Estratégias de inovação visando a competitividade empresarial- um estudo multicasos de gestão dos hotéis portas da Amazónia e faraó no município de Belém-Pará
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2013
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Esta dissertação teve como objetivo principal analisar como a Estratégia da Inovação poderia ser empregada em benefício da competitividade das organizações hoteleiras, tendo em vista as experiências de inovação dos Hotéis Portas da Amazônia e Faraó. Os Hotéis Portas da Amazônia e Faraó destacam-se pela realização de experiências inovadoras, o primeiro apresenta uma proposta de Hotel Histórico, nasceu a partir da restauração de um casarão do início do século XIX e atende o segmento do Turismo Internacional e o segundo uma proposta de Hotel Temático, sendo entitulado o primeiro hotel temático do norte. O acirramento da concorrência no mercado hoteleiro de Belém-Pará, devido aos novos entrantes (grandes redes hoteleiras) e substitutos como flats, está provocando a redução das margens de lucro ademais está obrigando os gestores das empresas de micro e pequeno porte a repensarem suas estratégias de competição. Sendo que a inovação é uma estratégia que pode contribuir para criação e sustentação da vantagem competitiva. A metodologia adotada nesta investigação foi inicialmente o levantamento bibliográfico. Além disso, foram aplicadas entrevistas semi-estruturadas para os gestores dos hotéis. A entrevista baseou-se no Radar da Inovação para a classificação das Estratégias de Inovação. A investigação revelou que o empresário do Hotel Portas da Amazônia realizou uma inovação em modelo de negócios e inovação em descoberta de um novo mercado. Porém, no Hotel Faraó, identificou-se apenas um caso de inovação incremental em suas instalações como na decoração do prédio, pois para a proposta de um hotel temático, a gestão precisaria explorar a experiência do cliente. Nos dois casos, constatou-se que várias dimensões da inovação são negligenciadas como ofertas, experiências do consumidor e a inovação na organização.
The objective of this dissertation is to analyze how a Strategy of Innovation could be used for the benefit of competitiveness of hotel organizations concerning the experiences of innovation achieved by Hotéis Portas da Amazônia e Faraó. Hotéis Portas da Amazônia and Hotel Faraó stand out for carrying out innovative experiences, the former presents a proposal of Historic Hotel created with the restoration of an old house built in the early 19th century focusing on International Tourism, while the latter a proposal for a Thematic Hotel to be the first such hotel in the Brazilian Northern Region. The intense competition among hotels in Belém, Pará, caused after the arrival of new hotel chains and other options, such as short stay apartments provoked a reduction in profit margins forcing very small and small business managers to rethink their competition strategies. Considering that innovation is a strategy which can contribute to the creation and sustainability of competitive advantage. The methodology adopted in this investigation was initially a gathering of the bibliography. Semi-structured interviews were conducted with hotel managers based on Innovation Radar for the classification of Strategy of Innovation. The investigation showed that Hotel Portal da Amazonia, through its management has gone an innovation in business model, as well as an innovation in discovery of a new market. However, at the Hotel Faraó, we identified only one case of incremental innovation within its facilities which was the new building decoration; however, for a thematic hotel the managers would have to explore the client’s experience. On both cases, we verified that several dimensions of innovations are neglected, among them special offers, consumer experience and organization innovation.
The objective of this dissertation is to analyze how a Strategy of Innovation could be used for the benefit of competitiveness of hotel organizations concerning the experiences of innovation achieved by Hotéis Portas da Amazônia e Faraó. Hotéis Portas da Amazônia and Hotel Faraó stand out for carrying out innovative experiences, the former presents a proposal of Historic Hotel created with the restoration of an old house built in the early 19th century focusing on International Tourism, while the latter a proposal for a Thematic Hotel to be the first such hotel in the Brazilian Northern Region. The intense competition among hotels in Belém, Pará, caused after the arrival of new hotel chains and other options, such as short stay apartments provoked a reduction in profit margins forcing very small and small business managers to rethink their competition strategies. Considering that innovation is a strategy which can contribute to the creation and sustainability of competitive advantage. The methodology adopted in this investigation was initially a gathering of the bibliography. Semi-structured interviews were conducted with hotel managers based on Innovation Radar for the classification of Strategy of Innovation. The investigation showed that Hotel Portal da Amazonia, through its management has gone an innovation in business model, as well as an innovation in discovery of a new market. However, at the Hotel Faraó, we identified only one case of incremental innovation within its facilities which was the new building decoration; however, for a thematic hotel the managers would have to explore the client’s experience. On both cases, we verified that several dimensions of innovations are neglected, among them special offers, consumer experience and organization innovation.
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Orientação: Carlos Eduardo Capelo Ramos do Rosário ; co-orientação:
Rinaldo Ribeiro Moraes
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GESTÃO, GESTÃO HOTELEIRA, INOVAÇÃO ORGANIZACIONAL, BRASIL, MANAGEMENT, HOTEL MANAGEMENT, ORGANIZATIONAL INNOVATION, BRAZIL, COMPETITIVIDADE, COMPETITIVENESS, GESTÃO DE EMPRESAS, BUSINESS MANAGEMENT