BIO Web of Conferences
Volume 7, 201639th World Congress of Vine and Wine
|Number of page(s)||5|
|Section||Economy and Law|
|Published online||26 October 2016|
Innovation based on value co-creation: An alternative for Brazilian wine?
1 Master's student of Agribusiness, Federal University of Rio Grande do Sul-Av. Bento Gonçalves, 7712, Brazil
2 Institutional Scientific Initiation Scholar (PIBIC) at Federal University of Rio Grande do Sul, Rua Washington Luiz, 855, Centro Histórico, Brazil
3 Master's student of Agribusiness, Federal University of Rio Grande do Sul, Av. Bento Gonçalves, 7712, Brazil
4 Professor at Federal University of Rio Grande do Sul, Rua Washington Luiz, 855, Centro Histórico, Brazil
The Brazilian wine industry has been facing obstacles such as competition and high tax rates. Innovation is an alternative towards this scenario being it a major factor for any company's survival and growth in the market. Besides this, technological advances and access to information provide consumers with a larger number of choices and knowledge for an informed decision making. Despite differentiation efforts consumers did not obtain satisfaction. Customer interaction provides another way to generate innovation from its involvement in the production process (co-creation of value). The research was held in an awarded winery located in Bento Gonçalves (Brazil) with the objective of understanding how the process of value co-creation between Brazilian award-winning wineries and consumers influences innovation generation. It is an exploratory and qualitative study collected through in-depth interviews with a semi-structured script. The winery identifies beneficial effects in the production process resulting from interactions because it narrows the bond with the consumer creating a better understanding of the consumers as well as develop a more tailored offer regarding value. The innovations generated based on co-creation can be taken as an alternative to imposed barriers in the current Brazilian wine sector.
© The Authors, published by EDP Sciences 2016
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0 (http://creativecommons.org/licenses/by/4.0/).
Current usage metrics show cumulative count of Article Views (full-text article views including HTML views, PDF and ePub downloads, according to the available data) and Abstracts Views on Vision4Press platform.
Data correspond to usage on the plateform after 2015. The current usage metrics is available 48-96 hours after online publication and is updated daily on week days.
Initial download of the metrics may take a while.