Apropriação e gestão da informação como estratégias de inovação: análise a partir de perfis de empresas startups

Abstract

The globalization process linked to technological advancement and the popularization of new information and communication tools brought about changes in the socioeconomic context. Knowledge has assumed a fundamental role in innovative organizational processes. The appropriation and management of data and information has become essential in the definition of innovation strategies. This article aims to address the appropriation and management of information as innovation strategies based on profiles of startups. The field research, with a descriptive character and a qualitative and quantitative approach, was carried out with twenty-six startups, who participated in the Demoday, carried out from June 26 to 28, 2019, in the city of Maceió, in the State of Alagoas. These companies are characterized by their performance in different segments, by serving different target audiences and by different stages of development. Scientific findings reveal that startups seek, from the appropriation and management of information, to reach different market segments, establish a relationship with their target audience and maintain continuous development. It is considered that access to data and information gives entrepreneurs the opportunity to improve their business and develop products and services that meet the needs of their audience.