Inovação das embalagens como fator estratégico: estudo de caso em uma indústria de alimento
Brazilian Journal of Development
Innovation is an essential element of business processes and a strategic business factor. It is a challenge of high complexity that companies are facing today, which aims to generate competitive advantage, meet the demands of the consumer markets and provide business survival. In this scenario, the article discusses the development of innovations in packaging within the food industry as a strategic organizational factor, its characteristics and models. For that, an exploratory, bibliographical
... nd interpretative analysis was carried out with a qualitative-descriptive approach applied in a food industry located in the city Belo Horizonte-MG. The data collection was done through semi-structured interviews, with sampling of fourteen managers and managers of the company under study. The results indicate that the company must deepen knowledge about innovation processes in order to develop differentiated and innovative packaging in the market and thus achieve competitive differential and improve economic and financial results. It is considered the indispensability of the company under study to develop know-how and ability to manage its R & D potential for the technological innovations they can discover and launch. Achieving a pioneering spirit focusing on increased share marketing, leadership positioning and maximization of economic effects and competitive advantage.