A introdução de novos produtos e o processo de difusão das inovações na estratégia das empresas: uma análise de bens duráveis. / Company new product launching strategy and the diffusion of innovations: a durable goods analysis.

AUTOR(ES)
DATA DE PUBLICAÇÃO

2006

RESUMO

The thesis is dealing with diffusion of innovations, exploring the subjects in many of their studies. The scope of this literature review has included both qualitative and quantitative models, allowing the perception of the enormous efforts already done in such area, as well as their importance. The research has included different areas, as Sociology, Anthropology, Marketing, Economy, Administration, Production Engineering, checking how they take care about this theme. Modern corporations assume innovation discussions as a result of nowadays technology and market pressure, assuming their impact for successful organizations. So, the work explores how companies deal with their innovation strategy, when and if diffusion of innovation concepts is considered in order to increase their new product success. The study checked the following durable goods diffusion response in Brazilian houses: TV sets, radios, refrigerators, freezers and water filters, complemented by how home water canalization diffusion happened. Researches previously made by IBGE - Statistic and Geography Brazilian Institute - as decennial census, PNADs, POF supported the work, in their printed or electronic forms, even in the original research data. SPSS was used to support data treatment. Diffusion curves of the above mentioned items were researched, in the following patterns: Brazil, split in rural and urban areas, and divided into five different incoming revenues. Frequencies and correlations among innovation groups, incoming revenues results were analyzed, as well as the adherences against the theorized distributions. The results afford to assume that richest people have an important point in innovation diffusion processes, and their behavior can be used as an indicator to the other incoming revenues categories. To support some thesis conclusions, home appliances prices were researched since 1960, in historical values, updated by IPC-FIPE - SP index and by minimum wage quantities at the time the price were published. The work has proposed two models: the first modeling the top wage incoming behavior in the diffusion of innovation process and the second model, supported by the first, representing how companiesstrategy should care about innovation diffusion. As a final conclusion it is possible to say the results should help organizations in the new product administration responses, by monitoring the tendencies and projecting them in the future product life cycle.

ASSUNTO(S)

companies strategies eletrodomésticos bens duráveis difusão de inovações durable goods home appliances houses new products innovations novos produtos estratégia empresarial diffusion of innovations domicílios inovações

ACESSO AO ARTIGO

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