Capacidades de negócio, inovação e desempenho em um contexto B2B: uma aplicação da metodologia JOBS TO BE DONE

Abstract

The turbulent and highly changeable environment of recent times makes companies seek adaptability and flexibility, focusing on transformations that allow them to monitor market trends. In this context, innovation has become very important, related to marketing through the rise of Service Dominant Logic. In pursuit of innovation, we can highlight the Outcome Driven Innovation (ODI), a framework that uses the concept of jobs-to-be-done (JTBD) to identify which tasks the client needs to perform, revealing innovation opportunities in value propositions seeking to increase the clients capacities on solving their problems. This work aimed to identify whether the search for innovation by organizations, reinventing their means and purposes of delivering their product, would lead to the increase of their capabilities and impact their performance, even in turbulent contexts. As a main finding, this study brought to the conclusion that the increase in the performance of organizations is a consequence of its business model innovation only when it leads to an increase of the capacities of the organization