Análisis de la Innovación incremental en Marketing: una comparación entre la IPS Grupo Prevenso Ltda. en Tunja (Colombia) y la IPS Protector Life en Rio de Janeiro (Brasil)

Abstract

This research proposal aims to explore and compare the implementation of incremental innovation in marketing strategies in two different geographical and cultural contexts: Tunja, Colombia, and Rio de Janeiro, Brazil. Incremental innovation in marketing has become a highly relevant topic in the business world, as companies look for innovative ways to impact their customers in a highly competitive environment.

The study will focus on analyzing the marketing strategies that have challenged traditional practices in both regions, identifying the similarities and differences in the adoption of these innovations. Qualitative and quantitative research methods will be used, including interviews with marketing experts, surveys of local companies and case analysis.

The comparative analysis will allow for a deeper understanding of how companies in Tunja and Rio de Janeiro have embraced incremental innovation in their marketing strategies, overcoming traditional barriers. The results of this research will be useful to both companies in both regions and the academic community, providing valuable insights into how organizations can leverage incremental innovation to stay relevant in a constantly evolving business environment.

This study will contribute to current knowledge on the application of incremental innovation in marketing and serve as a foundation for future research in this field, as well as offering practical guidelines for companies seeking to boost their marketing strategies in an ever-changing world