Purpose The purpose of this paper is to investigate if shared brands provide sustainable competitive advantage according to an adapted valuable, rare, imitability/replaceability and organization (VRIO) model to the Brazilian wine sector in the opinion of the government agencies, associations and managers of the wineries. Design/methodology/approach This study was based on a qualitative and exploratory research, based on in-depth interviews. Fine wines that have geographical indications and are located in the Brazilian state of Rio Grande do Sul were analyzed and content analysis was used to explore data. Findings It was concluded that shared brands in the Brazilian wine sector can be considered a source of sustainable competitive advantage according to the resource-based view. Research limitations/implications Qualitative research has the aspect of the subjectivity of the researcher when analyzing the data. Practical implications The government agencies, associations and wineries can improve the production process and seek certified products for commercialization in the domestic and foreign markets. These contributions may also, in practice, be used by other sectors and countries. Originality/value This work contributes to the understanding of the shared brand’s concept, including geographical indications, collective brands and the sector brands. The proposition that shared brands provide sustainable competitive advantage, according to an adapted VRIO model was confirmed. Barney’s VRIO framework (Barney, 1991, 1995) hitherto thought for individual companies, has the letter “O” of Organization replaced by the letter “A” of Association, becoming VRIA. The authors found that the four conditions that form the here proposed acronym VRIA are valuable, rare, imperfectly imitable/replaceable and association.

ResumoNo Brasil, o enoturismo surgiu como atividade regular a partir da década de 1990 e desde então tem crescido rapidamente. A principal região produtora de vinho e receptora de enoturistas no país é a Serra Gaúcha, no Rio Grande do Sul. Este artigo objetiva descrever as práticas de visitação turística das vinícolas da Serra Gaúcha com particular atenção em questões relacionadas ao histórico da visitação, à estrutura e organização receptiva, aos roteiros de visitação, aos produtos e serviços complementares, à comunicação e promoção, e à quantidade e perfil dos visitantes das vinícolas. Tais objetivos foram alcançados por meio de uma revisão bibliográfica, pesquisa documental e realização de entrevistas semiestruturadas com gestores de vinícolas que recebem visitantes, totalizando consultas a 14 propriedades. O trabalho revela o sucesso da atividade enoturística na Serra Gaúcha e detalhes sobre como tais resultados são alcançados. A simbiose entre turismo e a vitivinicultura é apontada como um dos principais fatores. Palavras-chave: Enoturismo; Vinho; Vinícolas, Serra Gaúcha, Brasil AbstractVisitation practices in the wineries of Serra Gaúcha: winemaking and tourism in South Brazil

Interferon-␣ 2b (IFN) is known to prevent and to reverse experimental liver fibrosis and damage. S-Adenosyl-l-methionine (SAM) is a well-known hepatoprotective substance. The aim of the present work was to determine the effect of the administration of both drugs simultaneously to bile duct-ligated rats. Administration of IFN (50 000 IU s.c.) and/or SAM (10 mg kg −1 i.m.) began 15 days after biliary obstruction and continued for a further 15 days. The liver was used for glycogen and collagen quantification. Bilirubins and enzyme activities were measured in serum. Either SAM or IFN ameliorated all markers of liver damage studied. However, when administered together their beneficial effects were markedly reduced. It is not possible to explain the antagonistic effect of these compounds on liver damage with the present data. More studies are needed to determine SAM-IFN interactions. tered together because the pharmacological effect can be antagonized.

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Purpose: Geographical indications (GIs) are considered a type of brand that is shared by companies in the same sector in order to highlight the origin of a product and have its quality recognized. They have been widely used in the wine sector. This study aims to verify whether geographical indications can be considered an internal resource that generates competitive advantage for the Brazilian wine sector. Furthermore, it also aims to: i) understand the purpose of creating a geographical indication; ii) understand the process of creating the geographical indication and the procedure for authorizing its use; iii) understand what are the unique intangible results obtained by a geographical indication; iv) check the vision of the future concerning the geographical indication.Design/methodology/approach: It was conducted in-depth interviews with government agencies, associations, and winegrowers in Rio Grande do Sul/Brazil.Findings: Therefore, GI projects can be resources that are difficult to copy or replace, building knowledge, identifying terroirs, and redefining production practices.Originality/value: It can lead to the achievement of sustainable competitive advantage with increased exports and differentiated products in the market.

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El presente artículo tuvo como objetivo abordar el tema de las redes sociales y su uso en nuestro país y el mundo entero. Se escogió como caso de estudio a Facebook, ya que de cada 10 personas, 8 lo utilizan en nuestro medio. Se comenzó con una explicación del origen de las redes sociales y luego se procedió a describir el entorno del Facebook, cuáles son sus menús de trabajo y qué opciones proporciona al usuario. Además, se mostraron estadísticas interesantes sobre su uso. Finalmente, se expusieron los datos reales que reflejan el mal uso de esta herramienta.