Vantagens competitivas oriundas da indicação geográfica: um estudo de caso da indicação de procedência Campanha Gaúcha

Abstract

The present study aims to analyze the process of adopting the Provenance Indication (IP) Campaign Gaúcha by the company Almaden, in Santana do Livramento/RS, seeking to identify the competitive advantages expected by the company, from this process. To achieve the objective, research was carried out characterized as a case study, which uses an investigation of an exploratory and descriptive nature, with a qualitative approach. Bibliographic and documentary research was accompanied by primary data collection, using a structured research instrument. Initially, the history of IP development in the region and the characterization of the Almaden Winery unit in Santana do Livramento are described, including its production process and product portfolio. Next, the company's IP adoption process is detailed, highlighting adjustments to production processes and strategies to ensure compliance with established regulations and obtaining the quality seal. Despite the limitations in obtaining specific data, such as the confidentiality of strategic information, the research reveals the main impacts of adopting IP on winery operations, from adjustments in production planning to strategies for differentiating and valuing products. The study highlights the transformative potential of IP Campanha Gaúcha for wine companies in the region, highlighting the importance of adaptive and collaborative strategies to consolidate competitiveness in the wine market