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Inovação de mentalidade

Author

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  • Tania Maria Vidigal Limeira

Abstract

Na área de marketing, o conceito de inovação é geralmente pensado como inovação tecnológica, quando novos produtos ou serviços são lançados com características de estilo e de desempenho diferenciadas para o consumidor. O artigo propõe nova perspectiva em que o conceito de inovação é pensado como mudança de mentalidade, ou seja, como uma mudança na forma de conceber a relação das empresas com seus clientes e com a sociedade que leve em consideração novos valores e sistemas de interpretação da realidade.

Suggested Citation

  • Tania Maria Vidigal Limeira, 2005. "Inovação de mentalidade," GV-EXECUTIVO, FGV EAESP, vol. 4(2), pages 33-37, October.
    • Handle: RePEc:ekm:gvexec:v:4:y:2005:i:2:id:34530
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