Análise da capacidade de inovação em um salão de beleza perante aplicações de tecnologias digitais

Abstract

With technological advances, organisations to remain competitive need to adapt to market changes. Inserting digital technologies into routine practices is a matter of survival. The innovation process generates competitive advantages in operations, products, marketing and organisation. This work analyses the capacity for innovation driven by digital technologies through a case study in a microenterprise located in the city of Cabedelo/PB. Data collection was carried out through interviews and questionnaires. To carry out the analysis of qualitative data, the Atlas.ti software was used. It was evident that the innovation capabilities with the highest recurrence are process innovation, product innovation and marketing. Through the questionnaire, it was possible to attest that there were improvements after implementing new technologies. The data obtained in the survey revealed that the microenterprise demonstrated that it is capable of adapting to the implemented changes, adhering to new knowledge, resources and technology to maximize its differentiation in relation to the market.