O processo de inovação no desenvolvimento de novos produtos: estudo de caso em uma indústria brasileira do setor alimentício

Abstract

Companies seek to develop new products in virtue of the market competitiveness, which requires constant technological changes under increasing consumer demand. In this scenario, studying innovation and its differences in the business sector is a necessary method to comprise the companies' purposes in their own scope of action in order to guarantee a best place in the market. The present study aimed to understand how the innovation process for the development of new products works in a food industry company. It deals with a research of applied nature and qualitative approach, with data acquisition carried out through semi-structured questionnaires adopted with employees of company X. This study included a bibliographic review on innovation management, new products stage, Stage-Gate and the food industry in Brazil. Finally, from the interviews, it was possible to understand how the innovation process in the development of new products works, to analyse the management practices and the tools used in this process. Our data revealed the directions indicated by the Marketing team regarding which ideas and market opportunities are aligned with the strategy of the company X. Based on this preliminary survey, ideas might be elaborated and structured according to the positioning of each company's brand. In addition, it was concluded that company X possesses a complex and extensive process of innovation in the development of new products using the Stage-Gate model adapted to its reality. In addition, company X monitors the projects through weekly meetings between the areas and uses the Project Builder as its main tool.