Sector brands are an alternative to the impossibility or inadequacy of developing national country brands. However, studies examining the subject are scarce. This article examines the development process of the Brazilian information technology sector brand and contributes to the understanding of sector brands. The empirical study is a case study of the Brasil IT+ brand, which was created to strengthen Brazilian information technology sector exports. The study concludes that the process of creating the Brasil IT+ sector brand was suitable according to the literature on brands, although certain aspects of the process could have been improved. For example, the brand could be adapted to each type of target audience and should control exports and the quality of the enterprises that conduct business under the brand. It was also possible to determine that the brand is investing in the construction of a competitive differentiator for the Brazilian sector, which will generate increasingly more competitive advantages for the enterprises that use the sector brand as a form of marketing in the international market
The capability for innovation of an organization has been appointed, as not just a differential factor, but also essential for its survival. This article uses the construct "ecosystem" to address this context. Because it is a relatively new term in the entrepreneurial environment, the aim of this study is primarily to clarify this concept. Then, since there is much connection between the construct "ecosystem" with the network theory, we seek to discern the aspects where they overlap of disagreement points. We concluded that both start from a fledgling open system, but as the ecosystem seeks formalize this system, network theory is more concerned with predicting the next change. In addition, the ecosystem also assists in the definition of network boundaries from a certain criteria. This second approach is addressed in this paper, which brings a mapping of the innovation ecosystem of a large Brazilian company, done by means of a study case. From the results and using the network theory concepts, it is discussed the leading role in the ecosystem and how the interconnections between actors can help and harm innovative activity.
AGRADECIMENTOSSou grata a Deus por todo o amor que tem por mim e por me dar tanto a agradecer neste momento.Agradeço a toda minha família pelo apoio e carinho. Em especial, aos meus pais Sebastião e Clarice pelo amor incondicional, pelos esforços e pela dedicação sem limites. Ao meu irmão Nelson e à minha prima-irmã, Karla, pelos conselhos e pelo companheirismo. The pursuit of sustainable development includes strategies such as increasing the use of renewable forms of energy that have less impact on the environment, that bring social benefits such as employment generation, scientific development, for example and bring economic benefits, such as cheaper access to energy and less dependence on oil, among others. In Brazil the main source of electricity generation is hydro needs to be supplemented in order to ensure a steady supply. A form of energy that has great potential generation in Brazil is the wind, which makes up only a small part of the Brazilian energy matrix, but it is gaining prominence in the auction because of their competitiveness. However, for the sector to consolidate in the country, there are still many challenges. This study aimed to understand the industry and these challenges. In addition to collaborating for the sector and help it to improve information and raise public awareness about renewable energy, the work can be of great value to the enrichment of the related literature, since it fills a gap in academic papers by analyzing the industry widely and using such methodologies. A qualitative research divided in two steps was developed. The first is an analysis of the industry and his environment, in which political-legal, economic, social, environmental and technological aspects, as well as opportunities and threats in the industry were analyzed. In a second step, in order to complement this analysis, an analysis of the system via the Soft System Methodology was held. For the proposed analyzes were collected secondary information, mainly used in the first part of the analysis and primary data collected through a semi-structured interview, which, together with information from the first step, the second step was analyzed. As completion of the work, were placed in the search for useful suggestions competitiveness of the sector. As the use of renewable energy is important to the search for sustainable development and that Brazil has great potential to make practice this strategy through the use of wind enrgy, it was realized that it is necessary to encourage the industry to develop new lines of financing, by investing in innovation and training of human resources, and undertaking public awareness in general and working for reducing the difficulties of implementing projects. This would demonstrate the country's efforts in the search for economic and social development that takes into consideration the environment and its sustainability, what should be done globally.
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