Banca de DEFESA: JUCÉLIA IVONETE DOS SANTOS

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : JUCÉLIA IVONETE DOS SANTOS
DATE: 29/11/2022
TIME: 09:00
LOCAL: Google Meet - G Suite
TITLE:
KEY WORDS:

Micro and small companies. Drugstores. Management capacity. Capacity of marketing.

PAGES: 83
BIG AREA: Ciências Sociais Aplicadas
AREA: Administração
SUMMARY:

Micro and Small Enterprises (MSEs) play an important role for the economy, especially for job
creation. However, such companies are facing an increasingly competitive market. Thus, in
order to highlight the activities and the innovation process, the present study aimed to discuss
the innovative process of micro and small companies in the drugstore industry located in the
city of Caruaru-PE through the analysis of their capabilities. management and marketing.
Therefore, the type of research that best suits the phenomenon under study is descriptive in
nature, with a qualitative analytical focus. Data were collected through a semi-structured
interview script developed by the author based on the study by Reichert, Camboim and
Zawislak (2015) and according to the research protocol developed throughout the study. Data
analysis and interpretation were performed using Bardin's (2011) content analysis. The results
show that the managerial and marketing skills and routines that help to keep drugstores away
from the threats of commerce contribute to the ability to innovate, replicating the theory that
the elements that help small businesses face competition are operational and behavioral rather
than the material and strategic resources typical of large networks. In other words, innovative
practices such as valuing good relationships with customers and suppliers, sharing the internal
division of tasks, collective decision making and reactive improvements, everyone understands
that this is essential to achieve competitive advantage within the sector. With this, it is
concluded that in micro and small companies, innovation can be perceived in several actions
developed within the organization, such as, in decision processes, in structural changes, in new
ideas and creativity, as well as in improvements in the service provided. And in the care of
customers and suppliers.

COMMITTEE MEMBERS:
Externo ao Programa - 2826584 - ANTONIO DE SOUZA SILVA JUNIOR - nullInterno - 1962553 - JOSE LINDENBERG JULIAO XAVIER FILHO
Presidente - 3890814 - NELSON DA CRUZ MONTEIRO FERNANDES