RESUMEN Hoy en día se está produciendo una revolución en el marketing debido a la aplicación de la inteligencia artificial (IA) a diversas tareas y funciones de marketing. Además, se están produciendo innovaciones de marketing en la Web 3.0, en el Metaverso, en la realidad virtual y aumentada, en el marketing omnicanal, en las redes sociales, en el vídeo marketing, en la transmisión en vivo, en la televisión conectada y direccionable, en la búsqueda visual y por voz, en marketing de influencers, en cómo se asignan los presupuestos publicitarios, en compras sociales y credenciales adicionales para los profesionales del marketing en una profesión dinámica. Los profesionales y profesores de marketing deben priorizar la educación continua en su campo debido a la naturaleza dinámica y los cambios complejos en la tecnología de marketing y las opciones de medios.

ABSTRACT A revolution is occurring in marketing today due to the application of artificial intelligence (AI) to various marketing tasks and functions. In addition, marketing innovations are taking place on Web 3.0, in the Metaverse, in virtual and augmented reality, in omnichannel marketing, in social media, in video marketing, in live streaming, in connected and addressable TV, in voice and visual search, in influencer marketing, in how advertising budgets are allocated, in social shopping, and additional credentials for marketing professionals in a dynamic profession. Marketing professionals and marketing professors must prioritize pursuing continuous education in their field due to the dynamic nature and complex changes in marketing technology and media options.

PURPOSE: Ambidextrous SME innovations and technology models have led to success stories in the past. They face new challenges due to increasing uncertainty in the business environment. Purpose: The study reviews ambidexterity literature to determine trends and themes existing in the body of literature on ambidexterity. DESIGN/METHODOLOGY/APPROACH: The study employed a bibliometric and Vosviewer analysis of 1808 articles published on Scopus database from 1999-2022. The study used several indicators including data overview (scientific production in the area and three field-plot), conceptual structure (co-occurrence network, thematic map, and evolution), keyword analysis, and thematic mapping. FINDINGS/RESULTS: The analysis indicated five main themes on which the ambidexterity literature focuses. The results revealed that the key themes in ambidexterity literature are continuous innovation, knowledge management, dynamic capabilities, entrepreneurial and market orientation, enterprise resource management (ERM), and business performance. PRACTICAL IMPLICATIONS: The review highlighted that SMEs struggle more in dynamic business environments. Business changes in recent years have proved the importance of innovation, ERM, knowledge management, and dynamic capabilities as beneficial factors for achieving enhanced performance. ORIGINALITY/VALUE: The analysis reveals several links in literature and valuable insights into possible models that can be scaled up and replicated across different industries. Themes in the domain mainly focussed on knowledge management, firm performance, digital transformation, open innovation, dynamic capabilities as well as entrepreneurial and marketing orientation The proposed business model can assist SMEs owners and managers in swiftly adapting to unpredictability in the changing business climate caused by the recent pattern of events.

Abstract Purpose This paper aims to study whether Peruvian manufacturing firms that implement innovation have positive performance and whether R&D activities moderate these relationships. Design/methodology/approach Using a data set of Peruvian manufacturing firms from the 2018 National Survey of Innovation, a LOGIT model analysis was applied to 774 companies. In addition, the authors fitted different models into subsamples to explore the moderating effects of R&D on manufacturing firms. Finally, the regression models were computed using R software. Findings The results indicate that product, service and marketing innovation are associated positively with an increase in market share, while process and organizational innovations are associated positively with productivity. Moreover, companies with R&D are more productivity-oriented than companies without R&D. Research limitations/implications This study contributes to the literature on innovation management by supporting the assumption that innovation results in increased productivity and expands market demand. In addition, findings highlight that R&D is essential for boosting firms’ productivity. Practical implications Managers should consider an appropriate combination of the innovation portfolio and R&D investments to make progress and increase performance in the company. In addition, policymakers should consider that investments to promote the development of R&D activities in manufacturing companies will likely lead to médium- or long-term returns. Social implications The correct use of indicators to measure these relationships could help the policymaker to design and measure policy instruments more efficiently. Originality/value These results provide a deeper understanding of how the effects of innovations implemented by manufacturing firms, especially service and process innovation, improve their performance. RD D Designmethodologyapproach Design methodology approach 201 Innovation 77 addition Finally software product share Moreover productivityoriented oriented limitationsimplications limitations demand company médium longterm long term returns efficiently Originalityvalue Originality value 20 7 2

