In the brazilian economy, services create up to three-quarters of the wealth and 71% of employment, and yet we know relatively little about managing innovation in this sector. The critical role of services, in the broadest sense, has long been recognized and includes businesses like restaurants, hotels, hair salons, banks and airlines but is still not well understood. Most research and management prescriptions have been based on the experience of manufacturing and high technology sectors. There is a clear need to distinguish which, if any, of what we know about managing innovation in manufacturing is applicable to services, what must be adapted, and what is distinct and different.
%GDP Brazil - Services Manufacturing Industry Agriculture (World Bank)Thriving demand for services has allowed the world's 10th economy to maintain its global competitive edge, although some economists regard our economic wealth purely over agriculture, industry and manufacturing — the engine of 70's growth — in spite of knowledge intensive based services (where TICs have a representative role), turism, restaurants, hotels, health care, transportation, entertainment, financial services and other ones that could realy get the best our people, our food, our lifestile and our incredible landscape.
There are a lot of motivations to study Brazil services innovations, entrepreneurships like Ingresso.com, Itau Bank, Gol Airlines, Globo.com, Boticario Cosmetics, Oi telecom, Spoletto's food, Habib's, Casa&Video are among success stories of a good balance over demand and offering in a heterogeneous but democratic country.
