Indicação geográfica como recurso estratégico de marca na vitivinicultura do Rio Grande do Sul/Brasil
DOI :
https://doi.org/10.5902/1983465934790Résumé
Objetivo: As indicações geográficas (IGs) são consideradas um tipo de marca que é compartilhada por empresas de um mesmo setor com a finalidade de evidenciar a origem de determinado produto e para ter sua qualidade reconhecida. Elas têm sido amplamente utilizadas no setor de vinhos. O presente estudo busca verificar se as indicações geográficas podem ser consideradas um recurso interno que gera vantagem competitiva para o setor vitivinicultor brasileiro. Ademais, visa também: i) compreender o objetivo da criação de uma indicação geográfica; ii) entender como ocorre o processo de criação da indicação geográfica e o procedimento para autorização do seu uso; iii) compreender quais são os resultados intangíveis únicos obtidos por uma indicação geográfica; iv) verificar como está a visão de futuro em relação a indicação geográfica.
Desenho/metodologia/abordagem: Foram realizadas entrevistas em profundidade com órgãos governamentais, associações e produtores de vinícolas do Rio Grande do Sul/Brasil.
Achados: Conclui-se que os projetos de IG podem ser vistos como recursos difíceis de serem copiados ou substituídos e que constroem conhecimentos, identificando terroirs e redefinindo práticas produtivas.
Originalidade/valor: Isto pode levar ao alcance de vantagem competitiva sustentável com aumento das exportações e produtos diferenciados a serem oferecidos no mercado.
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