Abstract The research objective was to identify the innovations implemented in micro-enterprises in the gastronomic sector of Itapúa (Paraguay) because of the COVID-19 pandemic. Data from 41 microenterprises were collected through a questionnaire, and a correlational statistical analysis was performed, which showed that the orientation towards a culture of innovation based on process, product, marketing, and technology as strategies made it possible to face the limitations caused by the COVID-19 pandemic, achieving faster adaptation processes. The results have theoretical implications in understanding innovation as a strategy to overcome adverse situations in the gastronomic sector and provide guidance for its application to these companies to improve their adaptation and development processes in the face of changing conditions in providing their services.

Resumen El objetivo de la investigación fue identificar las innovaciones implementadas en las microempresas del sector gastronómico de Itapúa (Paraguay) a raíz de la pandemia COVID-19. Se recopilaron datos de 41 microempresas, mediante un cuestionario, y se realizó un análisis estadístico correlacional, el cual evidenció que la orientación a una cultura de innovación basada en proceso, producto, mercadeo y tecnología como estrategias, hicieron posible el afrontar las limitaciones provocadas por la pandemia del COVID-19, logrando procesos de adaptación más rápidos. Los resultados tienen implicaciones teóricas en el entendimiento de la innovación como estrategia para superar situaciones adversas en el sector gastronómico y brinda una orientación de su aplicación a estas empresas para poder mejorar sus procesos de adaptación y desarrollo ante el cambio de condiciones en la prestación de su servicio.

Abstract The Amazon region encompasses a heterogenous territory with singular geographic features, that harbous different vulnerable populations, which require the development of abilities and innovations by health services. However, answers to this challenge become even more distant in the face of a marketing logic that tends to make differences invisible and privilege certain territories. In this scenario, our study analyzed the implementation of a Basic River Health Unit (UBSF), seeking to understand how the needs and singularities of riverside rural areas are included in the planning and execution of health services. To that end, interviews with health services managers and professionals and observations of health care professionals during daily activities were carried out. The results showed the forecast of services, with specific formats and resources for the Amazonian fluvial areas, was an opportunity for the specificities of the region to be evidenced and for more resources, including financial ones, being considered for these localities. However, they also showed that the services offered are still planned in a hierarchical way and organized and executed for urban areas, which points to the need for adaptations.

Resumo A região amazônica abrange um território heterogêneo com características geográficas específicas, abrigando diversas populações vulnerabilizadas, o que exige dos serviços de saúde o desenvolvimento de habilidades e inovações. Entretanto, as respostas a esses desafios se tornam ainda mais distantes diante de uma lógica mercadológica, que tende a invisibilizar diferenças e privilegiar determinados territórios. Nesse cenário, este estudo analisou a implementação de uma Unidade Básica de Saúde Fluvial, buscando compreender como estão incluídas as necessidades e singularidades do meio rural ribeirinho no planejamento e execução dos serviços de saúde. Para isso, foram realizadas entrevistas com gestores e profissionais, além da observação do cotidiano dos serviços de saúde. Os resultados demonstram que a previsão de serviços, com formatos e recursos específicos para as áreas fluviais amazônicas, foi uma oportunidade para que as particularidades da região fossem evidenciadas e que mais recursos, inclusive financeiros, fossem previstos para essas localidades. No entanto, evidenciou-se também que os serviços ofertados continuam sendo planejados de forma hierárquica, além de serem organizados e executados visando realidades urbanas, o que aponta a necessidade de adaptações.

