Fernando Antonio Ribeiro Serra, Gabriela Gonçalves Silveira Fiates, Graziela Dias Alperstedt
Innovation is remarked by several authors as a strategy and need for companies survival on a changing environment. The adoption of an innovation culture is not an easy task. Innovation comes from the change and requires an adequate organizational environment. The organization environment must allow and incentive creativity and trial errors acceptance. This article discusses and characterizes the innovation in a small company environment: Tropical Brasil. Company analysis is based in working papers and previous researches. It suggests that an innovation culture is related to the entrepreneur, its goals and beliefs. To the way he manage the business ¿infecting¿ all people with his will and anxiety for doing better.
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