Estratégias e práticas de inovação: estudo de caso em uma empresa do setor de logística

Abstract

In today's competitive market, innovation emerges as one of the primary strategic options for leveraging organizational competitiveness. It can be related to different types of innovation, such as new products, services, processes, technology implementation, marketing methods, the opening of new markets, or new business models. In this context, this study aimed to investigate and understand the approaches to strategy and innovation in a logistics organization located in southern Minas Gerais, Brazil, with branches throughout the country. This is a qualitative, exploratory-descriptive, applied study based on a literature review and case study supported by direct observation, documentary research, and interviews involving strategy, innovation, and logistics. The in loco investigation was conducted from January to May 2022. Nine professionals linked to the strategy and innovation sectors were interviewed. Six interviewees have over ten years of experience in the company, namely a CEO, three managers, two supervisors, one controller, a junior analyst, and an operations assistant. The study and analysis were based on three themes: company history, organizational context and strategies, and innovation practices (methods, techniques, and tools). Finally, we sought to discuss the results. We verified that the company has a family culture. However, after implementing a mixed Deliberative Council in the last five years, there were more open and participatory discussions and decisions. The business strategy is based on strategic planning called “House BSC”, with well-defined pillars such as “Operational excellence”. The strategy and innovation department is beginning the diffusion of an ambidextrous innovation strategy and culture based on small improvements in the present business (exploiting) to subsequently instigate new horizons associated with a new business (exploring). The exploring approach is still incipient. Its primary context is the present business, with innovations of a closed approach (close innovation) associated with incremental development focused on improving internal processes and services provided to customers. Open innovation is not ruled out by the organization but is not the priority. In the context of innovation, changes occur slowly, continuously, and well-founded. Considering conservative and current technologies, the practices (methods, techniques, and tools) employed use Swot, Brainstorming, Business Process Management, Business Model Canvas, Design Thinking, Design sprint, Scrum, PMBOK, MS Project, Fluig, Monday, and IoT. In conclusion, strategy and innovation are slowly but stably and safely expanding.