Banca de QUALIFICAÇÃO: CARLA RODRIGUES DAL PRÁ SULIANI

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
STUDENT : CARLA RODRIGUES DAL PRÁ SULIANI
DATE: 26/05/2023
TIME: 14:00
LOCAL: meet.google.com/chq-ougd-owe
TITLE:

Strategic management for family winegrowers with an organic production system and the search for competitive advantages: the Aproces case of São Marcos/RS

KEY WORDS:

Competitiveness; family farming; Viticulture; Markets.

PAGES: 87
BIG AREA: Ciências Sociais Aplicadas
AREA: Administração
SUBÁREA: Administração de Setores Específicos
SUMMARY:

In a context of growing competitiveness and increasingly reduced profit margins, family farmers are challenged to seek strategies to ensure insertion of their products in the market, as well as differentiation to obtain competitive advantages, in addition to the constant search to conquer new markets by expanding their area. of acting. Thus, this project explores the theoretical universe of strategic management applied to the context of family farming, specifically family viticulture, to analyze potentialities that can contribute to the reality of farmers' businesses. The general objective of the project is to assess the difficulties and potentialities of the business model of family winegrowers, in order to contribute to the improvement of market competitiveness. Specifically, the objective is: (i) to identify and understand the productive strategies and bottlenecks and insertion in the market of family winegrowers; (ii) identify if there are and which are the territorial assets that can generate competitive advantages for family winegrowers and corroborate with market insertion strategies; and, (iii) suggest strategies and actions to improve the competitiveness of family winegrowers, according to the investigated context. For this research, a specific case study will be selected: Aproces - Association of Organic Producers of Campestre da Serra and São Marcos, based on the real problem of creating value for the grapes sold in natura by the Group. This project is a qualitative research effort and strategies such as: systematic literature review, case study, and methodology for raising awareness of the problem and ideation of Design Science Research solutions will be used to achieve the objectives. In-depth and face-to-face interviews will be conducted with the farmers, recorded and later transcribed to identify the categories of analysis based on Bardin's discourse analysis method. In the end, it will result in a useful artifact for the Group in the form of a diagnostic report for subsequent internal deployment in actions for changes and improvements towards the main objective.

COMMITTEE MEMBERS:
Presidente - 1805938 - RAQUEL BREITENBACH
Interna - 2390719 - MARILIA BONZANINI BOSSLE
Interna - 1799310 - TATIANE PELLIN CISLAGHI
Externa à Instituição - ALESSANDRA TROIAN - Unipampa