ABSTRACT Introduction: Updated and applied face-to-face for 2 consecutive semesters, the discipline of Marketing of Services for Information Users was optionally offered in two classes, throughout 2022, in the Bachelor's Degree in Librarianship at the Federal University of Minas Gerais (UFMG). Objective: To report the teaching experience in the discipline, in which active methodologies were used as a pedagogical strategy. Methodology: The Report was characterized as qualitative, since the characteristics, stages, resources and conduct of teaching practice in the discipline were described, in addition to feedback from students via testimonials. Results: The research enabled the identification of ten citizen labs in Brazilian Federal Universities, which are aligned with relevant social issues and generate benefits in terms of innovations that can be socially shared. Conclusion: Although the discipline approached Marketing contents in the context of Librarianship, when applied through active methodologies, they provided a greater possibility of making tangible the abstractions and inherent concepts. The strategy reported in the case turned out to be rich, making it possible to develop experiences and situations linked to the context of the class and their daily experiences.

RESUMO Introdução: Atualizada e aplicada em modo presencial por dois semestres consecutivos, a disciplina de Marketing de Serviços para Usuários da Informação foi ofertada na modalidade optativa em duas turmas, ao longo do ano de 2022, no curso de bacharelado em Biblioteconomia, da Universidade Federal de Minas Gerais. Objetivo: Relatar a experiência docente na disciplina, na qual se lançou mão das metodologias ativas como estratégia pedagógica. Metodologia: O Relato se caracterizou como qualitativo, uma vez que, foram descritas as características, etapas, recursos e condução da prática docente na disciplina, além do feedback dos alunos via depoimentos Resultados: Percebeu-se que a experiência das metodologias ativas como estratégia provocou maior engajamento e despertou interesse pela temática proposta. Conclusão: Embora a disciplina tenha abordado os conteúdos de Marketing no contexto da Biblioteconomia, quando aplicados por meio de metodologias ativas, proporcionaram maior possibilidade de se tornar concretas as abstrações e os conceitos inerentes. A estratégia relatada no caso se desvelou rica, sendo possível desenvolver experiências e situações vivenciadas no contexto da turma no cotidiano.

Resumo A região amazônica abrange um território heterogêneo com características geográficas específicas, abrigando diversas populações vulnerabilizadas, o que exige dos serviços de saúde o desenvolvimento de habilidades e inovações. Entretanto, as respostas a esses desafios se tornam ainda mais distantes diante de uma lógica mercadológica, que tende a invisibilizar diferenças e privilegiar determinados territórios. Nesse cenário, este estudo analisou a implementação de uma Unidade Básica de Saúde Fluvial, buscando compreender como estão incluídas as necessidades e singularidades do meio rural ribeirinho no planejamento e execução dos serviços de saúde. Para isso, foram realizadas entrevistas com gestores e profissionais, além da observação do cotidiano dos serviços de saúde. Os resultados demonstram que a previsão de serviços, com formatos e recursos específicos para as áreas fluviais amazônicas, foi uma oportunidade para que as particularidades da região fossem evidenciadas e que mais recursos, inclusive financeiros, fossem previstos para essas localidades. No entanto, evidenciou-se também que os serviços ofertados continuam sendo planejados de forma hierárquica, além de serem organizados e executados visando realidades urbanas, o que aponta a necessidade de adaptações.

Abstract The Amazon region encompasses a heterogenous territory with singular geographic features, that harbous different vulnerable populations, which require the development of abilities and innovations by health services. However, answers to this challenge become even more distant in the face of a marketing logic that tends to make differences invisible and privilege certain territories. In this scenario, our study analyzed the implementation of a Basic River Health Unit (UBSF), seeking to understand how the needs and singularities of riverside rural areas are included in the planning and execution of health services. To that end, interviews with health services managers and professionals and observations of health care professionals during daily activities were carried out. The results showed the forecast of services, with specific formats and resources for the Amazonian fluvial areas, was an opportunity for the specificities of the region to be evidenced and for more resources, including financial ones, being considered for these localities. However, they also showed that the services offered are still planned in a hierarchical way and organized and executed for urban areas, which points to the need for adaptations.

