The document discusses Inovcluster, a cluster organization in Portugal that supports knowledge transfer and innovation for agro-industrial businesses. It presents Inovcluster's model for facilitating collaboration between businesses, higher education institutions, and other partners to identify market needs and develop new products and market niches. The model is demonstrated through a case study of Inovcluster and a higher education partner helping a wine company identify a new market niche, adjust its brand positioning, and define a new product and sales strategy.