COMERCIALIZAÇÃO DE INOVAÇÕES: UMA ANÁLISE DOS PROBELMAS ENFRENTADOS POR PEQUENAS EMPRESAS DE BASE TECNOLÓGICA GRADUADAS EM UMA INCUBADORA BRASILEIRA

Rodrigo Lacerda Sales, Francisco José de Castro Moura Duarte, Anne Marie Maculan, Nedson Antônio Campos

Resumo


Esta pesquisa tem como objetivo principal identificar as especificidades dos problemas de comercialização das inovações de pequenas empresas de base tecnológica - PEBTs graduadas em incubadora brasileira. Procura-se entender como essas empresas buscam resolver esses problemas para inserir suas inovações no mercado As questões centrais do estudo foram: Quais as principais dificuldades as PEBTs enfrentam na hora de oferecer seus novos produtos e serviços ao mercado? Que razões estão na origem dessas dificuldades? A pesquisa foi do tipo exploratório-descritivo, com uma abordagem metodológica qualitativa. O método estudo de casos múltiplos foi utilizado para analisar dez pequenas empresas de base tecnológica – PEBTs, graduadas numa incubadora brasileira. Os resultados apontaram que as PEBTs passam por algumas dificuldades ao comercializarem suas inovações por duas razões principais: (1) excessiva concentração dos esforços de venda nos empreendedores e contatos com os clientes realizados tardiamente, (2) não desenvolveram e construíram competência em comercialização, especificamente identificando um nicho de mercado e considerando os clientes iniciais e potenciais para poder desenvolver um modelo de negócio viável, usando suas redes de contatos efetivamente.

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DOI: https://doi.org/10.6034/rmpe.v14i1.1275

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