This includes products, processes and methods that the companies are the pioneers to develop and those who had been adopted of other companies or organizaes.' ' Porter (2004, P. 184), considers only three types of innovation, the innovation in the product, innovation in the marketing and, innovation in the process. According to it, ' ' the innovation of the product can extend the market and, consequently, promote the growth of the industry and/or can accent the differentiation of produto' '. It also can to bring indirect consequences, therefore, ' ' the process of fast introduction of the product and the necessities associates of high costs of marketing can by itself create barriers of mobilidade' '. In innovation in the Porter marketing, it says that: ' ' Ruptures in the use of ways of advertising, new subjects or canals of marketing etc. can allow that new customers are reached or can reduce sensitivity to the price (increasing the differentiation of the product). The discovery of new canals of distribution can extend the demand or increase the differentiation of the product; the innovations in the marketing become that it more efficient can reduce the cost of produto.' ' Its vision for the innovation in the process is that ' ' the innovations can become the more or less intense process in capital, increase or diminish the scale economies, to modify the ratio of the fixed costs, to increase or to diminish the vertical integration, to affect the process of accumulation of experiences etc.
– all affecting the structure of the industry. The innovations that they increase the scale economies or they extend the curve of the experience stops beyond the limits of the national markets can lead to the globalization of indstria.' ' Gibson and Skarzynski (2008, P. 44), deal with the organizacional innovation of form to assist it entrepreneurs to develop an innovative capacity and to stimulate internal and external collaborated its in the process of generation of ideas.
