Shared brands and sustainable competitive advantage in the Brazilian wine sector

Abstract

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.

Metabolomics as a marketing tool for geographical indication products: a literature review

“…In this context, the origin of the product has emerged as a guarantee of food safety, quality, and differentiation, once the place connotations and emotional values transfer to the product [ 32 ]. Albeit certifications of origin vary across countries, one frequent link to the names of products is the geographical indication (GI), used when the product characteristics are strongly related to origin and know-how [ 20 ]. Considered a variety of intellectual property, GIs can comprise different levels of certification, such as the protected designation of origin (PDO) and protected geographical indication (PGI), depending on the product category, the portion of raw materials that come from the defined area or the number and which of the production processes take place there [ 31 ].…”

“…Once acquired, GI certification enables price premia and the access to new marketing channels, advantages that other producers may want to benefit from [ 82 ]. GIs can be considered an instrument for the valuation of goods that are territorially distinguished and recognized for their quality, depending on the region from where these goods come from [ 20 ].…”

Custos e benefícios de Indicações Geográficas: uma abordagem dos ativos específicos e custos de transação envolvidos no estabelecimento do registro de IGs de queijo no Brasil

“…Por conta dessas características anteriormente citadas é que as IGs são mencionadas como exemplos de ações coletivas (CALEMAN et al, 2017;DE ROSA et al, 2017;CASTRO;GIRALDI, 2018). Não apenas as IGs, mas o papel das ações coletivas em bens públicos agroambientais está entre os assuntos mais carentes de debate acadêmico e institucional (VANNI, 2014).…”

“…2-Determinação da obrigatoriedade de execução do processo de rastreamento tanto do rebanho, como da quantidade de leite e queijos produzidos mensalmente. FERNANDES, 2012;BARBOSA et al, 2013), a reputação garantida pelo vínculo com o terroir (BRAMLEY et al, 2009;GIOVANNUCCI et al, 2009;WIPO, 2013;HAJDUKIEWICZ, 2014;CASTRO;GIRALDI, 2018) e a necessidade de definição de um processo de produção (GREBITUS et al, 2011;CANAVARI et al, 2017) (HAJDUKIEWICZ, 2014;VIEIRA et al, 2015), o que pode estar relacionado ao saber fazerespecificidade humana -e tradiçõesuso de gado de corte (VALENTE et al, 2012;SOARES, 2012).…”

“…Tal análise já foi realizada, por exemplo, em ações coletivas de produtores relacionadas à projetos agroambientais, buscando observar os efeitos dos custos de transação existentes para a participação nas atividades (FALCONER, 2000). Nesse sentido, sendo as IGs resultados de ação coletiva (CALEMAN et al, 2017;DE ROSA et al, 2017;CASTRO;GIRALDI, 2018), justifica-se seu uso como conceito integrante a ser estudado.…”