Banca de DEFESA: RITA DE CÁSSIA LEAL CAMPOS

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
DISCENTE : RITA DE CÁSSIA LEAL CAMPOS
DATA : 26/03/2019
HORA: 14:30
LOCAL: Sala 201, prédio 20, Campus II do CEFET-MG
TÍTULO:

Innovation Decision-Making Process: the case of the Belo Horizonte fashion industry

PALAVRAS-CHAVES:

Decision making, Innovation, Fashion industry, Selection of ideas

PÁGINAS: 165
GRANDE ÁREA: Ciências Sociais Aplicadas
ÁREA: Administração
RESUMO:

Besides being closely linked to consumption, fashion is responsible for moving the textile and clothing industry, thus representing an important economic activity. Fashion is characterized by the new, by change and ephemerality, which makes it inseparable from innovation. Therefore, one of the greatest challenges for the managers of this branch is the differentiation of products, making it necessary to make strategic decisions oriented to the market. In this context, this research aimed to investigate how the decision-making of the managers of the women's fashion industry of Belo Horizonte in the selection of innovation alternatives occurs. The research was based on theories related to innovation, innovation in the fashion industry, decision-making in organizations, decision-making in the selection of innovative ideas and institutional mimicry. The focus of the research is on the first sub-process of innovation – known as the Front End, or the front line – because it is there that the identification and selection of innovation opportunities occurs. This is a critical step, since it is decisive for the final result of the innovation. The study conducted has a qualitative and descriptive approach. We investigated the case of the fashion industry of Belo Horizonte, considering that the city stands out as a national reference in fashion production. For the collection of data, seven semi-structured interviews were conducted with company managers within the competitive context of the fashion industry. As a data collection instrument, a semi-structured script containing pertinent questions about the practical application of the concepts discussed was used. The data were analyzed through content analysis with the help of QDA Miner software. The interviews were transcribed in full and loaded into the program, beginning the process of reading and categorizing the excerpts. The material was divided into categories and subcategories of analysis, defined from the theoretical reference and the verbalizations contained in the interviews, respectively. Aiming to enrich the data analysis, the "cloud of words" technique was used, through which the most recurrent words were identified in each interviewee's speech. With the results and discussions of this research it was possible to obtain a greater understanding of decision making in the context of fashion, thus contributing to the state of the art of scientific literature and to the improvement of organizational processes in this sector. During the construction of the theoretical basis, some assumptions were raised that guided the investigation as they were confronted with the results obtained in the field research. In this way, it was concluded that innovation is considered fundamental in the fashion industry, since it is the main strategy of competitiveness used by the managers to obtain differentiation in the design of the products. The fashion in Belo Horizonte is linked to social, economic and cultural aspects and companies attribute a symbolic value to the brand to become unique in the market. Often incremental, the innovation process in the fashion industry occurs collectively and in a more informal way, following a procedural model of decision making. The selection of ideas for the development of new collections occurs through defined criteria and is usually carried out by the brand owner with the support of his team. To make decisions, managers use market research and trends, but also rely on their intuitions, skills, and experiences. In addition to the innovative strategy, it is also common to use the imitative strategy in the fashion industry as a way to reduce risks and uncertainties. This way, the manager chooses the one that best matches the brand proposal and the profile of its target audience.

MEMBROS DA BANCA:
Externo à Instituição - ALMIRALVA FERRAZ GOMES - UESB
Interno - LILIAN BAMBIRRA DE ASSIS
Interno - LIVIA MARIA DE PADUA RIBEIRO
Presidente - UAJARA PESSOA ARAUJO