Innovation Strategy for Business to Business Market Penetration

  •  Leonel Cezar Rodrigues    
  •  Emerson Antonio Maccari    
  •  Fernando Cesar Lenzi    


Strategies must align innovation capabilities to foster business model, since it mediates between the technology and the economic platforms domain. Here we consider the elements influential to technology innovation process in the context of a business to business technology-driven enterprise, considered within the perspective of technology maturity and organizational life cycle. The study subject was the Operacional Têxtil Ltda, a Brazilian textile systems automation enterprise, serving Latin-American textile industrial market. Main conclusions indicate the enterprise could be (a) an innovative business process generator and make this the leading strategy to compete; (b) an innovative product launcher and make this the leading strategy to compete; and/or (c) a technology-driven innovator using this strategy to improve market penetration.

This work is licensed under a Creative Commons Attribution 4.0 License.
  • Issn(Print): 1913-9004
  • Issn(Onlne): 1913-9012
  • Started: 2008
  • Frequency: monthly

Journal Metrics

Google-based Impact Factor (2019): 14.58

h-index (February 2019): 54

i10-index (February 2019): 453

h5-index (February 2019): 26

h5-median(February 2019): 35

( The data was calculated based on Google Scholar Citations. Click Here to Learn More. )