Analysis of information relevance in the strategy conception process: Case study in a company of shoe components

Abstract

Innovation became one of the main sources for the constitution of competitive advantage, especially among industrial organizations. However, establishing innovation as the priority does not mean making an organization innovative since innovation requires major changes within the organization (Tidd et al., 2008). As a result, this article aims to understand how the company BETA applied innovation strategies in the process of strategic thinking. The single case study, descriptive research, with qualitative approach included an in-depth interview with the manager of the industrial company as a technique for data collection. The results of the research characterize strategic repositioning based on innovation in a market characterized by the presence of commodities, in addition to alternative technological innovation based on partnerships with technology centers and universities. Evidence also confirmed that in order to be innovative an organization needs managers who foster the culture of innovation as a process based on knowledge.

Keywords: strategy, innovation, competitive advantage.