TRIZ as an element of business plan integration, in the creation of new products and services. Case: Producers in the northern highlands of the State of Puebla.

Derived from the need to have methods that support an adequate diagnosis and fundamental decision making, in both national and global companies, it is necessary to have sufficient tools and knowledge to face the changing needs of the market. It is here where lies the importance of using the TRIZ Methodology as an element of integration of business plans, in the creation of new products and services. In a joint effort with volunteer researchers and producers from the Sierra Norte of the State of Puebla. A citizen collaboration agreement was established for the research and presentation of new alternatives for the application of knowledge, which provide support to small businesses that lack economic support. Contributing, through the generation of innovation projects with the use of integration techniques and problem solving, according to the real needs of their region. This document establishes the work dynamics carried out to design and implement a model for the formulation and implementation of business strategies that provide long-term competitive advantages, based on the continuous generation of technological innovation, through the rational use of the available resources of the producers. We were able to lay the foundations of an innovation system for the generation of value, strategic alliances and competitive advantage for small companies seeking development and economic growth in a global environment that continually subjects them to constant social, economic and political changes, all this with limited access to new technologies from foreign countries. Due to an agreement of confidentiality of personal data and protection of the projects that are in development, it is only under the express authorization of one of the producers, that allows us to expose as an example, a case of application in his company producing wood items for domestic marketing and expanding its market abroad for export of their products. This case is described under the name of: Uriel company: finest quality handcrafted to items of martial arts. Based on the above, a case of application of the TRIZ Methodology is described, which has allowed to expand a global and strategic vision of the scope of small producers, farmers, traders, innovators and entrepreneurs of a vulnerable social and economic sector, as well as technologically limited in our country. Key words: TRIZ Methodology, Innovation, creative strategy, Mexican companies.