Um Ensaio Teórico Sobre o Conceito de Disrupção e a Criação de Novos Mercados / A Theoretical Essay on the Concept of Disruption and the Creation of new Markets
Resumen
A teoria das tecnologias/inovações disruptivas é uma das teorias mais influentes sobre como empresas e indústrias respondem à mudança tecnológica. Com o passar dos anos, a teoria das inovações disruptivas sofreu alterações em relação a seu conceito inicial, o que levou a teoria a ser aplicada em diferentes contextos. Em dissonância, a literatura acadêmica ainda não forneceu uma imagem clara do impacto da inovação disruptiva em novos mercados. Este ensaio teórico busca revisitar o conceito de disrupção que afeta as estruturas existentes do mercado principal e/ou cria uma oportunidade para um novo mercado. Dessa forma, este ensaio busca rever o conceito de inovação disruptiva apresentado na literatura e apresentar uma perspectiva acadêmica da disrupção e criação de novos mercados. Este ensaio teórico apresenta uma recapitulação da teoria das inovações disruptivas, seus diferentes conceitos presentes na literatura, sua não conformidade com os modelos, padrões e mercados vigentes, e seu potencial de afetar estruturas de mercado existente e criar novos mercados. Apesar de diferentes conceitos empregados, uma nova arquitetura de valor é apresentada na maioria das propostas, na qual a disrupção é encontrada no desenvolvimento de novas tecnologias disruptivas e sua integração em novos modelos de negócios. Este ensaio teórico busca contribuir com o melhor entendimento do conceito de inovações disruptivas, principalmente com seu impacto no desenvolvimento de novos mercados.
Palavras-Chave: Inovação Disruptiva. Disrupção. Modelos de Negócios. Proposta de Valor. Novos Mercados.
ABSTRACT
The theory of disruptive technologies/innovations is one of the most influential theories on how companies and industries respond to technological change. Over the years, the theory of disruptive innovations has undergone changes in relation to its initial concept, which has led the theory to be applied in different contexts. In dissonance, the academic literature has not yet provided a clear picture of the impact of disruptive innovation on new markets. This theoretical essay seeks to revisit the concept of disruption that affects existing structures of the main market and/or creates an opportunity for a new market. In this way, this essay seeks to review the concept of disruptive innovation presented in the literature and present an academic perspective of disruption and creation of new markets. This theoretical essay presents a recap of the theory of disruptive innovations, its different concepts present in the literature, its non-compliance with current models, standards and markets, and its potential to affect existing market structures and create new markets. Despite the different concepts employed, a new value architecture is presented in most proposals, where disruption is found in the development of new disruptive technologies and their integration into new business models. This theoretical essay seeks to contribute to a better understanding of the concept of disruptive innovations, especially with their impact on the development of new markets.
Keywords: Disruptive Innovation. Disruption. Business Models. Value Offer. New Markets.
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DOI: http://dx.doi.org/10.12819/2023.20.1.10
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