INNOVATION IN THE ROAD FREIGHT TRANSPORT MARKET: CASE STUDIES

An analysis of the service market, especially road freight transport is made. Based on the identification and understanding of the main elements that influence the innovation in services, it is sought to explain which markets (fractional or closed load) are more favorable for the occurrence of innovations in the transportation of road loads. The work is characterized by a multiple case study, with a qualitative approach and exploratory purpose. The research analyzed three companies that provide cargo transportation services. The information was obtained through semi-structured interviews, in loco visits and documentary material. The results suggest that the choice of market can influence the innovative profile of road haulage companies. In addition, the branch of activity of the customer, as well as the characteristics of the business segment where both customers and transport service providers are inserted, can contribute to a more innovative environment.