Ecossistema de inovação: criação, consolidação e posicionamento de startups no mercado de negócio de Chapecó - estudo de caso da Startup Neokohm

Abstract

The objective of this study was to analyze how innovative practices contribute to the creation, consolidation, and market positioning of startups, using the startup Neokohm, located in Chapecó, Santa Catarina, Brazil, as a case study. The specific objectives were: to describe the business model adopted by Neokohm and its main characteristics as a startup; to investigate the innovation mechanisms and strategies used by the company; to analyze how innovation relates to the startup’s business model and contributes to its market positioning; and, finally, to identify how the innovative practices adopted by Neokohm influenced its process of construction, validation, and consolidation within the local business ecosystem. The methodology combined semi-structured interviews (collective and narrative) and a questionnaire applied to external stakeholders (Neokohm’s clients), allowing the collection of complementary perceptions regarding the company’s trajectory. The results indicate that Neokohm developed strongly guided by the principles of open innovation, valuing collaboration with external partners and knowledge sharing to generate new products and business models. The innovation ecosystem of Chapecó proved to be decisive by offering technical, financial, and advisory support during critical stages of development, helping to overcome initial barriers and enhance the company’s innovative capacity. It was also identified that a culture of continuous innovation, present in products, services, processes, and organizational structure, contributed to the startup’s recognition in the market, a perception reinforced by the consulted stakeholders. It is concluded that innovation plays a central role in the growth of startups and in strengthening regional economic development, as it stimulates job creation, boosts productive chains, and disseminates knowledge. Despite limitations related to the number of participants and the local scope of the study, the research reinforces the importance of open innovation and cooperation among ecosystem actors, suggesting that the integration of innovation, entrepreneurial environment, and technology represents a promising path for businesses in traditional markets. Nevertheless, there remains a need for future investigations capable of expanding the scope of this analysis, either through longitudinal studies that follow the evolution of startups over time or through comparisons with companies from other innovation ecosystems, in order to deepen the understanding of the factors that sustain the competitiveness and scalability of these ventures.