Strategic Practices of Outstanding National Wineries in The Brazilian Market

Informações

Código: EMA400
Divisão: EMA - Encontro de Marketing da ANPAD
Tema de Interesse: Tema 05 - Estratégias de Marketing e Marketing Internacional

Autores

Maximiliano Raul German Pisso (Mestrado Profissional em Gestão e Negócios (MPGN)/UNISINOS - Universidade do Vale do Rio dos Sinos) maxbrasil75@gmail.com
Guilherme Trez (Mestrado Profissional em Gestão e Negócios (MPGN)/UNISINOS - Universidade do Vale do Rio dos Sinos) gtrez@unisinos.br

Resumo

This work aimed to identify the strategic practices of outstanding national wineries on the Brazilian wine market from the perspective of Strategy as Practice. To conduct the survey, a multi-case study was developed in three Brazilian wineries, where the managers involved in strategic activities were interviewed and observed. Faithful to the recommendations of Strategy as Practice authors, this work seeks to understand how context's forces, past experiences, and firm's resources shape and guide the disposition of actors for a particular strategic choice that became ordinary practices.

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