Estratégias de inovação e modelos de negócio da agroindústria brasileira: um estudo multicasos
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Data
2018-08-28
Autores
Donadon, Frederico Andreis Beneli
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Editor
Universidade Estadual Paulista (Unesp)
Resumo
Objetivo Esta pesquisa tem por objetivo analisar o ambiente de inovação em empresas do segmento de alimentos e bebidas, para entender como a estratégia e a capacidade/estrutura para inovar estão alinhadas ao modelo de negócio praticado e como são geridas no âmbito das organizações agroindustriais, com vistas a fomentar a competitividade no setor. Metodologia/Procedimentos de Pesquisa A pesquisa tem abordagem metodológica pautada nos estudos qualitativos, de natureza exploratória, por meio do método de estudo de casos múltiplos, em quatro agroindústrias previamente selecionadas a partir de estruturas, posicionamentos e portes distintos, visando identificar empresas agroindustriais que representem a heterogeneidade no segmento de alimentos e bebidas. A viabilização da pesquisa foi possível através dos dados da devolutiva de quinze visitas e vinte entrevistas efetuadas junto aos colaboradores das empresas envolvidas. Resultados e Discussões Os resultados apurados denotam um alinhamento entre os conceitos de inovação e modelos de negócios em relação à prática do cotidiano dos entrevistados. Evidenciam, ainda, que os mesmos abordam a inovação de forma estratégica e estruturada nas respectivas organizações. Contudo, o desenvolvimento de pesquisas é inerente com vistas a manter a competitividade em um mercado cada vez mais dinâmico e exigente. Implicações Gerenciais O mapeamento do ambiente de inovação das agroindústrias pesquisadas possibilitou o dimensionamento da dinâmica tecnológica nas organizações, bem como permitiu identificar áreas passíveis de melhorias, norteando os gestores a adotarem práticas e estratégias mais assertivas que contemplem o desenvolvimento da competitividade. Espera-se que os resultados deste estudo possam contribuir para ampliar a discussão do processo gerencial que articula e alinha as estratégias de inovação ao modelo de negócio de empresas agroindustriais, inicialmente no setor de alimentos e bebidas, com possibilidade de, eventualmente, extrapolar para outras cadeias do agronegócio. Conclusões e Limitações da Pesquisa A pesquisa desenvolvida permitiu mapear no cenário atual do setor agroindustrial brasileiro e, mais especificamente, na Indústria de Alimentos e Bebidas (IAB), a intensidade do fluxo de lançamentos de novos produtos, de alto valor agregado, em uma dinamização que propicia o surgimento de estratégias tecnológicas de diferenciação, através do aprimoramento de processos e produtos, bem como apurar os diversos aspectos de diversificação (heterogeneidade) e segmentação de mercado nos setores envolvidos. A pesquisa ofereceu limitações em relação à sensível dificuldade no uso do software IRAMUTEQ por demandar estudo e entendimento prévio do software até chegar ao êxito de aplicá-lo a contento, o que exigiu do pesquisador grande aprendizado e robusta demanda de tempo. A dificuldade de viabilização de acesso aos profissionais das áreas de cada empresa para realização das entrevistas foi outro entrave a ser contornado. Originalidade A originalidade do estudo está na utilização do Software de Análise Textual IRAMUTEQ como ferramenta de apoio à pesquisa para a análise léxica automatizada em Administração de Empresas, já que na atualidade tal software é mais comumente usado em pesquisas qualitativas produzidas no âmbito dos programas de pós-graduação nas Áreas de Ciências Humanas, Ciências Sociais e da Saúde.
