O intraempreendedorismo como ferramenta de inovação em grandes empresas: o caso do coragenatura

Abstract

This paper addresses the theme of innovation, focusing on the perspective of large companies. The theoretical framework includes the compilation of authors and researches on innovation, the characteristics of innovative people, the main challenges of innovation in large companies and the possibilities to deal with situations and enhance results, and on intrapreneurship, which is one of the many ways to foster innovation in large companies and how important it is in the current context. The following is the methodology used to elaborate the case study with Natura, currently the largest Brazilian multinational of cosmetics, which celebrated its 50th anniversary in 2019. The object of the case study is the CorageNatura Program that was designed and implemented by the organization in 2018 in order to find people with the entrepreneurial profile to transform the company from the inside out. Finally, the author’s considerations and the references used in the construction of the material are presented.