The Mapping of Innovation Process: Study in Publicity Agencies

Increasing global competition in recent years, coupled with the decrease in the life cycle of products has pushed companies to develop differentiation strategies and innovate more and more in their products and services, transforming ideas into results. This study characterized as multicases, has bibliographic and qualitative, where, from the link between theory and practice, we sought to analyze the management of the innovation process for the development of new products in advertising agencies and advertising in Central Region the RS. Thus, by mapping the innovation process, we found that the innovation management process occurs in all the surveyed agencies, through the use of indicators and own tools that, also by improving organizational management. As a suggestion for the agencies, indicates a system checklist and new indicators for better performance and evaluation of the innovation process.