THE STRATEGIC PATHWAY TO INNOVATION IN THE FOOD INDUSTRY

• DOI: https://doi.org/10.22533/at.ed.9735625070114

• Palavras-chave: Route to innovate, innovation tools, gluten-free food.

• Keywords: Route to innovate, innovation tools, gluten-free food.

• Abstract: In a globalized context, there are significant transformations in the social, political, economic and cultural spheres, so companies must renew themselves in order to survive, this always entails significant risk and uncertainty, in this sense it is important to design a route to innovate in the agroindustrial sector, which serves as a model for the development of new products, processes or business models; for the design of these, the case of gluten-free foods was taken as an example, since it has a high market potential and identified early adopters. The EDV methodology was used in constructing the innovation route, which consists of using innovation tools in three stages: Understand, Define, and Validate. The first phase, Understand, seeks to understand the insights of potential customers and create a knowledge base on the environment and competition; the Define phase consists of determining the product or service and the value proposition to be delivered based on the information gathered in the previous stage; and finally, Validate, which aims to lay the foundations of the project's viability and define the business model. The tools used to meet the objective of each stage were: PESTEL analysis, SWOT analysis, stakeholder matrix, ERIC matrix, market segmentation, empathy map, cause-effect diagram, interviews with potential users, brainstorming, value proposition canvas, prototyping, and the Lean Canvas Model. Tools like the empathy map, user interviews, and prototyping are essential.