Embalagem como diferencial competitivo para a agroindústria: um estudo multicaso em pequenas empresas
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Data
2021-09-16
Autores
Sartor, Ricardo José
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Universidade Estadual Paulista (Unesp)
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Objetivo Determinar as potencialidades dos elementos constitutivos das embalagens das agroindústrias de pequeno porte na geração de competitividade. Metodologia / Procedimentos de Pesquisa Pesquisa aplicada descritiva de caráter qualitativo utilizando o modelo de estudo multicasos. A coleta de dados foi realizada em três etapas, sendo a primeira para levantamento bibliográfico da literatura, a segunda para coleta de dados por meio de entrevistas semiestruturadas com gestores das empresas foco deste estudo e a terceira etapa caracterizada pela análise das embalagens das agroindústrias centro do estudo para identificação de atributos para geração de competitividade. Resultados e Discussões Este estudo validou os conceitos identificados pelo levantamento bibliográfico sobre os atributos da embalagem como ferramenta de comunicação e marketing, para melhoria da competitividade. Espera-se ainda que este trabalho passe a servir como um roteiro para adequação/melhoria de embalagens de produtos agroindustriais. Implicações Gerenciais Esta pesquisa possibilita que as pequenas agroindústrias repensem e avaliem o modo como trabalham suas embalagens, pois é fator preponderante para adoção da estratégia assertiva de comunicação. Este trabalho também oferece às pequenas agroindústrias a possibilidade de realizarem a avaliação de suas embalagens e replanejar sua estratégia com relação as embalagens e à comunicação com o consumidor no ponto de venda. Conclusões e Limitações da Pesquisa A partir dos dados coletados verificou-se que a falta de tempo e o excesso de afazeres são os fatores preponderantes para que as pequenas agroindústrias não realizem ações de comunicação. Somado a isto, a desinformação e o desinteresse pelos temas comunicação e embalagem são fatores que colaboram para a adoção de estratégias. Conhecer os atributos das embalagens e trabalhar para torná-los mais relevantes possibilita que as embalagens das empresas gerem maior competitividade e essa situação é ainda mais latente para as pequenas agroindústrias. As limitações deste trabalho são a utilização de apenas três empresas, não sendo uma amostra representativa do universo das pequenas agroindústrias, mesmo o estudo tendo um teor qualitativo. Outro ponto limitante foi a identificação de um único método de avaliação de embalagens. Originalidade A originalidade deste trabalho reside justamente no estudo do tema comunicação e principalmente com relação aos atributos das embalagens geradores de competitividade para o segmento das pequenas agroindústrias, tema pouco abordado na literatura.
Purpose Determine the potential of the constituent packaging elements of small agribusinesses in generating competitiveness. Design/methodology Qualitative descriptive applied research using the multi-case study model. Data collection was be carried out in three stages, the first being for bibliographic survey of the literature, the second for data collection through semi-structured interviews with managers of the companies that are the focus of this study and the third stage characterized by the analysis of the packaging of the agro-industries that are study to identify attributes to generate competitiveness. Findings and Discussions This study validated the concepts identified by the bibliographic survey on the packaging attributes as a communication and marketing tool, to improve competitiveness. It is also expected that this work will serve as a guide for adapting / improving packaging for agroindustrial products. Management Implication This research allows small agribusinesses to rethink and evaluate the way they work with their packaging, as it is a preponderant factor for the adoption of an assertive communication strategy. This work also offers small agribusinesses the possibility of evaluating their packaging and replanning their strategy regarding packaging and communication with consumers at the point of sale. Conclusion and Research limitations From the data collected, it was found that lack of time and excess of tasks are the main factors that prevent small agribusinesses from carrying out communication actions. Added to this, misinformation and lack of interest in the themes of communication and packaging are factors that contribute to the adoption of strategies. Knowing packaging attributes and working to make them more relevant allows companies' packaging to generate greater competitiveness and this situation is even more latent for small agribusinesses. The limitations of this work are the use of only three companies, not being a representative sample of the universe of small agribusinesses, even though the study has a qualitative content. Another limiting point was the identification of a single packaging evaluation method. Originality The originality of this work lies precisely in the study of the communication theme and especially in relation to the packaging attributes that generate competitiveness for the segment of small agribusinesses, a topic that has been little discussed in the literature.
Purpose Determine the potential of the constituent packaging elements of small agribusinesses in generating competitiveness. Design/methodology Qualitative descriptive applied research using the multi-case study model. Data collection was be carried out in three stages, the first being for bibliographic survey of the literature, the second for data collection through semi-structured interviews with managers of the companies that are the focus of this study and the third stage characterized by the analysis of the packaging of the agro-industries that are study to identify attributes to generate competitiveness. Findings and Discussions This study validated the concepts identified by the bibliographic survey on the packaging attributes as a communication and marketing tool, to improve competitiveness. It is also expected that this work will serve as a guide for adapting / improving packaging for agroindustrial products. Management Implication This research allows small agribusinesses to rethink and evaluate the way they work with their packaging, as it is a preponderant factor for the adoption of an assertive communication strategy. This work also offers small agribusinesses the possibility of evaluating their packaging and replanning their strategy regarding packaging and communication with consumers at the point of sale. Conclusion and Research limitations From the data collected, it was found that lack of time and excess of tasks are the main factors that prevent small agribusinesses from carrying out communication actions. Added to this, misinformation and lack of interest in the themes of communication and packaging are factors that contribute to the adoption of strategies. Knowing packaging attributes and working to make them more relevant allows companies' packaging to generate greater competitiveness and this situation is even more latent for small agribusinesses. The limitations of this work are the use of only three companies, not being a representative sample of the universe of small agribusinesses, even though the study has a qualitative content. Another limiting point was the identification of a single packaging evaluation method. Originality The originality of this work lies precisely in the study of the communication theme and especially in relation to the packaging attributes that generate competitiveness for the segment of small agribusinesses, a topic that has been little discussed in the literature.
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Competitividade, Marketing, Estratégia, Pequena agroindústria, Embalagem, Competitiveness, Strategy, Small agro-industry, Packaging