TXM Business methodology applied to the development of new businesses

Authors

  • Luiz Salomão Ribas Gomez UFSC
  • Priscila Zavadil UFRGS
  • Naiane Cristina Salvi UFSC

DOI:

https://doi.org/10.4013/sdrj.2023.162.02

Abstract

This article aims to present a methodology applied to new business development in the pre-incubation phase of Brazilian startups. The structure of this methodology has its origins in branding and design methods, with a hybrid, non-linear and co-creative approach. Based on this approach, the methodology was restructured, bringing the design process orientation for entrepreneurs to develop new businesses. Its application occurs through Cocreation laboratories, which apply pre-incubation processes for new classes of entrepreneurs every five months. In 2020, 19 units of pre-incubation laboratories were established - called Cocreation Labs - whose classes of entrepreneurs could evaluate their perception of the TXM Business methodology. The results of this analysis are presented in this article and show that there is a preference for the linear conduction of processes, that the methodological tools indicated were perceived as important contributors to business development, and that the methodology contributes to creativity especially in relation to the development of ideas and flexibility in exploring new possibilities.

Author Biographies

Luiz Salomão Ribas Gomez, UFSC

Luiz Salomão Ribas Gomez has a degree in Industrial Design from Pontifícia Universidade Católica do Paraná, a master's degree in Production Engineering from Universidade Federal de Santa Catarina and a doctorate in Production Engineering from Universidade Federal de Santa Catarina, revalidated at Universidade da Beira Interior (UBI) as Doctorate in Industrial Engineering and Management. He is currently Associate Professor IV at the Federal University of Santa Catarina where he coordinated the Laboratory for the Orientation of Organizational Genesis (LOGO) and also the project Centro Sapiens. In 2009 he did a Pos-Doc at UNIDCOM IADE in Lisbon with the theme Brand DNA and also did a senior internship at Saxion University of Applied Science with the theme Innovation, creative economy and maker spaces. Currently coordinates the project Cocreation Lab (TXM Business), the largest network of laboratories for pre-incubation of innovative businesses in Latin America. He is editor of e-Revista LOGO. He has experience in the areas of Design, Innovation and Creative Entrepreneurship.

Priscila Zavadil, UFRGS

Professor at the Department of Design and Graphic Expression of the Federal University of Rio Grande do Sul (UFRGS). PhD in Design at UFRGS, with a Sandwich Doctorate at Escola Superior de Artes e Design in Portugal, Master in Design (UFRGS), Specialist in Product, Graphic and Information Design (UniRitter) and graduated in Social Communication at UFRGS. Professional experience in the areas of Visual Communication and Design. Professor of Visual Design and Product Design (UFRGS). Vice-coordinator of the Post-Graduation (Lato Sensu) in Graphic Design (UFRGS). Researcher in the CoCreation Lab project at the Federal University of Santa Catarina, in the area of business methodology and entrepreneurship. Main interests in the following topics: design and creativity, creative process and project methodology.

Naiane Cristina Salvi, UFSC

PhD student in Strategic Design Management at the Federal University of Santa Catarina (UFSC). She holds a master's degree in Design from UFSC, a specialist in Fashion Design from Senac College - Florianópolis, a graduate degree in Fashion/Habilitation in Fashion Design from Santa Catarina State University (UDESC), and is a technologist in Commercial Management and Fashion Business from Uberara University (UNIUBE). He works as a Design researcher. He also has experience in Production Management and Business Management.

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Published

2025-01-17

Issue

Vol. 16 No. 2 (2023): May/Aug

Section

Articles

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