STRATEGY AND INNOVATION IN ORDER TO BE COMPETITIVE IN A GLOBALIZED WORLD: AN EVOLUTIONARY ANALYSIS OF THE EMERGING WINE SECTOR IN VALE DO SÃO FRANCISCO (BRAZIL)

Resumo

Globalized and fragmented, the wine production sector reinvents itself. Producers of “new world wine” innovate in the wine sector management by means of industrial production logics. Brazil faces the challenge of reaching a wider global insertion. The emerging pole of Vale do São Francisco through a multiple, comparative and exploratory case study (2006 to 2010) presents an evolutionary phenomenology with some innovative features. The objective is to analyze the regional innovative strategic positioning and to present proposals to accrued innovative competitiveness.