144
R E V I S T A D A E S PM –
M A I O
/
J U N H O
D E
2 0 0 6
Abs
tracts
ENGLISH
AndSchopenhauer
was right....
FRANCISCOGRACIOSO
page 16
In this article, the author
emphasizes that the introduction
of innovation is just the
beginning of a process – which is
only completed after the changes
stemming from it are well-
managed and produce results.
The spark which initiates all is
the creative idea. But this idea,
to be legitimate, must be
inspired by market realities and
by the needs of customers.
Therefore, processes of
innovation and change must be
firmly based on well-defined
strategic objectives.
A seriouschat about
creativity
CONRADOSCHLOCHAUER
page 26
The objective of this article is to
provide a theoretical reference
for the study of creativity in the
academic environment. It also
proposes to make clear some
basic concepts which may help
managers in their search for
better use of the creative
potential of their own and their
teams’ potentials. Basic research
from the 20th century, on the
subject, is reviewed, and
definitions that are broadly-
accepted in academic circles are
presented. The stimulus to the
creative potential of emplyees as
a condition for enhancing the
company’s capacity of
innovation is offered as the main
conclusion.
Innovation,growthand
sustentability
Sandro Marques/Marcelo Torres
page 36
iPod is not only a commercial
success, but it is a success of
innovation. A critical analysis of
the innovation patterns implied
by the product shows that they
are amply justified by the fact
that an innovative company
grows faster and is more
profitable than its competition.
Concepts of growth and
profitability, however,
have
changed during recent years, due
to the fact that
socioenvironmental conditions of
the planet and its population have
significantly deteriorated. On the
basis of the analysis of
technological cycles of
innovation, typified by the recent
success of iPod, the authors point
out the need for a revision of
innovation models in order to
include the concept of
sustainable development.
Innovation reaches the
age of reason
JOSÉPREDEBON
page 54
This text focus innovation under
a historical point of view, and
comments on its growing
importance, and its role in the
evolution of marketing and the
development of society. It
presents information about its
relations with change and with
creativity, and the way by which
concepts about innovation have
gained attention and influenced
contemporary managerial
practices.
After analysing the role of
specialists, the article goes on to
suggest that the need/use of
innovation have been
overvalued, with negative
consequences. Then, it is also
suggested that a process of
revision of values and processes
has been initiated. To the author,
this process is now under full
course, and allows the
forecasting of a new stage,
which he calls the age of reason
of innovation.
