Innovation as a competitive advantage issue: a cooperative study on an organic juice and wine producer

Conto, Samuel Martim de; Antunes Júnior, José Antônio Valle; Vaccaro, Guilherme Luís Roehe

doi:10.1590/0104-530X1677-14

Acessibilidade / Reportar erro

Brasil

Español English

sumário « anterior atual seguinte »

Sumário

Articles • Gest. Prod. 23 (2) • Apr-Jun 2016 • https://doi.org/10.1590/0104-530X1677-14 copy

Innovation as a competitive advantage issue: a cooperative study on an organic juice and wine producer

Authorship SCIMAGO INSTITUTIONS RANKINGS

Abstract

This empirical article aims at recognizing how innovation contributes to competitive advantage achievement in a company which processes organic juice and wine. To this end, theoretical reference regarding innovation and competitive advantage is presented. In order to methodologically achieve the objective, the study used an exploratory qualitative approach based on in-depth interviews conducted with five managers of the company. The results allowed the innovation introduction analysis, specifically concerning the product and process, reflecting on the competitive advantage achievement. Even though the organic food division is still slightly represented in the market, prospects have shown that there will be a consumption increase of such products nationally and worldwide in the next few years.

Keywords:
Innovation; Competitive advantage; Organic juice and wine

Beginning of the activity	In 2001, through a partnership with Centro Ecológico de Ipê/RS.
Main difficulties faced in the beginning	Suspicion by part of the producers; Internal and external cultural barriers; The amount is still underdeveloped.
Main difficulties faced over the activity	More recently, oversupply; Low bet on organic products by the big supermarket chains; Price abuse by part of the supermarkets; Consumer profile still very restricted.
Achieved competitive advantages	Being a product that encourages the order of other products from the firm; Providing a greater financial return to the cooperative and to the producers; Concern with sustainability; Image of a pioneer firm in the market of organic juice and wine.
Perspectives and challenges for the future	Developing a bottle with lower cost compared to the current glass one; Greater exposure of the organic products; Market growth of organic products.

Universidade Federal de São Carlos Departamento de Engenharia de Produção , Caixa Postal 676 , 13.565-905 São Carlos SP Brazil, Tel.: +55 16 3351 8471 - São Carlos - SP - Brazil
E-mail: gp@dep.ufscar.br

Acompanhe os números deste periódico no seu leitor de RSS

[1] Source: Elaborated by authors based on the in-depth interviews.