Purpose This research aims to analyze the innovation environment in companies in the food and beverage segment, to understand how the strategy and the capacity / structure to innovate are aligned with the business model practiced and how they are managed within agroindustrial organizations, with a view to foster competitiveness in the sector. Methodology / Research Procedures The research has a methodological approach based on the qualitative studies, of an exploratory nature, through the multiple case study method, in four agroindustries previously selected from different structures, positions and ports, aiming to identify agroindustrial companies that represent the heterogeneity in the segment of foods and drinks. The feasibility of the research was possible through the data of the return of twenty interviews and fifteen visits made to the companies involved. Results and discussions The results show the alignment between the concepts of innovation and business models in relation to the daily practice of the interviewees. They also show that they approach innovation in a strategic and structured way in the respective organizations. However, the development of research is inherent in order to maintain competitiveness in an increasingly dynamic and demanding market. Management Implications The mapping of the innovation environment of the researched agroindustries allowed the dimensioning of the technological dynamics in the organizations, as well as allowed to identify areas for improvement, guiding managers to adopt more assertive practices and strategies that contemplate the development of competitiveness. It is hoped that the results of this study may contribute to increase the discussion of the managerial process that articulates and aligns the innovation strategies to the business model of agroindustrial companies, initially in the food and beverage sector, with the possibility of eventually extrapolating to other chains of agribusiness. Conclusions and Limitations of the Research The research developed allowed us to map the intensity of the flow of new products, with high added value, in a dynamic scenario that promotes the emergence of new products in the Brazilian agroindustrial sector, and more specifically in the Food and Beverage Industry (IAB), technological strategies of differentiation, through the improvement of processes and products, as well as to ascertain the diverse aspects of diversification (heterogeneity) and market segmentation in the sectors involved. The research offered limitations in relation to the sensitive difficulty in using the IRAMUTEQ software for demanding study and prior understanding of the software until the success of applying it to content, which required the researcher great learning and robust time demand. The difficulty of making access to the professionals of the areas of each company for conducting the interviews was another obstacle to be overcome. Originality The originality of the study is in the use of the IRAMUTEQ Textual Analysis Software as a tool to support research for the automated lexical analysis in Business Administration, since at the moment such software is most commonly used in qualitative research produced within the framework of post- graduation in the areas of Human, Social and Health Sciences.
Purpose This research aims to analyze the innovation environment in companies in the food and beverage segment, to understand how the strategy and the capacity / structure to innovate are aligned with the business model practiced and how they are managed within agroindustrial organizations, with a view to foster competitiveness in the sector. Methodology / Research Procedures The research has a methodological approach based on the qualitative studies, of an exploratory nature, through the multiple case study method, in four agroindustries previously selected from different structures, positions and ports, aiming to identify agroindustrial companies that represent the heterogeneity in the segment of foods and drinks. The feasibility of the research was possible through the data of the return of twenty interviews and fifteen visits made to the companies involved. Results and discussions The results show the alignment between the concepts of innovation and business models in relation to the daily practice of the interviewees. They also show that they approach innovation in a strategic and structured way in the respective organizations. However, the development of research is inherent in order to maintain competitiveness in an increasingly dynamic and demanding market. Management Implications The mapping of the innovation environment of the researched agroindustries allowed the dimensioning of the technological dynamics in the organizations, as well as allowed to identify areas for improvement, guiding managers to adopt more assertive practices and strategies that contemplate the development of competitiveness. It is hoped that the results of this study may contribute to increase the discussion of the managerial process that articulates and aligns the innovation strategies to the business model of agroindustrial companies, initially in the food and beverage sector, with the possibility of eventually extrapolating to other chains of agribusiness. Conclusions and Limitations of the Research The research developed allowed us to map the intensity of the flow of new products, with high added value, in a dynamic scenario that promotes the emergence of new products in the Brazilian agroindustrial sector, and more specifically in the Food and Beverage Industry (IAB), technological strategies of differentiation, through the improvement of processes and products, as well as to ascertain the diverse aspects of diversification (heterogeneity) and market segmentation in the sectors involved. The research offered limitations in relation to the sensitive difficulty in using the IRAMUTEQ software for demanding study and prior understanding of the software until the success of applying it to content, which required the researcher great learning and robust time demand. The difficulty of making access to the professionals of the areas of each company for conducting the interviews was another obstacle to be overcome. Originality The originality of the study is in the use of the IRAMUTEQ Textual Analysis Software as a tool to support research for the automated lexical analysis in Business Administration, since at the moment such software is most commonly used in qualitative research produced within the framework of post- graduation in the areas of Human, Social and Health Sciences.
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Palavras-chave
Indústria de Alimentos e Bebidas, Inovação, Competitividade, Estratégia, Modelo de Negócios, Heterogeneidade, Food and Beverage Industry, Innovation, Competitiveness, Strategy, Business model, Heterogeneity