Absorptive Capacity: A Study in the Creative Industry

The dynamic context of technological developments and their implications, both social and market, present themselves as a constant challenge for companies. This reality is also experienced by the creative industry characterized, among other aspects, by constant innovation, creativity, and high dependence on the knowledge of the individuals inserted in it. The absorptive capacity of an organization, which consists of the acquisition, assimilation, transformation, and exploitation of external knowledge, creates opportunities for the company to innovate and remain sustainable in a competitive environment. Based on these premises, this article aims to analyze the use of absorptive capacity in the process of diversifying activities of a small company inserted in the creative industry. The results show that each of the dimensions of the absorptive capacity was important for there to be a diversification of the activities developed by the company, impacting both the internal organization and the relations that the company maintains with the market, which was possible through the formation of relationships interorganizational learning.