Contributions of open innovation for a communication company/Contribuicoes da inovacao aberta para uma empresa de comunicacao

Innovation is key to effective strategic management. However, the closed model no longer meets the needs of managers. From this premise is that it is the emerging model of Open Innovation, technique of open space for stakeholders to participate in the innovation process contributing ideas and sugges...

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Published in:Gestao & Tecnologia 2013-05, Vol.13 (2), p.222
Main Authors: da Silva, Breno Eustaquio, de Ramos Neves, Jorge Tadeu, Vasconcelos, Maria Celeste Reis Lobo, Araujo, Carlos Alberto Avila
Format: Article
Language:Portuguese
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Summary:Innovation is key to effective strategic management. However, the closed model no longer meets the needs of managers. From this premise is that it is the emerging model of Open Innovation, technique of open space for stakeholders to participate in the innovation process contributing ideas and suggestions. This paper presents the case of the Jornal A Noticia Regional Ltda, of Joao Monlevade city (MG), which is facing the challenge to innovate to enhance your product. For this, were tested collaboration platforms such as social network Facebook, as well as promoted a focus group and analyzed three newspapers of expression in Brazil. Among the observed results, we highlight the use of Open Innovation as adequate to support Innovation Management company, which should promote changes like inserting more columns of opinion and convergence printed with digital media. Keywords: Open Innovation. Communication. Printed Newspaper. A Inovacao e elemento chave para uma gestao estrategica eficaz. Entretanto, o modelo fechado nao mais satisfaz as necessidades dos gestores. Partindo dessa premissa e que se faz emergente o modelo da Inovacao Aberta, tecnica que consiste em abrir espaco para que os stakeholders participem do processo de inovacao contribuindo com ideias e sugestoes. Neste artigo e apresentado o caso do Jornal A Noticia Regional Ltda, da cidade de Joao Monlevade (MG), que se ve diante do desafio de inovar para aprimorar seu produto. Para isso, foram testadas plataformas de colaboracao, como a rede social Facebook, bem como promovido um grupo focal e analisados tres jornais de expressao no Brasil. Entre os resultados observados, destaca-se o uso da Inovacao Aberta como suporte adequado a Gestao da Inovacao da empresa, que deve promover mudancas como insercao de mais colunas de opiniao e convergencia do impresso com as midias digitais. Palavras-chave: Inovacao Aberta. Comunicacao. Jornal Impresso.
ISSN:2176-2430