Innovation Marketing, Corporate Entrepreneurship and Real Options Analysis: Capture Your Moments Photo Studio Case Study! in Villa de Leyva, Boyacá

Abstract

This article analyzes management for innovation, corporate entrepreneurship, entrepreneurial orientation and the analysis of real options in the photographic studio ¡Captura tus Momentos!, located in the municipality of Villa de Leyva, Boyacá. With a qualitative approach and a case study design, observation and documentary analysis techniques were applied with a non-probabilistic sample of collaborators from the administrative area. The results show that the company implements technological, commercial and organizational innovations, although it lacks a strategy for radical innovation, which limits its capacity for transformation in the market. Likewise, a dispersed corporate entrepreneurial spirit was identified, where creativity is promoted, but without the allocation of resources or the institutionalization of strategic processes. The analysis of real options is presented as a valuable tool to guide decisions on expansion, investment in technology, talent management and diversification of services; however, its application faces limitations due to technical complexity and associated costs. It is concluded that integrating innovation, corporate entrepreneurship and entrepreneurial orientation with strategic tools such as real options is essential to guarantee the sustainability of creative microenterprises in highly competitive environments.