DIGITAL INNOVATION AS A PATH TO ORGANIZATIONAL PERPETUITY: STRATEGIC MANAGEMENT IN THE AGE OF ARTIFICIAL INTELLIGENCE

• DOI: https://doi.org/10.22533/at.ed.216562524066

• Palavras-chave: Digital innovation. Innovation management. Digital transformation.

• Keywords: Digital innovation. Innovation management. Digital transformation.

• Abstract:

  This research aims to analyze the importance of digital innovation as an essential strategy for the survival and competitiveness of organizations in the era of Industry 4.0. Digital transformation and the emergence of disruptive technologies have led to profound changes in business models, working relationships and management practices. In this scenario, innovation is no longer just a differentiator but a requirement for business continuity. Based on a literature review, the study looks at the main innovation models, with emphasis on open innovation and the Tidd, Bessant and Pavitt model, as well as highlighting the challenges faced by Brazilian companies, such as resistance to change and lack of investment. Innovation management (IM) emerges as a strategic tool for aligning innovative actions with organizational objectives, promoting collaborative, creative and sustainable environments. The role of leadership is emphasized as decisive in building an organizational culture that fosters continuous innovation. It also discusses how the digital transformation directly impacts internal processes and market dynamics, requiring organizations to be able to adapt, make strategic use of data and integrate with external networks. The final considerations point out that the integration of innovation management and digital transformation is indispensable for the future of organizations. Companies that understand this new paradigm and adopt strategies based on technology, collaboration and creativity will be better prepared to face the challenges of the digital economy and achieve sustainable competitive advantage.