Innovation management in information technology service companies in Brazil: planned innovation, rapid application and deliberate <i>a posteriori</i> innovation models

KITSUTA, CARLA M; QUADROS, RUY

doi:10.1590/1679-395174440x

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Article • Cad. EBAPE.BR 17 (4) • Oct-Dec 2019 • https://doi.org/10.1590/1679-395174440x copy

Innovation management in information technology service companies in Brazil: planned innovation, rapid application and deliberate a posteriori innovation models

Authorship SCIMAGO INSTITUTIONS RANKINGS

Abstract

Although service innovations present characteristics that make them different from innovation in goods, literature presents traditional innovation management models, such as those following a structured new service development (NSD) process, as valid and applicable to service companies. This article examines this issue in ten Brazilian IT service companies dedicated to software development, system integration, and mobile services development. The results show that reference innovation management models are applicable to service companies, but four other possibilities are also available, and a posteriori innovations can also result from deliberate efforts driven by the firm’s innovation strategy. Innovation management models are unable to capture all diversity that exists in different sectors of activity. Firms that acknowledge service innovation in its multiple dimensions and understand that the traditional innovation process is not the only successful way to develop innovations have a greater set of choices when defining and pursuing their innovation strategies.

Keywords:
Service innovation; Innovation management models; Software industry

Company³ 3 Due to issues of confidentiality, the names of the companies have not been published. They have been replaced by codenames based on their main activity (DEV: Custom development, INT: Systems integration, MOB: development of mobile services).	Main Activity	Size	Market		Interviews
A_DEV	Custom Development	XL	B2B Global	Large companies, Segments: insurance, finance, retail and services.	Director of Corporate Innovation (1 interview), 90’ duration, by teleconferencing.
B_INT	Integration	XL	B2B Global	Large companies. Segments: finance, insurance, industry, oil and gas, means of payment, public sector, telecommunications and retail.	Director of Innovation (2 interviews), Coordinator of Innovation (2 interviews), 3 Innovation Consultants (2 interviews), 180’, in person.
C_MOB	Mobile services	XL	B2B and B2C Global	Large companies and final consumers. Segments: telecommunications, logistics, means of payment, messaging, digital content.	CEO (1 interview, 60’), Head of HR (1 interview, 60’), in person.
D_DEV	Custom Development	L	B2B National	Large and Medium companies. Segments: Information Law, industry, education, energy, health, equipment testing, digital content.	Superintendent (1 interview 60’), Innovation Manager (3 interviews, 180’), in person.
E_INT	Integration	L	B2B National	Large companies. Segments: finance, insurance, public sector, education.	Director of Marketing and Alliances (1 interview, 120’), in person.
F_DEV	Custom Development	M	B2B National	Large and Medium companies. Segments: finance, energy, public sector, industry, services and retail.	CEO (1 interview, 90’), in person.
G_DEV	Custom Development	M	B2B National	Large and Medium companies. Segments: Information Law, telecommunications, industry, mobile apps, and digital content.	Executive Manager (1 interview, 90’), in person.
H_DEV	Custom Development	M	B2B National, seeking Internatio-nalization	Large and Medium companies. Segments: finance, insurance, health, retail, mobile apps.	Executive Director (1 interview, 120’), in person.
I_INT	Integration	M	B2B National	Large companies. Segments: telecommunications.	Director of Innovation (2 interviews, 170’), in person.
J_INT	Integration	M	B2B National, seeking internatio-nalization	Large companies. Companies with large operations. Segments: telecommunications, retail, finance, energy.	Director of New Business, Manager of R&D (1 interview, 150’), in person.

Fundação Getulio Vargas, Escola Brasileira de Administração Pública e de Empresas Rua Jornalista Orlando Dantas, 30 - sala 107, 22231-010 Rio de Janeiro/RJ Brasil, Tel.: (21) 3083-2731 - Rio de Janeiro - RJ - Brazil
E-mail: cadernosebape@fgv.br

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[1] Carla de Mattos Kitsuta - PhD Student in Scientific and Technological Policy at the State University of Campinas (UNICAMP), Campinas - SP, Brazil. E-mail: carlakitsuta@ige.unicamp.br