ENTREPRENEURSHIP AND INNOVATION: PROPOSITION OF A BUSINESS MODEL FOR INTERNAL COMMUNICATION OF EMBRAPA'S LEGAL ADVISORY

Abstract

Playing a fundamental role within organizations, Mendonça (2024) point out that the legal department is seen as an essential element both for corporate structuring and for responding to demands of an administrative and judicial nature, with a direct influence on the strategic planning to be adopted by companies. Regarding its daily activities, communication is a challenging process for the legal universe, requiring efforts to ensure that the transmitted message is understood by its recipient, regardless of the type of audience they are in. Given the importance of communication to the legal universe, this article aims to propose innovation in the communication process of the Legal Advisory of the Brazilian Agricultural Research Corporation - Embrapa, with the application of the Five-V tool. The theoretical framework used was based on the studies of Taran, et al. (2016), which proposes the innovation of the business model for an organization. The research methodology is descriptive, inductive, exploratory and bibliographic. As a result, the research reveals how the Five-V tool can contribute to supporting the improvement and innovation of the business model of the legal area of ​​the organization studied.