Development strategies of dairy products of companies of the state of São Paulo (Brazil)

• Autor(a) principal: Silva, A. L. [UNESP]
• Data de Publicação: 2011
• Outros Autores: Santini, G. A. [UNESP], Queiroz, T. R. [UNESP]
• Tipo de documento: Artigo de conferência
• Idioma: eng
• Título da fonte: Repositório Institucional da UNESP
• Texto Completo: http://hdl.handle.net/11449/220317
• topic: Companies; Dairy; Processing; Product innovation; Production; Strategies

This article aims at analyzing the strategic actions - product development - companies from the dairy sector, specifically, the processing companies and also national, multinational, located in São Paulo state (Brazil). The methodology was based primarily on a literature review of theories of innovation and differentiation (its importance and strategies used by companies) and, subsequently, in a practice research, with six companies with Federal Inspection System, set to the state of Sao Paulo. The sampling was aleatory or non-probabilistic nature, according to the company's ability to participate. The analysis concluded that the companies interviewed, though not develop a greater number of innovations of a complex mode (new products and novelty global and national) are seeking to permanently differentiation, even that packaging or design improved, they are able to 'provoke' a greater desire by the consumer, which is contributing to increased consumption of milk by the population.