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Innovation as a Structural Attribute of Company Competitiveness

Authors:
Oswaldo Luiz Agostinho

Keywords: Innovation; organization attributes; competitiveness; business models.

Abstract:
Innovation does not occur spontaneously in an organization. Instead, structural conditions providing methodological support to the innovation process must be established, thereby ensuring the competitive edge required to respond to market demands. Organizations should therefore be designed with attributes, i.e., internal characteristics that provide structural conditions aimed at meeting these external demands. This paper aims to characterize the innovation process as one of the structural attributes of company competitiveness. Innovation, which is considered an attribute aimed at meeting customer needs, is shown to be a prerequisite for organizations to gain a competitive edge in the market. The methodology adopted here consists of identifying the structural attributes of the organization, being innovation one of them, establishing the conditions required for the innovation process to prosper. Sub attributes that support the innovation attributes are presented and linked to the innovation process. The main result is a model that considers the cause-and-effect relationship between external demands and the structural attributes of innovation, providing methodological support for innovation processes, enabling companies to meet the needs of competitiveness in their market segment.This model facilitates the design of innovation characteristics, creating guidelines for the company’s strategic positioning in its market segment. This approach, linking concepts of competitiveness and innovation, is not usual in the existing literature and business practices. The limitation of this research is mainly the design of this generic model for the specific organization application.

Pages: 13 to 19

Copyright: Copyright (c) IARIA, 2019

Publication date: June 30, 2019

Published in: conference

ISSN: 2308-4529

ISBN: 978-1-61208-718-4

Location: Rome, Italy

Dates: from June 30, 2019 to July 4, 2019