INOVAÇÃO E GESTÃO EM GASTRONOMIA: A CONVERGÊNCIA ENTRE MARKETING DIGITAL E MODELOS HÍBRIDOS DE NEGÓCIO

Abstract

I In light of contemporary digitization and the growing demand for authenticity in the food industry, this article, formatted as a monograph, explores the foundations of a theoretical hybrid business model. The goal is to strengthen micro and small food businesses by integrating digital strategies—such as direct-to-consumer (D2C) sales, social commerce, and live commerce—with traditional practices. A methodology based on a structured narrative review of the literature (2019-2025, Scopus, Scielo, arXiv databases) and secondary data analysis was adopted, grounded in marketing research principles, iterative validation (Build-MeasureLearn), and Marketing 5.0. The results indicate that interactive digital strategies, such as short videos, live streams, and partnerships with micro-influencers, are essential for building trust and emotional connection with contemporary consumers. A validation framework with actionable and low-cost metrics is proposed. The theoretical implications highlight the articulation between technology and authenticity in emerging business models, while the practical implications suggest accessible digital strategies, with an emphasis on psychographic segmentation for personalization and loyalty. This study contributes to innovation in the sector, offering support for managers and researchers in the digital age.