O PROCESSO DE ESTRATÉGIA COOPETITIVA: UM ESTUDO DE CASO DE MICROCERVEJARIAS EM PORTO ALEGRE

MONTICELLI, JEFFERSON M.; SILVEIRA, ALEXANDRE B. DA; SILVA, LUCIANA M. DA

JEFFERSON M. MONTICELLI Correspondence concerning this article should be addressed to Jefferson M. Monticelli, Avenida Vítor Barreto, 2288, Centro, Canoas, Rio Grande do Sul, Brazil, CEP 92010-000. E-mail: jefferson.monticelli@unilasalle.edu.br

Centro Universitário La Salle (Unilasalle), Canoas, RS, Brazil.

Jefferson M. Monticelli, Business and Management Department, Universidade do Vale do Rio dos Sinos (Unisinos); Alexandre B. da Silveira, Business and Management Department, Pontifícia Universidade Católica do Rio Grande do Sul (PUC-RS); Luciana M. da Silva, Business and Management Department, Universidade do Vale do Rio dos Sinos (Unisinos). Jefferson M. Monticelli is now an Assistant Professor of Administration at Centro Universitário La Salle (Unilasalle); Alexandre B. da Silveira is now an Assistant Professor of Administration at Centro Universitário Ritter dos Reis (UniRitter), and Luciana M. da Silva is now an Assistant Professor and Head of Executive Programs at Business and Management Department at Universidade do Vale do Rio dos Sinos (Unisinos).

https://orcid.org/0000-0002-1605-7090

ALEXANDRE B. DA SILVEIRA

Centro Universitário Ritter dos Reis (UniRitter), Porto Alegre, RS, Brazil.

Jefferson M. Monticelli, Business and Management Department, Universidade do Vale do Rio dos Sinos (Unisinos); Alexandre B. da Silveira, Business and Management Department, Pontifícia Universidade Católica do Rio Grande do Sul (PUC-RS); Luciana M. da Silva, Business and Management Department, Universidade do Vale do Rio dos Sinos (Unisinos). Jefferson M. Monticelli is now an Assistant Professor of Administration at Centro Universitário La Salle (Unilasalle); Alexandre B. da Silveira is now an Assistant Professor of Administration at Centro Universitário Ritter dos Reis (UniRitter), and Luciana M. da Silva is now an Assistant Professor and Head of Executive Programs at Business and Management Department at Universidade do Vale do Rio dos Sinos (Unisinos).

https://orcid.org/0000-0002-5620-2125

LUCIANA M. DA SILVA

Universidade do Vale do Rio dos Sinos (Unisinos), São Leopoldo, RS, Brazil.

Jefferson M. Monticelli, Business and Management Department, Universidade do Vale do Rio dos Sinos (Unisinos); Alexandre B. da Silveira, Business and Management Department, Pontifícia Universidade Católica do Rio Grande do Sul (PUC-RS); Luciana M. da Silva, Business and Management Department, Universidade do Vale do Rio dos Sinos (Unisinos). Jefferson M. Monticelli is now an Assistant Professor of Administration at Centro Universitário La Salle (Unilasalle); Alexandre B. da Silveira is now an Assistant Professor of Administration at Centro Universitário Ritter dos Reis (UniRitter), and Luciana M. da Silva is now an Assistant Professor and Head of Executive Programs at Business and Management Department at Universidade do Vale do Rio dos Sinos (Unisinos).

https://orcid.org/0000-0003-1670-0629

Correspondence concerning this article should be addressed to Jefferson M. Monticelli, Avenida Vítor Barreto, 2288, Centro, Canoas, Rio Grande do Sul, Brazil, CEP 92010-000. E-mail: jefferson.monticelli@unilasalle.edu.br

Jefferson M. Monticelli, Business and Management Department, Universidade do Vale do Rio dos Sinos (Unisinos); Alexandre B. da Silveira, Business and Management Department, Pontifícia Universidade Católica do Rio Grande do Sul (PUC-RS); Luciana M. da Silva, Business and Management Department, Universidade do Vale do Rio dos Sinos (Unisinos).

Jefferson M. Monticelli is now an Assistant Professor of Administration at Centro Universitário La Salle (Unilasalle); Alexandre B. da Silveira is now an Assistant Professor of Administration at Centro Universitário Ritter dos Reis (UniRitter), and Luciana M. da Silva is now an Assistant Professor and Head of Executive Programs at Business and Management Department at Universidade do Vale do Rio dos Sinos (Unisinos).

