As estratégias de inovação das startups de educação em Fortaleza

Abstract

Innovation strategies help organizations by increasing their performance. Therefore, the general objective of this study was: to identify which innovation strategies were adopted by Education Startups in Fortaleza. The methodology applied is defined as qualitative,

descriptive/exploratory, and field research. The data collection procedure used was a semi- structured interview applied to six managers of education startups in Fortaleza, designated by

the non-probabilistic convenience sampling type. The treatment of data obtained from the interviewees' narratives was content analysis. The results achieved indicate that product and service, process and incremental innovations stood out in the research. In relation to business models, there was a greater tendency towards direct sales, licensing, recurring subscription clubs, and finally SAAS. Regarding market segments, the research found that the majority are digital educational resources. And finally, the strategies used by the startups studied are focused on partnerships with customers, partnerships with organizations and user-centered innovations. This highlights the importance of startups having a good network of contacts, maintaining good networking and increasing their chances of new lasting and beneficial partnerships. Therefore, the conclusion of this research contributes to the startup scenario in general, contributing to the implementation of new strategies by managers and also to better decision-making by them. It also contributes to increasing the innovation ecosystem in Fortaleza, bringing new reflections on innovation strategies that are trending in the market, providing valuable discoveries and insights for other startups and other more traditional organizations.