RESUMEN Desde hace décadas el marketing tiene un papel importante para el desarrollo de las empresas. Sin embargo, lo que destaca a las empresas exitosas son las prácticas de innovación que tienen una importancia creciente para la economía y desarrollo de estas y sobre todo después del inicio de la pandemia de covid-19 que ha cambiado el funcionamiento político, económico y social del mundo. En un entorno cambiante e inseguro, las empresas buscan sobrevivir y es gracias a diferentes prácticas innovadoras que lo pueden lograr. En este artículo se demuestran ejemplos de diferentes compañías del sector cafetero que gracias a sus actividades han logrado ayudar a las economías de sus países y ser un ejemplo en los tiempos de crisis.

RÉSUMÉ Le marketing joue un rôle important dans le développement des entreprises depuis plusieurs décennies. Cependant, ce qui distingue les entreprises qui réussissent, ce sont les pratiques d'innovation qui ont une importance croissante pour l'économie et le développement des entreprises et surtout après le début de la pandémie de la covid-19 qui a changé le fonctionnement politique, économique et social du monde. Dans un environnement changeant et précaire, les entreprises cherchent à survivre et c'est grâce à différentes pratiques innovantes qu'elles peuvent y parvenir. Cet article montre des exemples de différentes entreprises du secteur du café qui, grâce à leurs activités, ont réussi à aider les économies de leurs pays et à être un exemple en temps de crise.

RESUMO Durante décadas, o marketing desempenhou um papel importante no desenvolvimento das empresas. No entanto, o que se destaca nas empresas de sucesso são as práticas de inovação cada vez mais importantes para a economia e desenvolvimento das empresas e principalmente após o início da pandemia da Covid-19 que mudou o funcionamento da política, a economia e a sociedade do mundo. Num ambiente mutável e inseguro, as empresas procuram sobreviver e é graças a diferentes práticas inovadoras que o conseguem. Este artigo mostra exemplos de diferentes empresas do setor cafeeiro que, graças às suas atividades, conseguiram ajudar as economias de seus países e ser um exemplo em tempos de crise.

ABSTRACT Marketing has played an important role in the development of companies for several decades. However, what makes successful companies stand out are the innovation practices that have increasing importance for the economy and business development and especially after the start of the covid-19 pandemic that has changed the political, economic and social functioning of the world. In a changing and insecure environment, companies seek to survive and it is thanks to different innovative practices that they can achieve this. This article shows examples of different companies in the coffee sector that, thanks to their activities, have managed to help the economies of their countries and be an example in times of crisis.

Resumen Objetivo: Un modelo como propuesta basado en dos constructos reconocidos sobre la innovación tecnológica de alimentos (FINT) y la escala de neofobia de tecnología alimentaria (FTNS) que involucra las necesidades nutricionales de los consumidores y las oportunidades de las empresas. Metodología: Revisión de literatura sobre FINT-FTNS, las necesidades nutricionales posteriores a COVID y la generación de negocios con un cuestionario aplicado a 401 consumidores habituales (Jul-Sep de 2021). Resultados: El modelo FINT-FTNS, sugiere desarrollar negocios a partir de la inclusión de indicadores como medios de información, intención de compra, tipo de tecnología alimentaria con beneficios a consumir y políticas de regulación para proteger al consumidor. La originalidad de la investigación se basa en un modelo integral FINT-FTNS final para desarrollar negocios. Limitaciones: El método de muestreo de autoreporte “bola de nieve”puede ser una fuente sesgada de resultados porque la encuesta sólo se levantó en el entorno mexicano. Los modelos de innovación de la industria alimentaria indican que se necesita más investigación para adaptar el conocimiento externo al cambio socioeconómico e institucional. Conclusiones: Para ambos lados del modelo final (FINT y FTNS), se determinaron varias sugerencias basadas en conceptos nutricionales, de innovación, tecnología y mercadotecnia para mejorar el modelo en aplicaciones de negocios fomentando una ingesta de alimentos saludables contra enfermedades crónicas para la próxima normalidad.

