Aprendizagem organizacional na difusão da inovação : estudo de caso com funcionários de uma agência bancária com atendimento digital

Abstract

The diffusion of innovation determines the process by which an innovation is communicated, informed by certain channels, in a space of time, between members of a social system. Service innovation, on the other hand, encompasses the importance of service differentiation for the organizations strategy, that can leave the organization in an advantageous position in the search for differentiation in products or services. From organizational learning onwards, companies can become open to changes, since this allows the development of employees individually and in groups, both formally and informally, making it a relevant factor in the organizations competitiveness. This research sought to analyze how formal and informal learning at the individual and group levels occur in the diffusion of innovation in services through the employees interaction of a financial institution with digital attendance. Thus, this study is characterized as having a qualitative character, with an exploratory and descriptive objective, having adopted as a case study research strategy. The case study involves employees of a financial institution, located in the city of Caxias do Sul, in the “Serra Gaúcha”, which has differentiation in attendance, face-to-face and digital one. Triangulation was used between three data collection procedures: semi-structured interviews, participant observation and documentary analysis. Nine interviews were carried out, until theoretical saturation was obtained, data analysis was performed with a priori and posteriori categorization. From the analysis of the field findings, it was possible to propose a conceptual scheme, which considers formal and informal learning as complementary, and presents its interaction between the processes, the groups that are established and through this, how occurs the diffusion of innovation and organizational learning, through practices, norms, individual and group learning. Thus, the learning forms of the organization are being built based on the relationship between the processes of learning and diffusion of innovation.