Relação entre prioridades competitivas, inovação, e vantagem competitiva na cadeia produtiva da uva e vinho

Abstract

The search for Competitive Advantage has become fundamental to the survival and prominence of organizations. Thus the objective of this thesis was to analyze the relationship between Competitive Priorities, Product and Process Innovation in the creation of Competitive Advantage in the grape and wine production chain. Initially a bibliometric survey was carried out, which confirmed that the joint analysis of these theoretical constructs is still little explored, especially when dealing with agribusiness productive chains. The method of research was quantitative followed by qualitative. The quantitative research was carried out in the region of Serra Gaúcha, Rio Grande do Sul, Brazil. We interviewed 196 actors from the grape and wine production chain. The qualitative research was carried out in the region of Bairrada, Aveiro, Portugal with 6 actors from the grape and wine production chain. For the analysis, the Structural Equation Modeling technique was used. The results indicated that there is a positive and significant relationship between the Competitive Priorities, Innovation and Competitive Advantage. All hypotheses were confirmed with significance level of 5%. After the results obtained in quantitative and qualitative research, the Competitive Priorities were ordered according to the perception of the interviewees in both quantitative and qualitative research. Based on the ordering of the Competitive Priorities, cost reduction as the most important Competitive Priority, for the productive chain of the grape and wine of the Serra Gaúcha, Brazil, in the creation of competitive advantage and to the Bairrada region, Aveiro, Portugal, took second place. For the region of Bairrada, Aveiro, Portugal the most important Competitive Priority was the quality. Delivery and flexibility were priorities with the same classification both for the region of the Serra Gaúcha, Brazil as to the Bairrada region, Aveiro, Portugal.Thus, from the theoretical model proposed and empirically tested that is a contribution of this thesis, because it allows a better understanding about the relation of the Competitive Priorities to the grape and wine production chain. It can be observed that, in this context, Competitive Priorities can be considered as precursors or facilitators for innovation, thus helping grape and wine chain actors to make decisions. It may also make possible the redirection of investment strategies and actions in order to maximize the economic profits of the grape and wine chain, both in Brazil and in Portugal.