Inovação Disruptiva: Uma Revisão Integrativa da Criação de Mercados e Modelos de Negócios / Disruptive Innovation: An Integrative Review of Creating Markets and Business Models
Resumo
A Inovação disruptiva introduz um pacote de atributos diferente dos existentes no mercado, e tendem a ser usados em novos mercados ou novas aplicações dentro do mercado. Porém, poucas empresas introduziram inovações genuinamente disruptivas, do tipo que resulta na criação de mercados e modelos de negócios inteiramente novos. Tendo as inovações disruptivas como resultantes em criação de mercados e modelos de negócios inteiramente novos, é importante conhecer as tecnologias que podem irromper os mercados existentes, constituindo novos padrões. Assim, este estudo realizou uma revisão de literatura sobre as inovações e disruptivas para compreender seu impacto no desenvolvimento de novos mercados. Quatro categorias foram discutidas: Oportunidade de Mercado, Tecnologia, Marketing e Novos Mercados, e Modelos de Negócios. Os resultados apontam para a inovação disruptiva como catalizador de novos mercados e que modelos de negócios inteiramente novos são importantes para constituição destes mercados, mas também um ecossistema é necessário para desenvolvimento do mesmo, assim como criação de vantagens competitivas provenientes da nova tecnologia.
Palavras-Chave: Inovação Disruptiva. Modelos de Negócios. Novos Mercados. Tecnologia. Oportunidade de Mercado.
ABSTRACT
Disruptive innovation introduces a package of attributes different from those existing in the market, and they tend to be used in new markets or new applications within the market. However, winning business has introduced genuinely disruptive innovations, the kind that result in the creation of new markets and new business models. With disruptive innovations as a result of creating complete markets and business models, it is important to know the technologies that can break into existing markets, setting new standards. Thus, this study carried out a literature review on innovations and disruptions to understand their impact on the development of new markets. Four categories were discussed: Market Opportunity, Technology, Marketing and New Markets, and Business Models. The results point to disruptive innovation as a catalyst for new markets and that new complete business models are important for the constitution of these markets, but also an ecosystem is necessary for the development itself, as well as the creation of competitive advantages from the new technology.
Keywords: Disruptive Innovation. Business Models. New Markets. Technology. Market Opportunity.
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DOI: http://dx.doi.org/10.12819/2021.18.10.6
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