Objective: This study investigates how microenterprises utilize digital technologies to create frugal innovations that enable digital transformation in the context of emerging markets. The objective includes characterizing these innovations, identifying knowledge processes related to entrepreneurial bricolage, and examining how different bricolage patterns influence digital technology solutions.
Methodology: The research is qualitative and exploratory, based on a case study of ten microenterprises located in an emerging region of Brazil. Semi-structured interviews and secondary data analysis were conducted. The analysis was supported by thematic categorization techniques using Atlas.ti software for data systematization, coding, and interpretation.
Results: The microenterprises demonstrated dynamic capabilities of sensing, seizing, and transforming, as well as absorptive capacity, highlighting the use of bricolage to adapt simple technologies such as social networks (WhatsApp, Instagram), messaging applications, and marketplaces. These technologies were transformed into low-cost solutions for sales, marketing, logistics, and customer relations. The bricolage processes involved imitation and personalization, combining creativity and efficiency to overcome financial and structural constraints. The findings underscore frugal innovation as a central strategy for digital transformation, fostering organizational competitiveness and resilience.
Originality and Value: This research contributes theoretically by integrating concepts of dynamic capabilities, bricolage, and frugal innovation, demonstrating their applicability in resource-constrained contexts. Practically, it offers insights for microenterprises and policymakers on overcoming financial and technological barriers through accessible and sustainable solutions.
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Revista Alcance is a Brazilian free access journal, published every four months, linked to the Graduate Program in Administration and the Professional Master’s degree in Administration, Internationalization and Logistics Program of the University of Vale do Itajaí – Univali. We seek to publish theoretical-empirical and technological articles in the areas of Business Administration. Different theoretical and methodological perspectives are welcome, as long as they are consistent with and relevant to the development of the area.
