A teoria neo-schumpeteriana enquanto instrumento para análise da competividade de MPE's : o caso da ADCOS

Abstract

This study has the purpose to investigate the facts of the strategies capacity of the innovations process in the cosmetic companies, through the studied of the Adcos Company, identifying the characteristic of innovation patterns in relations to its products, procedure, managements and strategies capacity. The high degree of competitions, the fast globalization and the changes on the science and technologies fields turns to innovation unavoidable for the cosmetics companies keep going above the competition. To productive innovation process, also is essential the appropriated administration and capable persons for activities executions. It´s also indispensable to the company describes precisely its strategies. It´s sources of learning and transforming the apprenticeship in capability must be the foundations it´s the feedback of the company social model standard that will results in more competition advantage. The Adcos Company operated since 1993, and it´s respected as one of the regards companies in the Brazilian Dermocosmetics field, using modern technologies to make its products. This study has the characteristic as a qualitative case, and was applied interviews with managers, directors and with the owner, using a semi structured guide of questions. It was made a documental, exploratory and descriptive investigations characterized us a matter analyses. This analyses allowed to understand that the Adcos organic structure behavior it´s turned to the innovation process, this can be notice by the products that are made and in the employers understanding about what´s innovation and competition strategies and about is related to the capacity to created news goods, associated to the characteristic studied about the innovation and strategies capacity.