Innovation in business: a case study on ventures in pharmaceutical trade in Cacoal, Rondônia state (Brazil)
by Noemy Witt Ferreira; Flávio de São Pedro Filho
International Journal of Innovation and Learning (IJIL), Vol. 13, No. 3, 2013

Abstract: The pharmaceutical market in Brazil is subjugated to the fixation of prices from federal government and the limitation on sales of drugs that competes with those so-called generic bargain prices. However the fact, in the municipality of Cacoal, located in the Western Brazilian Amazon, this industry moves forward significantly. The aim of this study is to interpret this process and answer what is the impact on this restrictive competition for these are appealed to administrative science in face of the Contingency Theory to explain by the method of case study in which the state of the art is questioned and interpreted by the scenario and a focus group active. The result indicates that such ventures are being managed empirically by the founders under agility interpreted in this task. The study also indicates that business managers achieve success because of creativity. It was concluded by the needs of structural adjustments with supported strategic innovation such as those indicated in this task, mediated by knowledge and technology management. The expectation of this study is to improve the concept of creativity and innovating in business.

Online publication date: Wed, 31-Jul-2013

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