Abstract Purpose: A proposal framework based on two recognized constructs over food innovations technology (FINT) and food technology neophobia scale (FTNS) involving consumers' nutrition needs and the businesses' opportunities. Methodology: Revision of literature about FINT-FTNS, post-COVID nutrition needs, and businesses with a questionnaire applied to 401 regular consumers (Oct-Dic-2021). Results: FINT-FTNS, suggests developing businesses based on the inclusion of indicators such as information media, the intention to purchase, the type of food technology with benefits to be consumed, and regulation policies to protect the consumer. Limitations: The snowball self-report sampling method may be a source of biased survey results because the survey is only in the Mexican environment, and it could be considered a limitation in the research scope. The food industry's innovation models indicate that more research is necessary to adapt external knowledge with socio-economic and institutional change. Conclusions: For the final framework's sides (FINT and FTNS), we have determined several suggestions based on nutritional, eating patterns, innovation, technology, and marketing concepts to improve the framework for business applications to foster a healthy food intake against chronic diseases for the next normal, to complement this research.

Resumo O presente artigo propõe estabelecer um diálogo entre o marketing territorial e a mercadificação do espaço, avaliando as estratégias de construção imagética da cidade-vitrine/cidade-espetáculo. Analisa brevemente as transformações espaciais promovidas pelo “empreendedorismo urbano”, que passam a articular cada vez mais a construção e venda da imagem da cidade como parte fundamental do processo de acumulação capitalista. Considera ainda as especificidades da financeirização urbanizadora. Então, perguntamos: as inovações de marketing estariam relacionadas ao processo de mercadificação do espaço? Como podemos pensar no marketing da cidade como parte da economia da inovação? As respostas a essa pergunta permite identificar estratégias utilizadas pelo marketing territorial nas transformações urbanas, bem como compreender os mecanismos que envolvem o city branding.

Abstract This article proposes to establish a dialogue between territorial marketing and the commodification of space, evaluating the imagery construction strategies of the shop-window city / spectacle city1. We will analyze, albeit briefly, the spatial transformations promoted by “urban entrepreneurship”, which increasingly articulate the construction and sale of the city's image as a fundamental part of the capitalist accumulation process. It should be noted that the specificities of urbanization and financialization will also be considered. So, we ask: would marketing innovations be related to the space commodification process? How can we think of city marketing as part of the innovation economy? The answers to these questions will allow - in the course of the article - the identification of strategies used by territorial marketing in urban transformations, as well as the understanding of the mechanisms that involve city branding.

Resumen: Este artículo propone establecer un diálogo entre el marketing territorial y la mercadificación del espacio, evaluando las estrategias de construcción de imaginarios de la ciudad escaparate/ciudad espectáculo. Analizaremos, aunque brevemente, las transformaciones espaciales promovidas por el “emprendimiento urbano”, que articulan cada vez más la construcción y venta de la imagen de la ciudad como parte fundamental del proceso de acumulación capitalista. Cabe señalar que también se considerarán las especificidades de la financiarización de la urbanización. Entonces, nos preguntamos: ¿las innovaciones de marketing estarían relacionadas con el proceso de mercadificación del espacio? ¿Cómo podemos pensar en el city marketing como parte de la economía de la innovación? Las respuestas a estas preguntas permitirán, en el transcurso del artículo, identificar las estrategias utilizadas por el marketing territorial en las transformaciones urbanas, así como comprender los mecanismos que involucran el city branding.

RESUMO Objetivo: Compreender a configuração do empreendedorismo estratégico a partir da manifestação de práticas de exploration, exploitation e ambidestria em cervejarias artesanais de Uberlândia, MG. Originalidade/valor: O empreendedorismo estratégico permite uma análise do fenômeno empreendedor em uma perspectiva organizacional. Ademais, o estudo é aplicado em um setor emergente no Brasil, com poucos estudos que problematizem suas especificidades na área de administração. Design/metodologia/abordagem: Trata-se de pesquisa qualitativa realizada por meio de estudos de casos múltiplos em três cervejarias artesanais de Uberlândia, MG. Realizaram-se nove entrevistas, e os dados foram tratados com base na técnica de análise de narrativas. Resultados: Foi possível verificar práticas de exploration, como o pioneirismo na produção local de cerveja artesanal, na criação de novos produtos e em torno do modelo de negócio adotado. Práticas de exploitation também foram identificadas, com ações de melhoria contínua que contribuíram para o desenvolvimento dessas empresas. A ambidestria foi observada em situações em que melhorias na produção permitiram o surgimento de novos produtos e o atendimento de novos mercados. Assim, as ações de empreendedorismo estratégico refletem iniciativas de agentes empreendedores que buscam promover inovações e melhorias contínuas em suas organizações, seja por meio da melhoria da qualidade da cerveja produzida, da introdução de novas estratégias de atendimento ao mercado e de novos métodos de produção, e/ou da adoção de novas tecnologias. Com isso, abre-se espaço para novas possibilidades de inovação, renovação estratégica e aumento da competitividade das cervejarias artesanais estudadas, revelando o vigor da referida abordagem para o estudo do fenômeno empreendedor.

