Banca de DEFESA: ALANA FORESTI

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : ALANA FORESTI
DATE: 22/11/2023
TIME: 14:00
LOCAL: Campus Bento Gonçalves e online - meet.google.com/oaj-gcwi-exn
TITLE:

STRATEGIC MANAGEMENT AND DEVELOPMENT OF EXPERIENCES WINE TOURISTS IN FAMILY WINERY

KEY WORDS:

Strategic Tools; Wine tourism; Family Businesses; Wine sector.

PAGES: 133
BIG AREA: Ciências Sociais Aplicadas
AREA: Administração
SUMMARY:

Strategic Management focuses on the development of companies through strategies that
improve their competitiveness. To this end, strategic tools are used to assist in the analysis and
perception of an organization's internal and external environments, facilitating the
understanding and perception of the company in relation to its market. In the context of
family agribusinesses, strategies differ from non-family companies, as they are enterprises run
by family farmers, with less production and processing of raw materials originating from
family labor. An important example of these family businesses are agribusinesses, such as
family wineries, the central object of this research. In this way, the present work aims to solve
the following problem: (i) how to adapt the available Strategic Management tools to small
companies such as family wineries? (ii) how, through the use of strategic tools, can family
wineries remain competitive in their market?; and, (iii) how, empirically, to apply strategic
tools in the context of small family businesses (wineries)? Therefore, the study aims to
develop a Framework for strategic and competitive analysis through Strategic Management
tools, adapted to the particularities of family businesses. Strategic tools assist in the
organization's competitive advantage and better decision-making at various points in Strategic
Management. Therefore, as a design, qualitative research was carried out, of an exploratory,
descriptive and explanatory nature, using a deductive methodology. The research in this study
was divided into five phases with a view to exploring Strategic Management tools and wine
tourism experiences with a focus on family wineries. From this analysis, at the winery that is
the focus of this study – Vinhos Foresti – located in Pinto Bandeira – RS, wine tourism was
observed as the main opportunity for improvement and, based on Experience Design, two
activities were suggested to be implemented on the property through the study of the
company's resources and availability. Thus, the artifacts of this study are the design of the
experiments and a scientific article prepared from this research. The study advances the
literature on Strategy and Tourism Management in family agro-industries (wineries), and
presents as its main theoretical and empirical contributions the proposition of the Framework
for strategic and competitive analysis in family businesses, as well as the propositions of
tourist experiences. It also seeks to contribute to the family agribusiness sector by presenting a
case study in practice, highlighting to managers the importance of using strategic tools and
planning for success and achieving organizational goals.

COMMITTEE MEMBERS:
Presidente - 1799310 - TATIANE PELLIN CISLAGHI
Interna - 1805938 - RAQUEL BREITENBACH
Externa ao Programa - 1853963 - HERNANDA TONINI
Externa ao Programa - 1809670 - TISSIANE SCHMIDT DOLCI