached mainly aspects of survival of the companies, as they influenced factors related to the maintenance of invoicing, customers, employees and partners. This research concludes that, despite the challenges inherent to small business, added to moments of crisis such as the COVID-19 pandemic, small businesses can still innovate through incremental changes in their business models. The contributions reach the expansion of studies and the generation of insights on the subject. Empirically, it contributes to the choice of a field of social and economic relevance, by establishing connections between the public university and small businesses.