ABSTRACT Purpose: This paper aims to understand the configuration of strategic entrepreneurship practices of exploration, exploitation, and ambidexterity in craft breweries from Uberlândia, MG. Originality/value: Strategic entrepreneurship enables the comprehension of entrepreneurial phenomena from an organizational perspective. Furthermore, this research is conducted in an emergent industry in Brazil, with few studies in the field of management that consider the idiosyncrasies of craft breweries. Design/methodology/approach: We conducted a qualitative multicase study with three craft breweries from Uberlândia, MG. Twelve interviews were performed, and the set of empirical data collected were analyzed through narrative analysis technique. Findings: We identified several strategic entrepreneurship practices in the craft breweing sector. First, exploration practices were found in some radical innovations, such as the pioneering nature in the production of craft beers in Uberlândia, the creation of new products, and in the setting of new business models. Second, exploitation practices were also identified in incremental innovations that enabled business development. Hence, ambidexterity relied on the balance of exploration and exploitation practices, as innovative endeavors enabled the creation and development of new products and access to new markets. Thus, strategic entrepreneurship practices reflect the initiatives of entrepreneurial agents that seek to promote organizational innovations in terms of quality improvements, new production and marketing strategies, and the adoption of new technologies. Therefore, strategic entrepreneurship reflects and contributes to innovation possibilities, strategic renewals, and the competitiveness of craft breweries, revealing the analytical power of this theoretical approach for the study of entrepreneurial phenomena.

Abstract: This article analyses the emergence and scale-up of frugal innovations supported by university-industry interactions in the Colombian context. We conducted semi-structured interviews with eight researchers from the National University of Colombia, who participated in activities to transfer technology to society through frugal innovations. Results highlight the social role of the Colombian university and the motivations of the participating researchers to develop frugal innovations. Three benefits of the university-industry interaction to develop and upscale frugal innovations were identified and described: a) the exchange of specialised knowledge that helps to do incremental improvements on frugal innovations; b) the strengthening of distribution and marketing strategies of innovation, supporting its implementation in different contexts; and c) advantages in scaling up production. The relevance of these findings to understand frugal innovation processes and their implications for designing support services by university technology transfer offices are discussed.

Abstract The sudden emergence of the COVID-19 pandemic has led to profound social and economic changes. Companies have been forced to pivot their business models to ensure their continuity. This study delves into the trends observed in the changes in business models during this crisis. The objective of this research has been to identify the factors behind the initiatives they have taken, as they will presumably be consolidated and will be the basis for disruptions unthinkable before the pandemic. A rapid systematic review has allowed to recover and summarize the results of the most relevant research in this field. Twenty-eight articles have been selected from the main scientific databases, Scopus and Web of Science, using the inclusion decision flowchart proposed by PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analysis). The main findings of qualitative analysis that has been carried out highlight the importance of technology, with the generalization of digital marketing and sales channels in companies, teleworking and consumption of technological products such as Artificial Intelligence; the adoption of innovations related to the value proposition, in most cases in the form of new products and services, as a more common form of consumer experimentation; and the generalization of collaborative initiatives among all actors in the business ecosystem.

