Propriedade intelectual e práticas de gestão da inovação: uma análise da existência, das características e da influência das marcas registradas por empresas participantes do Programa ALI em Alagoas

Abstract

Operating in an increasingly dynamic and competitive environment, micro and small companies (SMEs) have sought innovation as a way to meet new customer demands and remain active in the market. The present research had as general objective to evaluate the existence, characteristics and influence of trademarks registered by companies participating in the ALI Program in Alagoas. To achieve this objective, it used the Design Science approach, combined with a methodological structure based on a quantitative analysis, to evaluate the presence and influence of IP, mainly from the perspective of trademarks, in companies monitored by the ALI Program in the state of Alagoas. . The results obtained from the evaluation of 193 companies present reflections on how the brand registration process and the management of this intellectual asset are inserted in the innovation management strategies of only 31% of these businesses. Based on the evaluation carried out with the present study, it is concluded that intangible and intellectual assets are present in the context of innovative small businesses, accompanied by the ALI Program, and that trademarks, when inserted in innovation strategies together with other factors organizational and marketing, can promote positive results for organizations that use them, compared to those that still do not, reflecting both improvements in revenue with innovations and expansion of market performance, as well as increases in internal processes and business culture.