ARTICLE
TITLE

The Contribution of Innovation to Startups for Market Creation

SUMMARY

This article examined how the innovation in startups contributes to the creation of markets. The constructs “Strategies for the creation of markets” and “Innovation” were covered in the theoretical framework. The scope of the research was startups and the specific objectives sought to analyze how innovation occurs and verifying the creation of the market through their innovation. The method of research was the qualitative exploratory, and data collection was performed by means of a structured script. Ten startup founders were interviewed and it was used the content analysis technique for data analysis. This article has shown that startups, even using an existing business model, innovate in the segment or the way they deliver their products, thus generating a value innovation and this is often caused by the ability to feel the pain of consumer. Some limitations were found in the research, such as the limited data on Brazilian startups, which already indicates a path for future research, as well as seeking to understand the functioning of the organizational structure of these companies, which still need to be better studied.

 Articles related

Erman Aminullah,Wati Hermawati,Trina Fizzanty,Nur Laili    

The objective of the study is to reveal factors that are internal and external to firms that affect the use of network relations for innovation, with a focus on mapping the policy role in innovation networks. The study was undertaken through case analysi... see more


Suharyati Suharyati    

MSMEs are able to penetrate Indonesia's GDP by 60%, but the contribution to Indonesia's exports is still lagging behind compared to Southeast Asian countries such as Thailand and the Philippines which have high competitiveness. The economic potential of ... see more


Patrícia Wielewicki,Rui Ferreira Roda    

Creativity is an ever-increasing theme of interest in the context of management due to its importance for the innovation process. Current literature suggests that the interaction between the concepts of innovation and creativity is not clear. Both phenom... see more


Suzana Maria Scherrer,Silvio Luís de Vasconcellos    

This study attempts to understand the role played by path dependence in the evolution of the international business of firms faced with circumstances in which innovation becomes a challenge. Decisions, both related to innovation and to internationalizati... see more


Erman Aminullah    

This paper intends to forecast conventional cigarette substitution by e-cigarette in the context of disruptive innovation.  E-cigarette as disruptive innovation  has been driven by   technology innovation to create e-cigarette product... see more