A INOVAÇÃO DE PRODUTOS, PROCESSOS E MARKETING, COMO UM FATOR DE COMPETITIVIDADE: UMA ANÁLISE EM TRÊS FARMÁCIAS DE CAMPOS BELOS/GO

Abstract

Innovation is an essential element for generating competitiveness in organizations, and it can be applied in different contexts and sectors, establishing itself as a fundamental factor for adaptation, growth, and differentiation in the market. This article aims to analyze the innovative practices adopted by pharmacies in Campos Belos/GO in terms of products, processes, and marketing as a factor of competitiveness. The analysis was conducted through direct observation and based on the perceptions of owners and managers, using criteria related to the application of innovative practices in products, processes, and marketing actions. The research methods employed were bibliographic, along with a direct observation study. The methods applied for data analysis and interpretation were qualitative and quantitative, and the instrument used was a semi-structured script. The main findings of the investigation were the identification of innovative practices in operational processes, products, and marketing actions of the pharmacies. Therefore, it is evident that innovation is fundamental for generating competitiveness in the pharmacies studied.