Resumen La súbita irrupción de la pandemia COVID-19 ha propiciado profundos cambios sociales y económicos. Las empresas se han visto obligadas a pivotar sus modelos de negocio para asegurar su continuidad. El presente estudio profundiza en las tendencias observadas en los cambios de los modelos de negocio durante esta crisis. El objetivo de esta investigación ha sido identificar los factores que se encuentran detrás de las iniciativas que han adoptado las empresas, pues presumiblemente se consolidarán y serán la base de disrupciones que eran impensables antes de la pandemia. Una rápida revisión sistemática ha permitido recuperar y resumir los resultados de las investigaciones más relevantes en este campo. Se han seleccionado veintiocho artículos de las principales bases de datos científicas, Scopus y Web of Science, utilizando el diagrama de flujo de decisiones de inclusión propuesto por PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analysis). Los principales hallazgos del análisis cualitativo que se ha realizado destacan la importancia de la tecnología, con la generalización de canales digitales de marketing y ventas en las empresas, el teletrabajo y el consumo de productos tecnológicos como la Inteligencia Artificial; la adopción de innovaciones relacionadas con la propuesta de valor, en la mayoría de las ocasiones en forma de nuevos productos y servicios, como forma más común de experimentación de cara al consumidor; y la generalización de iniciativas de colaboración entre todos los actores del ecosistema empresarial.

RESUMO O plástico é um material amplamente utilizado para o desenvolvimento de embalagens alimentares, no entanto a crescente preocupação com a sua natureza não bio-degradável e acumulativa nos ecossistemas, levou ao desenvolvimento de alternativas mais sustentáveis. O presente artigo de revisão pretende caraterizar o impacto ambiental e tecnológico das embalagens comestíveis, a aplicabilidade, o tipo de matérias-primas utilizadas, as possíveis implicações na segurança alimentar, bem como explorar a aceitabilidade por parte dos consumidores e da indústria alimentar. Esta revisão foi realizada nas bases de dados “Science Direct”, “PubMed” e “Google Scholar” usando os descritores “edible”, “food”, “packaging”, “coating” e “film”. A partir da fonte mencionada, foram selecionados 56 artigos para o presente artigo de revi- são, publicados entre 2015 e 2021. Os materiais utilizados para produzir filmes e revestimentos comestíveis são geralmente biomoléculas e devem ser selecionadas tendo em vista o tipo de alimento a embalar. Além disso, não devem constituir nenhum risco para a saúde humana. Não obstante, as embalagens comestíveis podem conter alergénios, pelo que devem ser listados os ingredientes utilizados na elaboração destas embalagens. A aplicação de diferentes filmes e revestimentos, em uma variedade de alimentos, demonstrou aumentar o tempo de vida de prateleira dos géneros alimentícios. A aceitação das embalagens edíveis pelo consumidor depende de vários fatores tais como as propriedades funcionais e organoléticas, o marketing alimentar e os preços. A produção de filmes e revestimentos comestíveis ocorre maioritariamente à escala laboratorial, pelo que há algumas limitações a serem ultrapassadas, de forma a garantir o sucesso destes materiais à escala comercial. Atendendo ao objetivo previamente definido, foi possível caraterizar e explorar os conceitos e temas propostos.

ABSTRACT Plastic is commonly used for the development of food packaging, however the growing concern with its non-biodegradable and accumulative nature in ecosystems, has led to the development of more sustainable alternatives. The purpose of this review article is to characterize the environmental and technological impact of edible food packaging, their applicability, the type of raw materials used, the possible implications for food safety, as well as exploring the acceptability of consumers and the food industry. This research was conducted in the databases “Science Direct”, “PubMed” and “Google Scholar” using “edible”, “food”, “packaging”, “film” and “coating” as keywords. From the mentioned source, 56 articles, from 2015 to 2021, were selected for this review. The materials used to produce edible films and coatings are generally biomolecules and must be selected considering both their main characteristics and the type of food to be packaged. In addition, these materials should not pose any risk to human health. Regardless, edible packaging may contain allergens, thus the ingredients used in the preparation of these packaging must be listed. The application of different films and coatings, in a variety of foods, has been shown to increase the shelf life of foodstuffs. The acceptability of edible packaging by the consumer depends on several factors, such as functional and organoleptic properties, food marketing and prices. The production of edible films and coatings occurs mostly on a laboratory scale, so there are some limitations to overcome, in order to guarantee the success of these innovations on a commercial scale. According to the previous established aim, it was possible to explore the proposed concepts and themes.

