INNOVATION, FAMILY BUSINESS AND COVID-19: AN EMPIRICAL STUDY

Abstract

This study was done with two organizations from the State of São Paulo, which are, Papely and Nomadis, médium and small-sized family businesses, located in Sorocaba and São Paulo. These businesses act in packaging and in Motor Homes segments. To develop this research, there was the need to elaborate this question: how are innovations developed in Family businesses, considering COVID-19? Having as main goal: to study how innovations are developed in Family businesses considering COVID-19. This was an exploit research. The qualitative approach according to Godoy (1995) was applied. A semi-structured interview guide based on theoretical reference was used to get the data. The interviews were done through video conferences due to the COVID-19 pandemic and afterwards, transcribed. While analyzing    the data the approach Flores (1994) was followed. The results revealed that both companies have barriers, mainly in the pandemic scenario. However, both companies are encouraged and have the courage to innovate, and have already implemented new actions, generating opportunities in the market, such as the implementation of new machinery, investments in digital marketing, improvement of the company´s official website, new content in their social networks, and online media of both companies. These innovations have caused efficiency in production, expansion of brand awareness, making them reach new customers and adapting products and services according to the demand of the pandemic scenario and from customer feedback.