A influência da cocriação na capacidade de inovação.

Abstract

This article proposes an analysis of how companies are using value creation for the development of innovation capacity. Therefore, the theoretical approach used was that of Prahalad and Ramaswamy (2004), through the interaction blocks, in this sense, the value creation practices were sought through the interaction with their publics that reported in the increase of the capacity of innovation of the companies. For that, a research of qualitative exploratory character was carried out, whose tool used is the study of multiple cases, in three companies denominated as, company 1, company 2 and company 3. Where company number 1 makes non-alcoholic beverages; company 2, markets fuels and company 3, manufactures alcoholic beverages. From the analysis of the cases and the approach of the theory studied, the dissertation presents the relationship between the use of value creation to increase the capacity for innovation and also shows how the interaction blocks can help this interaction. Also, it shows that both are related to each other, the more value creation is encouraged, the greater the chances of increased innovation capacity. From these results, the intention is to contribute with advances in the academic field as well as in managerial decisions.