Purpose – The purpose of this paper is to analyse the importance of innovation in the industry; factors that condition technological competitiveness at Magneti Marelli Controle Motor; analyse the risks and opportunities involved in the process of diffusion and management of flexfuel technology. Design/methodology/approach – The methodological approach was qualitative/descriptive case study, supported by the theoretical framework on risk analysis and strategic analysis. Findings – In a Brazilian market context, new technologies need to make cars more competitive in cost/price terms. Magneti Marelli had an innovative and important role in the development and implementation of this technology. Thus, it achieved a higher share of market and recognition of its entrepreneurial character. Originality/value – There are few academic papers that relate the topics risk, strategy and Innovation. Moreover, the paper reports a successful case of Brazilian innovation in the global automotive industry.

Em mercados afluentes, a literatura de gestão do desenvolvimento de produtos recomenda agregar valor e tecnologia, diferenciar produtos e lançá-los rapidamente. E nos mercados de baixa renda individual? Essa pesquisa exploratória buscou conceituar produtos populares, dimensionar e caracterizar os seus mercados no Brasil e identificar as orientações estratégicas da inovação nestes mercados. Os resultados apontam que são outras as orientações estratégicas efetivas: identificar e atender às funcionalidades mais essenciais do público alvo; padronizar produtos baratos; aumentar a escala de produção; aumentar o conteúdo de auto-serviço; estender a vida do produto; repensar toda a estratégia de embalagens; recorrer a canais de distribuição e marketing convenientes; construir imagens de produtos adequadas ao mercado popular; alongar financiamentos com prestações baixas. A metodologia adotada recorreu à análise conceitual, para precisar a noção de produto popular, e dados secundários (a POF da FIPE para um perfil do consumo popular). O recurso à mídia impressa permitiu identificar casos interessantes de empresas e suas estratégias de inovação. E estudos de caso permitiram explorar os caminhos sugeridos pela literatura e pela mídia impressa.

O trabalho apresenta os resultados da aplicação do modelo de sistematização do processo de análise das relações de influências entre os agentes públicos e privados na busca do desenvolvimento sustentável da Região do Alto Tietê, em particular, na indústria de celulose e papel da região. Para tanto, desenvolveu-se um referencial teórico ajustado com a dinâmica conflituosa entre os interesses econômicos, sociais e ambientais. A sustentação teórica foi alcançada com a composição das seguintes abordagens conceituais: Teoria dos Sistemas Abertos, Nova Economia Institucional e Organizações em Rede. A pesquisa-ação foi o método adotado para aprofundar o estudo das relações dos agentes envolvidos na indústria de celulose e papel do município de Suzano. A ilustração da aplicação do modelo, com os dados obtidos, serve para mostrar uma perspectiva mais analítica para o estudo das relações entre os agentes envolvidos em atividades econômicas, respeitando os preceitos do desenvolvimento sustentável.
The paper presents the outcomes of the application of a model of systematization of the process of analysis of the relations of influences between public and private agents geared towards sustainable development in the Alto Tietê region, within the São Paulo macro-metropolis, specifically within the paper and cellulose industry. For this purpose a theoretical framework was developed adjusted to the conflictive dynamics between economic, social and environmental interests. The theoretical support was reached through the composition of several conceptual approaches: Theory of Open Systems, New Institutional Economy and Networked Organizations. Research action was the method followed to deepen the study of the relations of those agents involved in the cellulose and paper industry in the municipality of Suzano. The illustration of the model´s application, with the data obtained, serves to show an analytical perspective for the study of the relations between those agents involved in economic activities, taking into account sustainable development

PurposeThe purpose of this paper is to assess the level of innovation of products, processes and services in technology‐based incubated companies.Design/methodology/approachOn the basis of this review, the stages of development of companies incubated in the Incubating Center for Technological Companies São Paulo, Brazil, were analyzed and through the integration of three different statistical techniques (factorial analysis, cluster analysis and logistic regression), a basis for analyses and considerations was obtained: the companies studied were segregated into clusters according to each one's stage of innovation.FindingsA statistical model was estimated to calculate the probability of innovation of the companies – a methodological tool for evaluating the actual presence of innovation in technology‐based companies installed in incubators.Research limitations/implicationsOwing to the nature of the sample chosen, the results might not be generalized to broader or international contexts.Practical implicationsThe estimated model should contribute as an analytical tool to incubators in evaluating the probability of innovation in technology‐based incubated companies.Social implicationsWith the use of this analytical model, incubators should be more capable of developing strategies to stimulate innovation.Originality/valueThis paper reviews widely the contributions of authors concerning factors of innovation in order to present a model drawn from three different multivariate analyses. Furthermore, the theme of innovation assessment in technology‐based incubators has few contributions.

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