INOVAÇÃO NO MODELO DE NEGÓCIO: um estudo em pequenas empresas frente à pandemia de COVID-19
Palavras-chave:
InnovationResumo
Objetivo: Este artigo tem como objetivo compreender como as pequenas empresas podem inovar no modelo de negócio frente à pandemia de COVID-19.
Design/Método/Abordagem: Foi desenvolvido um estudo de caso múltiplo com quatro empresas do segmento de serviços. As fontes de evidências foram entrevista semiestruturada e pesquisa documental. Um caso piloto foi realizado para refinamento da pesquisa. Os casos foram analisados por meio da técnica de análise de conteúdo qualitativa.
Originalidade/Relevância: O artigo avança no entendimento sobre o papel das crises na inovação no modelo de negócio e sobre as características dos modelos de negócios nas pequenas empresas.
Principais Resultados/Descobertas: A rápida introdução de inovações incrementais no modelo de negócio das pequenas empresas se mostrou vital para a sobrevivência dessas empresas durante a pandemia de COVID-19. Entre as inovações se destacam a introdução de novos produtos, novos segmentos de mercado, e expansão das vendas através do delivery.
Implicações Teóricas e Metodológicas: Por abarcar uma crise extrema, a pesquisa pode possibilitar a ampliação de estudos e ações voltados para crises menores. Numa perspectiva metodológica, operacionalizar inovações na perspectiva da própria empresa e do mercado pode auxiliar pesquisadores a conduzirem pesquisas mais aderentes à realidade da pequena empresa.
Contribuições para a Sociedade e Organizações: A pesquisa auxilia a entender como os gestores lidam com momentos difíceis para manter a permanência de suas empresas e expõe a importância de políticas públicas voltadas a esses negócios.
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