Name of Portal	Channel or content researched and analyzed
Associação dos Cervejeiros Artesanais do Rio Grande do Sul (ACervA Gaúcha) (Association of Artisan Brewers of Rio Grande do Sul) (ACervA, 2016Associação dos cervejeiros artesanais do Rio Grande do Sul. (2016). Histórico. Retrieved from http://www.acervagaucha.com.br/associacao/historico http://www.acervagaucha.com.br/associaca... )	History, Mission, Views, and News.
AGM (Associação Gaúcha das Microcervejarias/Gaucho Association of Microbreweries) (AGM, 2016Associação Gaúcha de Microcervejarias. (2016). Posts. Retrieved from https://www.facebook.com/agm.org.rs https://www.facebook.com/agm.org.rs... )	History, Mission, Views, and News.
Babel Brewery	History, Mission, Views, and News.
Portoalegrense brewery	History, Mission, Views, and News.
Seasons Brewery	History, Mission, Views, and News.
Artisan Beers of Brazil	Bairro Anchieta Em Porto Alegre: Você Tem Que Conhecer. (Anchieta neighborhood in Porto Alegre: You Have to See It.)
Correio do Povo	Cresce Cultura da Cerveja Artesanal no RS. (Culture of Artisan Beers grows in RS.)
Escola da Cerveja (2016)Escola da Cerveja. (2016). Home. Retrieved from https://site.escoladacerveja.com.br. https://site.escoladacerveja.com.br...	History, Mission, Views, and News.
G1 RS	Com novecervejarias, bairro de Porto Alegre é polo para amantes da bebida. (With nine breweries, a neighborhood in Porto Alegre is a pole for those who love the drink)
Irmãos Ferraro Microbrewery	History, Mission, Views, and News.
Beer Art O Portal da Cerveja (2016)Beer Art O Portal da Cerveja. (2016). News. Retrieved from http://revistabeerart.com. http://revistabeerart.com...	3º Seminário de Gestão para Microcervejarias Artesanais, em Porto Alegre (the 3^rd seminary of management for artisan microbreweries in Porto Alegre - Event, free admission, as part of the actions to stimulate artisan breweries).
Sebrae (2017)Serviço Brasileiro de Apoio às Micro e Pequenas Empresas. (2017). Microcervejarias ganham espaço no mercado nacional. Retrieved from https://sebrae.com.br/sites/PortalSebrae/artigos/microcervejarias-ganham-espaco-no-mercado-nacional,fbe9be300704e410VgnVCM1000003b74010aRCRDm https://sebrae.com.br/sites/PortalSebrae...	Microcervejarias ganham espaço no mercadonacional. (Microbreweries gain space in the domestic market)
Semana da Cerveja (2016)Semana da Cerveja POA. (2016). Sobre a semana. Retrieved from http://www.semanadacerveja.com/ http://www.semanadacerveja.com/...	Sobre a Semana\Experiência e Negócio (About the Week\Experience and Business)
Zero Hora	Notícia sobre o Polo Cervejeiro e sobre a semana da cerveja (News about the Brewing Pole and about the beer week)

Category	Topics of Analysis
The process of inter-organizational learning, with the accumulation of trust among competitors.	Proximity; exchange of experiences; conjoint learning; access to suppliers; supply chain integration; cost reduction.
Intra-organizational is learning through exchanges with other competitors.	Information flow; qualification and training of the management.
Changes due to the external environment.	Changes in the relationships; sharings; frequency of contact; interactions and connections with other segments; market search.
Results from successful or unsuccessful previous experiences.	Conjoint action; integration with other sectors; participative processes; marketing expansion.

Position	Foundation	Firm	Type of approach/Technique
Director/Co-owner.	2013	Babel Brewery	Observations in the event, casual conversation at the event and interview by phone.
Director/Commercial.	2012	Portoalegrense Brewery	Observations in the event, casual conversation at the event and face-to-face interview at the local.
Director/Owner.	2010	Seasons Brewery	Observations in the event, casual conversation at the event and interview by phone.
Director/Co-owner	2009	Irmãos Ferraro Microbrewery	Observations in the event, casual conversation at the event and interview by phone.

Motivating Mechanisms	Common Goals	Processes Performed
Process of inter- -organizational learning with the accumulation of trust among competitors (Dahl, 2014Dahl, J. (2014). Conceptualizing coopetition as a process: An outline of change in cooperative and coopetitive interactions. Industrial Marketing Management, 43(2), 272-279. doi:10.1016/j.indmarman.2013.12.002 https://doi.org/10.1016/j.indmarman.2013... ).	Exchange of experiences; Conjoint learning; Access to suppliers; Supply chain integration; Cost reduction.	Foundation of the AGM; Search for quality raw material; Conjoint acquisitions; Product development and joint actions; Founding of the Beer School.
Learning inside the organization through exchanges with other competitors (Dahl, 2014Dahl, J. (2014). Conceptualizing coopetition as a process: An outline of change in cooperative and coopetitive interactions. Industrial Marketing Management, 43(2), 272-279. doi:10.1016/j.indmarman.2013.12.002 https://doi.org/10.1016/j.indmarman.2013... ).	Synergy; Information flow; Qualification and training of the management.	Partnership with SEBRAE-RS and creation of the POA and RS Brewer Pole for training, qualification, and synergy of the management, relationships, and production.
Changes due to the external environment (Dahl, 2014Dahl, J. (2014). Conceptualizing coopetition as a process: An outline of change in cooperative and coopetitive interactions. Industrial Marketing Management, 43(2), 272-279. doi:10.1016/j.indmarman.2013.12.002 https://doi.org/10.1016/j.indmarman.2013... ).	Changes in the relationships; Information sharing; Frequency of contact; Interactions and connections with other segments; Market search.	Foundation of ACervA in Rio Grande do Sul; Monthly meetings with beer producers from all over the State; Group creation of social networks with producers, suppliers, and partners from other sectors (hotels, bars, and restaurants).
Results from successful or unsuccessful previous experiences (Dahl, 2014Dahl, J. (2014). Conceptualizing coopetition as a process: An outline of change in cooperative and coopetitive interactions. Industrial Marketing Management, 43(2), 272-279. doi:10.1016/j.indmarman.2013.12.002 https://doi.org/10.1016/j.indmarman.2013... ).	Conjoint actions; Integration with other sectors; Participative processes; Market expansion.	Conjoint distribution; Partnership with other public and private sectors; Events; Creation of the Semana da Cerveja de POA (Beer Week in POA).

[1] Correspondence concerning this article should be addressed to Jefferson M. Monticelli, Avenida Vítor Barreto, 2288, Centro, Canoas, Rio Grande do Sul, Brazil, CEP 92010-000. E-mail: jefferson.monticelli@unilasalle.edu.br

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O PROCESSO DE ESTRATÉGIA COOPETITIVA: UM ESTUDO DE CASO DE MICROCERVEJARIAS EM PORTO ALEGRE

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