Stairs4Innovation: processo de gestão de inovação tecnológica disruptiva para novos mercados

Abstract

In 1911, in the book 'Theory of Economic Development', Joseph Schumpeter conceptualizes innovation as a key element for economic dynamics, as well as presenting its responsible: the innovative entrepreneur. New products, new services or new productive forms can create and destroy markets: the creative destruction of the Austrian economist's theory. Since then, many efforts have been applied to the deepening of innovation theories. However, with the specialization of knowledge, such as conquering markets or developing clients, weaknesses were identified, derived from the fragmentation of existing processes, centered on the vision of the cyclical nature of economic dynamics, advocated by Schumpeter. Having said that, would it be possible to have a process that guides the entrepreneur to contemplate cyclicality in the management of innovation, in the face of continuous market evolution and technological change ? In this direction, the objective of this work was to develop a process of management of disruptive technological innovation aimed at new markets. Therefore, existing theories of innovation and their connections were investigated. Among them, the theory of disruptive innovations and Jobs to be done. The research also included the application of methodologies for creating solutions, such as the Customer Development model and Running Lean. Then, an experimental procedure for prototyping and validation of the process was carried out, using tools such as the customer's value chain and functional modeling, through its application in an enterprise aimed at the tourism industry. After applying creation techniques, the Stairs4Innovation process was developed, consisting of four stages: emergence; propagation; consolidation and commoditization, which aims to mitigate the possible impacts of creative destruction on nascent or mature enterprises. The application of Stairs4Innovation in the startup focused on self-customizable tourist experiences, had the value proposition validated, initially using the Wizard of Oz technique, through the manual elaboration of personalized travel itineraries. Additionally, said application generated the amount of effort required for the marketing insertion and maintenance of the tourist enterprise. Finally, the results indicate the potential of the Stairs4Innovation process as a strategic tool for innovative entrepreneurship.