POR QUE NÃO MARKETING? UM ESTUDO SOBRE AS INOVAÇÕES (NÃO) EXISTENTES DAS EMPRESAS DE PEQUENO PORTE DE TRANSPORTES DE PASSAGEIROS DO SUDOESTE DO PARANÁ
O estudo tem como objetivo identificar o grau de inovação do setor de transporte coletivo no Sudoeste do Paraná. Foi utiliza uma metodologia de coleta e tratamento de dados do Sebrae. Notou-se que em todas as dimensões as empresas obtiveram baixas pontuações, o que significa a quase inexistência de inovações. Como discutido teoricamente, a inovação é um fator primordial para competitividade das empresas, com base nessa afirmação, nas considerações finais, apresentou-se algumas sugestões de ações para desenvolvimento das inovações através de ações de marketing; como registros de marca, sites, redes sociais, divulgações em massa entre outros, com o intuito de proporcionar maior competitividade e ótimos resultados.
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