Modelo de negócio para micro e pequenas empresas da área da saúde e alimentos restritivos: diretrizes para implantação de inovação frugal

Abstract

This study investigates frugal innovation in the health and restrictive food sectors in Brazil. It is an exploratory study based on qualitative data. To structure the research, a review of the literature on frugal innovation and business model was carried out. The research method used in the present work was the study of multiple cases with micro and small companies that seek, through frugal innovation, ways to solve problems in the scope of health and restrictive feeding. Thus, it was identified that for health and restrictive food companies to achieve economic sustainability, it is necessary to offer services and products to different customers and social incomes. For companies in the health area, there is a great need for products and services. This need is accentuated because health agencies take a long time to release authorization to sell products in this segment. Companies that serve the customers directly do not have complex technologies in their products or services need to involve the consumer as a co-producer of the solution, as opposed to what happens when the product developed is highly complex. For a customer, the company’s reputation and history define the purchase, which is a challenge for these new companies to enter the market, create the need to seek partners with a reputation and a good track record. Based on the findings, we provide implications and future research avenues.