Cooperando e competindo: o caso da associação dos vinhos finos da campanha

Abstract

The wine industry in Brazil has been growing in recent years, especially when we think of the production of sparkling wines and juices. In Rio Grande do Sul, state in which is the biggest production of grapes and wines, which already has established and structured wine poles. A pole that has stood out in the state is the Gaucho campaign where there is significant number of producers of grapes and wines and wineries installed. In this region the soil characteristics and climate are conducive to growing grapes and quality wines, resulting in higher quality products. Accordingly, to strengthen the wine sector in Gaucho Campaign producers created the Association Fine Wines Campaign. Since its founding the Association have been developing actions to promote your brand, developing the sector in the region and establishment of the image campaign. Having as main objective the acquisition of indication of source. This brings numerous benefits to wines that have and so their businesses. This work was made in order to understand the association's strategy and of its members and understand the coopetition process thereof, in this regard the companies of Wine Association Campaign both cooperate to achieve the objectives for which the same part of the association and compete in the common market. To develop the case study method chosen to study more deeply the theme and the Association, interviews were applied to members and the representative of the Association of Wine Campaign in order to obtain the necessary information and understand the vision of the participants. For the interviews separate interview scripts were made to the associates and to the Association. From these interviews can be seen how important is the relationship of the Association and its members, even if these are positioned differently on many issues which somehow hinders the achievement of the Association goals. Through these conversations with associates it was also observed that each company gives some attention and value to the Association, as well as each company participates in more or less intensely Wines of the campaign. And it can be concluded that the Wine Association of the campaign carries the cooptation in complex network-grade balanced relationship. And the Association itself is a bigger competitive strategy of companies to the wine market, and that this strategy is in full development and will bring great achievements for participating companies and the industry