A influência dos fatores internos na estratégia de inovação disruptiva : estudo de caso em um banco brasileiro

Abstract

Innovations have a fundamental role in the evolutionary dynamism of the capitalist economy, they are responsible for the emergence of new markets, causing great impact of rupture in traditional organizations. This dynamism of rupture has increasingly aroused the interest of those involved in business management in order to better understand the phenomenon of disruptive innovations. In this innovative context, competition in the Brazilian financial sector has been increasing due to new entrants with innovative proposals based on technology. Therefore, the objective of this work was to verify and analyze how internal factors of an organization can influence the launch of products or services based on disruptive innovation in a Brazilian bank. In this way, this study sought to verify how the orientation to innovation in the organization studied is formally structured; examine how the innovation strategy is influenced by internal factors such as: environment, human resources, financial resources, processes, culture and strategy; identify the main sources of ideas used in the process and innovation in the studied bank; and identify the main barriers to disruptive innovation orientation in the organization. The methodology used was the qualitative case study, centered in a single case study, with multiple data sources, of exploratory objectives. The data collection was done through the analysis of company documentation and interviews using a semistructured script. As a result of this study, we can highlight the finding of an environment hostile to the emergence of truly innovative initiatives due to internal factors such as: lack of a formal structure of innovation, lack of support from top management, lack of human resources dedicated to innovation support functions, low rate of use of ideas sources, and failure to communicate strategy and guidance to innovation. The main contribution of this study is the identification of the main actions necessary for the financial institution to promote a dynamic and collaborative environment in order to know and foster its innovation process.