A inteligência coletiva como antecedente para inovação empreendedora de pequenos negócios em rede baseados na internet: estudo de caso de uma rede de artesãs

Abstract

Our effort in this research aims evaluate the contribution of Collective Intelligence to innovation in small enterprises based on Internet. To facilitate achieve the objective, the research adopted the following criteria: i) TYPIFY and JUSTIFY the subject of analysis, ii) OBSERVE the collective intelligence aspects from the interactions carried out among the members of the subject of analysis, iii) ASSOCIATE the perceived aspects to theories which can explain the relation between collective intelligence and perceived innovations and, iv) ANALIZE the effectiveness of the perceived collective intelligence aspects with innovation. The subject of study embraced a virtual community enterprise of craftswomen. The research strategy follows a qualitative nature, under a single case study with different units of analysis and, with exploratory purpose and interpretative orientation, so, guided by an analysis perspective of level meso. The research is based on primary data, retrieved from nethnographic and ethnographic method, with the approach of participatory observation and analyzed by researcher from field notes and content structural analysis, with the interposition of linguistic analysis. With the results, a model of Collective Intelligence as antecedent for innovation in small business based on Internet was proposed. The developed model argues that formation of virtual communities, establishment of confidence and, stimulation of collaboration, are the aspects of collective intelligence that promote innovation. Besides, the market orientation came out as the key innovation strategy to the case that adopted this business model. The results obtained can help those who wish to develop a small community/network-based Internet business.