A geração de ideias em empresas de bebidas: aplicação de uma técnica de criatividade

Abstract

The creativity is considered as the source for new products and process generating of idea. For this, organizations use creative techniques to facilitate and assist the process of generating ideas. The aim of this work is to analyze the effectiveness of a creativity technique to generate ideas in beverage sector companies. The research method is characterized as case studies. The theoretical foundation involved the classification of creativity techniques and ended with the selection of one of these. Case studies were conducted in two companies in the beverage industry: Coconut water and milk drink. The selected creativity technique were applied. The application of this has generated ideas that were classified as: Product Development and Packaging; Production Process; and Organizational Management. In Coconut Water Company, ideas resulted in the development of a new machine of coconut water bottling and new packaging aimed at a specific audience, in addition to process improvement ideas and marketing developed by the teams. Milk Beverages on the company, the ideas have turned to the creation of a new sector in the company, development of a new product line and new flavors. In the latter, most of the ideas focused on improving the Productive Process, with the participation of managers in encouraging freedom of thought to generate ideas. These results were obtained for influence with the familiarity of the problem, diversity of staff, association of ideas, observation of another participant, sharing of tacit knowledge and fluency of the technique used. The results showed that the use of a creativity technique made employees discuss and generate solutions for products and processes, giving the start to the stage of Product Development Initial with the step of generating ideas.