Food trucks sob perspectiva de inovação e competitividade: um estudo de caso múltiplo na cidade de Fortaleza-Ce

Abstract

Current trends in the consumer market point to success for business models that offer practicality and quality in meals outside of home. The Food Trucks are presented in this context with an interesting proposal: offering the possibility of going to the customer or parking at strategic points. They are small trucks adapted to offer the most diverse types of gastronomic options and please very different audiences. This model has been improving and winning glances of diverse entrepreneurs that were meant to gain space in big urban centers. So, the present study sought realize an analysis of the understanding and innovation strategies practiced by four Food Trucks operating in the city of Fortaleza - CE in the context of the competitiveness in the market. The method used was the multiple case study, whose data collection was through observation and interviews previously guided by a script, but with freedom to make new questions. It was noted that while innovation is not a priority in the reality of these Food Trucks and also not so clear in the operation of the business, everyone considers themselves very innovative and believes applying it in at least one area of the organization, especially in the product offered. And it is precisely the product differentiation that is the main focus and the main tool to obtain competitive differential in the face of competition. In general, these organizations are managing to remain in the context in which they are inserted, creating value for their clients and needing to more efficiently exploit their resources and skills to survive the demands imposed by the city market.