Pequenos negócios, grandes sucessos: a inovação como vantagem competitiva em confeitarias gourmet na cidade de João Pessoa - PB

Abstract

Innovation, in addition to changing, adjusting and improving, makes organizations competitive, and keeps them functioning effectively in the economic market. The present study comprises an analysis of innovation as a competitive advantage in gourmet confectioneries in the city of João Pessoa - PB. In view of the great emergence of these enterprises in the city, the need to differentiate itself from the competition increases, and this happens through the practice of innovation, which ends up establishing competitive differentials in products, processes and other aspects presented in companies and offered to the public. for them, resulting in customers' preference for that company that manages to generate value to these customers through its offers, and this preference is called a competitive advantage. In order to understand this process of innovating and gaining an advantage, a structured interview script was carried out in order to assess the perception of gourmet confectionery managers about the innovation process they carry out. For the analysis of qualitative data, Atlas.ti software was used. Through the results, it was possible to perceive how managers understand the innovation process and seek to make changes in their organizations in order to attract customers and stand out from the competition. However, it was identified that the biggest challenge is financial management, it was found to be challenging to obtain profitability and achieve business.