O poder de inovação e a formulação da estratégia para sustentabilidade

Abstract

The innovation management has become a key factor for the success and continuity of organizations that can take advantage (cost reduction, increased productivity and exploring new markets), guaranteed competitive positions against the competition as a result of investment in innovation. Most importantly there is the product matter and process innovations that may improve the environmental performance of companies (Porter and VAN DER LINDE, 1995; van Bommel, 2011), since there is a high visibility (both positive and negative) in the national and international level regarding the environmental issues. This study aimed to identify the influence of the power of innovation in implementing the strategy for the sustainability of companies associated with the mining sector IBRAM. In order to analyze the power of innovation, we used the models of Van Bommell (2011) and Barbieri (2011), aiming to identify how organizations' ability to respond to pressure is influenced by the power of innovation (characteristic of innovation activity and of environmental activity). To check how the interrelationship between the pressures and incentives can influence companies in implementing the strategy for sustainability, adopting a defensive or offensive strategic posture were adopted studies Bommell Van (2011) and Orsatto (2002). The research is characterized by being a research and exploratory qualitative semi-structured interviews conducted with companies in the Brazilian mineral sector and; quantitative and descriptive, through a survey research. Data were analyzed by univariate and bivariate, correlation test of Ró Spearman, homogeneity analysis and logistic regression. Thus, by the results we observed that the pressures in enterprise environments, generally have required the companies to establish a strategic approach to sustainability. The characteristics of innovation activity and activity are environmental factors that influence the choice of strategy for sustainability. Given to that, it is observed that the business context has influenced companies to structure and adapt in relation to the process of strategy formulation in order to obtain a competitive advantage in finding the needs of the environment. The choice of the most appropriate strategy provides improved management practices for sustainable corporate innovation, reducing the impacts caused by industrial activity. Thus, it can be observed that innovation and sustainability are the key to competitive business environment. Integrating these concepts is fundamental to the creation of new products and processes aimed at minimizing impacts and ensuring environmental preservation for future generations. Based on the analyzes, we can conclude that companies are seeking to incorporate the concepts of innovation and sustainability into their corporate strategy.