ANÁLISE DA (IN) VISILIBILIDADE DA INOVAÇÃO INCREMENTAL COMO ESTRATÉGIA DO RAMO VAREJISTA DE MODA FEMININA NO MUNÍCIPIO DE PALMAS-TOCANTINS

Abstract

The innovation assumes position of prominence in the concurred market of the branch of the feminine fashion. This efficient weapon of differentiation serves as instrument company to remain it alive in this market, to conquer more customers, to increase vendas and to generate more profit. The subject was delimited and this research considers a study of the incremental innovation and (in) the visibility in the companies on this subject. This research shows the importance of the innovation for health of the company, therefore it was necessary to identify if the managers use the incremental innovation as strategy to differentiate - and to increase the competitiveness level. Of this form it searched - an analysis of the operacionalização of the incremental innovation in the companies of this branch, identifying itself the application of the practical ones of innovation, if the managers launch hand of this tool to be distinguished and if the same ones are motivated to innovate, as well as, the perception of the customers of this segment on the implemented improvements. A exploratório and descriptive study with quantitative boarding it was carried through with 30 managers of store that commercialize only feminine clothes and accessories, 60 respective collaborators and 100 customers. A bibliographical research was carried through in order to get a scientific basement on the innovation, where the Manual of Oslo, authors Tidd and Bessant and also Davila, Epstein and Shelton had been used as main references. According to resulted of the research it arrived - the conclusion that the managers recognize the importance of the innovation, applies in its store, however they are motivated by the competition and they do not possess one systemize politics of innovation; the collaborators are satisfied in its workstation and are recognized when they present good ideas; the customers recognize improvements applied in the store and the majority perceived advance in the attendance. Implemented knowledge of incremental innovation generate resulted, they conquer and holds back customers and promote development in the applied area.