RESUMO: ReEsta investigação é enfocada na inovação de produtos e no método comercial para a indústria de panificação, onde a maioria das empresas cria inovações incrementais, tanto de mercado quanto de produto. O tipo de investigação é qualitativo. 36 PMEs foram estudadas através da técnica de entrevista, cujo conteúdo foi codificado e analisado. A partir , foram encontrados três elementos. Esta investigação é enfocada na inovação de produtos e no método comercial para a indústria de panificação, onde a maioria das empresas cria inovações incrementais, tanto de mercado quanto de produto. O tipo de investigação é qualitativo. 36 PMEs foram estudadas através da técnica de entrevista, cujo conteúdo foi codificado e analisado. A partir disso, foram encontrados três elementos: A) a inovação de produto está vinculada ao contexto geográfico de acordo com as características socioeconômicas da cidade e as mudanças no clima; B) o setor de panificação favorece inovações de marketing, particularmente distribuição, ao mesmo tempo em que desenvolve estratégias de integração vertical para alcançar localizações geográficas onde estabelecer um ponto de venda mais caro; C) As inovações são criadas pelos padeiros mais do que pelos proprietários, tendo implicações para o crescimento da empresa.sumen

RÉSUMÉ: Cette recherche se centre sur l'innovation de produits et la méthode commerciale dans l'industrie boulangère, où les entreprises créent des innovations graduelles, tant de marché que de produits. Cette recherche de type qualitatif implique 36 PME qui ont été étudiées au moyen d'entrevues, dont le contenu a été codifié et analysé. Il en résulte trois éléments : A) l'innovation de produits est liée au contexte géographique selon les caractéristiques socio-économiques de la ville et les variations du climat ; B) le secteur de la boulangerie favorise l'innovation dans la méthode commerciale, particulièrement la distribution, tout en développant des stratégies d'intégration verticale pour atteindre des lieux géographiques où un point de vente plus cher peut être établi; C) les innovations sont davantage créées par les boulangers que par les propriétaires, ce qui a des implications dans la croissance de l'entreprise.

RESUMEN: Esta investigación se enfoca en la innovación de productos y en el método comercial para la industria de la panificación donde la mayoría de las empresas crean innovaciones incrementales, tanto de mercado como de productos. El tipo de investigación es cualitativo. Se estudiaron 36 pymes mediante la técnica de la entrevista cuyo contenido fue codificado y analizado. A partir de allí, se encontraron tres elementos. Esta investigación se enfoca en la innovación de productos y en el método comercial para la industria de la panificación al menos el 80 % de las empresas entrevistadas crean innovaciones incrementales, tanto de mercado como de productos. El tipo de investigación es cualitativo. Se estudiaron 36 Mipymes mediante la técnica de la entrevista, cuyo contenido fue codificado y analizado. A partir de esto, se encontraron tres elementos: A) la innovación de producto se vincula al contexto geográfico de acuerdo con las características socioeconómicas de la ciudad y cambios en el clima; B) el sector panificador favorece innovaciones de mercadeo, particularmente de distribución mientras desarrolla estrategias de integración vertical para llegar a lugares geográficos donde establecer un punto de venta más costoso; C) las innovaciones son creadas por los panaderos más que por los propietarios, lo cual tiene implicaciones en el crecimiento de la empresa.

ABSTRACT: This research focuses on product innovation and marketing method for the bakery industry, where most of the companies may create gradual innovations, both in terms of marketing and products. This research of a qualitative type involves 36 different SMEs that were studied by means of interviews, whose content was codified and analyzed. As a result, three elements were found: A) product innovation is linked to the geographical context according to the city socio-economic characteristics and climate changes; B) the bakery industry promotes marketing innovation, particularly distribution, while developing vertical integration strategies to reach geographical places where a more expensive outlet may be set up; C) innovations are rather created by the bakers than by the owners, which has implications for the company's growth.