A ORIENTAÇÃO PARA A INOVAÇÃO SOB A PERSPECTIVA TEÓRICA DA AÇÃO COMUNICATIVA
Abstract
The aim of this study is to analyze the orientation for innovation, expressed in leadership processes, in the construction of favorable culture, and in strategic alignment, factors commonly identified in the literature on innovation. The theory of communicative action was used as a perspective of analysis. The combination of themes has classified the study as exploratory, asking for the integrative literature review as data collection procedure. There has been a tendency to focus on the process of planning, organization, command, coordination and control, which characterize the foundations of classical administration theory, with its mechanicist principles. Assuming that the formal and informal communication structure the foundations of a context conducive to the innovative thinking and action of internal employees, there is a need for new approaches to innovation processes, with the contributions of communication theories and the vision of organizations as cultures, for the harmonization of mutual interests.
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