INOVAÇÃO COMO IMPULSORA DE COMPETITIVIDADE NA INDÚSTRIA DE REVESTIMENTO CERÂMICOS: UMA BUSCA SISTEMÁTICA
Abstract
The study aims to investigate whether innovation drives competitiveness in the ceramic tile industry. However, it is a qualitative, exploratory, descriptive study with the bibliographic research strategy through the analysis of data resulting from the search carried out in the Scopus database with the key words "competitiveness"; "Innovation" and "Ceramic Tiles", which analyzed 7 works, making it possible to ascertain the actions carried out by the ceramic industry for the greater participation of the segment in the market, such as: (a) the tile industry was composed of several market segments, Which maintains differentiated and attractive products, as key success factors; (B) changes occurred in the market, due to the evolution of technology, boosting product differentiation; (C) high performance companies began to emerge.
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