THE LIMITS OF THE GROWTH BY INNOVATION: THE CASE OF GAMA COSMETICS

The aim of this article is to analyze under the resource based view lens, the utilization of strategic innovations as a mean to obtain growth. We did a qualitative research and applied the case study methodology at a median company of the cosmetics bazillian sector. The data were collected in two different moments: in 2002 and in 2007. Based on data collection and analysis we identified two moments of the company in it's pursue of growth. In the year 2000 we used semi-structured interviews with the directors of the company and in 2007 only the president was interviewed. After the analysis of the data collected we concluded that the changes could be classified as innovations. In the year 2000, the financial resources generated from the selling of assets made possible for the company to implement strategies of market penetration by reinvention of essential processes (HAMEL, 2000). On the other hand, during 2002 and 2003 the company was not capable of implement the proposed innovations related to the new definition of the desired product and market scope (MARKIDES, 1997).