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Abstract(s)
O presente estudo visa o desenvolvimento de um novo produto – lanches saudáveis nas escolas - no seio de um retalhista alimentar online. Através da contextualização do atual estado da digitalização do comércio, enquadramos as tendências de consumo da alimentação infantil e abordamos a pertinência de criar um novo produto que derive da interceção de ambos os temas. Procuramos assim, dar resposta à oportunidade identificada de conceber uma oferta de lanches saudáveis, escolhidos pelos pais, ao gosto dos filhos e entregues na escola. Ousamos ainda, desafiar o panorama do retalho alimentar português, desenvolvendo no seio do E-commerce da Sonae MC um novo modelo de negócio de distribuição de lanches escolares. Para atingir esta finalidade, adotamos a metodologia action research, - através dos 5 ciclos orientadores da ação, segmentados em 4 etapas consecutivas (analisar, planear, agir e refletir) – por forma a garantir o êxito do nosso propósito. Concluímos a viabilização do projeto, com a garantia do equilíbrio do binómio socioeconómico. Para isso, foi crucial o alinhamento do projeto com o propósito estratégico social de sustentabilidade da Sonae, que desposemos em íntima sinergia com os esforços para assegurar o potencial de negócio. Aditamos ainda a relevância da inclusão das tendências de mercado nos esforços de inovação, pela sua implicação crítica na aclaração da proposta de valor a comunicar ao público-alvo. Por fim, evidenciando as limitações, apuramos as oportunidades para futuras investigações.
The present study aims the development of a new product - healthy snacks in schools – within an online food retailer. Through the exegesis of the current state of digital commerce, we frame the consumer trends in infant food and addresses the adequacy of creating a new product derived from the interception of both themes. In this way, we seek to respond to the identified opportunity to design a range of healthy snacks, chosen by parents, tasteful to children's and delivered at school. In addition, we challenged the current scenario of the Portuguese food retail, developing in Sonae MC’s E-commerce a new business model for distribution of school snacks. To achieve this requirement, we adopted the action research methodology, - through 5 guiding cycles of action, segmented into 4 consecutive steps (analysis, planning, action and reflection) – that we find being the best way to guarantee our purpose. We conclude the feasibility of the project, with the guarantee of balance in the socioeconomic binomial. For this, it was crucial to align the project with SONAE's strategic social sustainability objectives, which we put in close synergy with the objectives of guaranteeing business potential. We also want to add the relevance of including market trends in innovation applications, due to its critical implication in the value proposal of the communication proposal to the target audience. Finally, evidencing the limitations, we point out some opportunities for future investigations.
The present study aims the development of a new product - healthy snacks in schools – within an online food retailer. Through the exegesis of the current state of digital commerce, we frame the consumer trends in infant food and addresses the adequacy of creating a new product derived from the interception of both themes. In this way, we seek to respond to the identified opportunity to design a range of healthy snacks, chosen by parents, tasteful to children's and delivered at school. In addition, we challenged the current scenario of the Portuguese food retail, developing in Sonae MC’s E-commerce a new business model for distribution of school snacks. To achieve this requirement, we adopted the action research methodology, - through 5 guiding cycles of action, segmented into 4 consecutive steps (analysis, planning, action and reflection) – that we find being the best way to guarantee our purpose. We conclude the feasibility of the project, with the guarantee of balance in the socioeconomic binomial. For this, it was crucial to align the project with SONAE's strategic social sustainability objectives, which we put in close synergy with the objectives of guaranteeing business potential. We also want to add the relevance of including market trends in innovation applications, due to its critical implication in the value proposal of the communication proposal to the target audience. Finally, evidencing the limitations, we point out some opportunities for future investigations.
Description
Keywords
Lanches saudáveis Desenvolvimento de novos produtos Alimentação infantil Comércio eletrónico Healthy snacks New product development children nutrition E-commerce