GLOBAL COMPETITIVE DYNAMICS AND INNOVATION IN THE BRAZILIAN WINE SECTOR: An analysis of Vale do São Francisco pole

Abstract

The wine sector is currently facing a transformation all over the world. Facing a surplus, it rebuilds itself. In Brazil, firms assist to the decline of their market share (but reflecting a tendency to protectionism) to imported wines although per capita consumption begins to overcome discreetly an historical stagnation with perspectives of sustainable growth. Thus, it is of utmost importance to look for new capabilities in order to achieve greater integration in a globally fragmented market and with low attractiveness rates. The wine pole of Vale do São Francisco (VSF), though emergent, already needs to find a new strategic innovative positioning. However, it reveals some innovative features. This study has as its main objectives (a) to analyze the strategic and innovative adaptations of local firms; (b) to propose innovative additional lines of strategic action; and (c) to perspective their success possibilities in the new globalized competitive environment. The methodological positioning is set out through the study of multiple and exploratory cases.