Competitiveness and innovation in Micro Brewers in the Northwest of Rio Grande do Sul

Abstract

Objetive: This article analyzes the features of microbrewery from the northwestern region of Rio Grande do Sul. Handcrafted beers have won the preference of many consumers, because its production formula is unique and the aromas and flavors are differentiated, which attracts new consumers. This paper discusses the competitive specificities of the companies, the features of the productive structure, the learning processes, the location advantages and the institutional structure that support the companies. Based on the literature on the innovative dynamics of the Neo-Schumpeterian, a survey was conducted with a structured questionnaire to support the analysis of the features and technological capabilities of the companies. The results show that the quality of the raw material, the innovations in the products and in the productive processes are extremely relevant for the survival of the companies in this market niche, since the competition is not manifested through prices, but through the differentiation (quality) of product. We concluded that the gourmetization process, that changed the behavior of the consumers, created a new market, which constitutes the main justification for the existence of microbreweries in the Northwest region. Other local competitive factors were not considered relevant by companies.