Inovação e estratégia : um estudo no mercado de cervejas artesanais brasileiro

• Autor(a) principal: Beni, Priscila Ferreira
• Data de Publicação: 2017
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações do Mackenzie
• Texto Completo: http://dspace.mackenzie.br/handle/10899/23624
• topic: inovação; estratégia; nicho de mercado; cervejas artesanais; CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS

Considering that organizations can innovate by offering services or products that their target wants, and competitive strategies as the way to permanently extend or conserve a sustainable market position (BESSANT, TIDD, 2009, FERRAZ, KUPFER, HAGUENAUER, 1995), the main goal of this research was to analyze the association of innovation and strategy in the Brazilian craft beers market. The importance of studying innovation in this sector was evidenced because, although it is internationally indicated innovation as the trademark of this market, there is a lack of Brazilian studies that investigate and analyze its existence and role in the national scenario. In addition, since strategic actions and marketing strategies of companies are the driving forces for innovation (CHESBROUER, 2003), the strategy was examined jointly because there were also no researches that investigated the innovation in the strategic scope of the companies in this sector. Due to the breadth of the strategy construct, it was decided to study it from the perspective of firm growth, external environment and positioning, resources and its generic aspect, relating it to the types and degrees of the innovation construct. In addition, despite the apparent rise of the craft beer market in Brazil, a deficit was found regarding the conceptualization and definition of craft beers and breweries, as a result of this, it was also tried to help fill this gap. As for the methodological procedures, the qualitative method was adopted with the use of the basic exploratory technique. Data collection was done from in-depth interviews with twelve craft beer producers in the São Paulo State, which is considered the most important state in this sector. As a data collection tool, a semi-structured script was used based on the literature review of this research. The data interpreted and analyzed pointed out that innovation is a decisive and essential factor for entry and growth, and the use of competitive strategies indicated that it is the way of how to act in the Brazilian craft beer market.