Home > Gestão da Inovação > Como dominar o digital em ambientes corporativos tradicionais?

Como dominar o digital em ambientes corporativos tradicionais?

Não é à toa que a disrupção é uma ameaça aparentemente inevitável ao menos para as empresas tradicionais. Segundo um levantamento divulgado pela Dell Technologies, 78% das companhias entrevistadas para a pesquisa “Digital Business Research Index” enxergam as startups digitais como um perigo para sua organização, seja agora ou num futuro não muito distante. De acordo com o estudo, este fenômeno impulsiona as organizações inovadoras e acelera o declínio de outras.

Tal número só reforça a tese de que a reinvenção do mundo corporativo físico está nas startups e nas empresas digitais, pelo fato de serem ágeis, flexíveis e rápidas nas tomadas de decisão e de posição no mercado, propondo novos produtos e serviços de um mês para o outro. Mas como dominar o digital em ambientes corporativos mais tradicionais?

A melhor referência para a resposta acima são elas mesmas, as startups digitais, que vivem, respiram e tem o digital como atividade final e não como meio para viabilizar seu modelo atual de negócio. Estas empresas evoluem a ritmo muito superior às companhias da economia tradicional porque a inovação é um ativo de valor e não apenas uma busca gratuita por diferenciação mercadológica. É inovação de ruptura, de dinheiro novo e com baixa concorrência, conhecida como Digital First.

O sucesso na virada das companhias analógicas está em adotar estratégias de sucesso das startups digitais, que estão intimamente ligadas à resiliência e à transgressão. Resiliência porque elas precisam ter alta tolerância ao erro. Afinal, inovar é sempre andar de mãos dadas com os riscos. Já a transgressão parte-se do pressuposto da necessidade de ter um ambiente de experimentação com laboratórios, por exemplo – os chamados labs, como se auto intitulam na Intel, Google, 3M e Roche.

Com essas duas dicas em mente, a empresa tradicional poderá dar o pontapé inicial para o mundo digital sem impactos negativos. O Magazine Luiza e as Lojas Americanas são casos de sucesso comprovados de virada digital. A ordem não é  esperar mais, mas sim agir.

 

*Daniel Domeneghetti é especialista em estratégia corporativa, top management consulting e gestão de ativos intangíveis, e CEO da E-Consulting, boutique de projetos 100% nacional e de líder em criação, desenvolvimento e implementação de serviços profissionais em TI, telecom e internet.

Daniel Domeneghetti
Daniel Domeneghetti, especialista em estratégia corporativa, gestão de ativos intangíveis e em relações de consumo na internet, é presidente fundador do Grupo ECC, holding de empresas que abrange as consultorias DOM Strategy Partners, E-Consulting, K4B, InVentures Participações, além do projeto social Instituto Titãs do Conhecimento.

Domeneghetti também é fundador e conselheiro da Associação Brasileira das Relações Empresa-Cliente (ABRAREC) e cofundador da Câmara-e.net (Câmara Brasileira de Comércio Eletrônico).

Como escritor, o executivo foi coautor dos livros “Ativos Intangíveis, o Real Valor das Empresas” (5ª. Ed), pela Editora Campus Elsevier, e “Feitas para o Cliente: as verdadeiras lições das empresas feitas para vencer e durar no Brasil”, que contou com a colaboração de 54 CEOs das 100 maiores empresas atuantes no País.

Atualmente, Daniel Domeneghetti é membro do conselho de administração de quatro empresas e membro do conselho de sustentabilidade de duas das dez maiores empresas do Brasil, além de atuar como palestrante e articulista internacional.

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