Geographical indication as a strategic brand resource in the wine sector in Rio Grande do Sul/Brazil
DOI:
https://doi.org/10.5902/1983465934790Abstract
Purpose: Geographical indications (GIs) are considered a type of brand that is shared by companies in the same sector in order to highlight the origin of a product and have its quality recognized. They have been widely used in the wine sector. This study aims to verify whether geographical indications can be considered an internal resource that generates competitive advantage for the Brazilian wine sector. Furthermore, it also aims to: i) understand the purpose of creating a geographical indication; ii) understand the process of creating the geographical indication and the procedure for authorizing its use; iii) understand what are the unique intangible results obtained by a geographical indication; iv) check the vision of the future concerning the geographical indication.
Design/methodology/approach: It was conducted in-depth interviews with government agencies, associations, and winegrowers in Rio Grande do Sul/Brazil.
Findings: Therefore, GI projects can be resources that are difficult to copy or replace, building knowledge, identifying terroirs, and redefining production practices.
Originality/value: It can lead to the achievement of sustainable competitive advantage with increased exports and differentiated products in the market.
Downloads
References
Agostini, L., & Nosella, A. (2017). Interorganizational relationships in marketing: A critical review and research agenda. International Journal of Management Reviews, 19(2), 131-150. https://doi.org/10.1111/ijmr.12084.
Aichner, T. (2014). Country-of-origin marketing: A list of typical strategies with examples. Journal of Brand Management, 21(1), 81-93. https://doi.org/10.1057/bm.2013.24.
Aranda, E., Gómez, M., & Molina, A. (2015). Consumers’ brand images of wines. British Food Journal, 117 (8), 2057-2077. https://doi.org/10.1108/BFJ-08-2014-0299.
Barjolle, D., Quiñones-Ruiz, X. F., Bagal, M., & Comoé, H. (2017). The role of the state for geographical indications of coffee: Case studies from Colombia and Kenya. World Development, 98, 105-119. https://doi.org/10.1016/j.worlddev.2016.12.006.
Barney, J. B. (1986). Types of competition and the theory of strategy: Toward an integrative framework. Academy of management review, 11(4), 791-800. https://doi.org/10.5465/amr.1986.4283938.
Bruch, K. L., Vieira, A. C. P., & da Silva Barbosa, P. M. (2014). A comparative analysis on a differentiation perspective between collective trademarks and geographical indications in the Brazilian wine sector. In Proceedings of the 37th OIV Congress, Mendoza.
Bruwer, J., & Johnson, R. (2010). Place‐based marketing and regional branding strategy perspectives in the California wine industry. Journal of Consumer Marketing, 27, 5-16. https://doi.org/10.1108/07363761011012903.
Charters, S., & Spielmann, N. (2014). Characteristics of strong territorial brands: The case of champagne. Journal of Business Research, 67(7), 1461-1467. https://doi.org/10.1016/j.jbusres.2013.07.020.
Castro, V. A., & Giraldi, J. M. E. (2018). Shared brands and sustainable competitive advantage in the Brazilian wine sector. International Journal of Wine Business Research, 30 (2), 243-259. https://doi.org/10.1108/IJWBR-04-2017-0019.
Castro, V. A., Giraldi, J. M. E., & de Oliveira, J. H. C. (2018). Construction and operationalisation of sectorial brands: The case of the Brazilian winemaking sector from the perspective of different stakeholders. Wine Economics and Policy, 7(2), 153-164. https://doi.org/10.1016/j.wep.2018.10.001.
Copello, M. (2015). Anuário Vinhos do Brasil – Wines of Brasil Yearbook: panorama regiões, castas, enoturismo, produtores e dados do setor, Baco, Porto Alegre.
Falcão, T. F., & Révillion, J. P. P. (2010). A indicação geográfica de vinhos finos segundo a percepção de qualidade de enófilos. Ciência Rural, 40(2), 423-428. https://doi.org/10.1590/S0103-84782010000200031.
Farina, C., & Roloff, M. (2015). Conhecendo as marcas do Brasil. Vinhos do Brasil, 1 folder.
Grant, R. M. (1991). The resource-based theory of competitive advantage: implications for strategy formulation. California management review, 33(3), 114-135. https://doi.org/10.2307/41166664.
Iversen, N. M., & Hem, L. E. (2008). Provenance associations as core values of place umbrella brands: A framework of characteristics. European Journal of Marketing, 42 (5/6), 603-626. https://doi.org/10.1108/03090560810862534.
Lourenção, M. T.A, & Giraldi, J. M. E. (2017). Development of an identity model for sector brands. Journal of fashion marketing and management: an international journal. 21 (3), 317-340. https://doi.org/10.1108/JFMM-10-2016-0097.
Lourenção, M. T.A, Miyamaru, L., Giraldi, J. M. E., & de Pádua, S. I. D. (2019). Development of sectoral brands with emphasis on structure and processes. Business Process Management Journal, 26 (1), 24-58. https://doi.org/10.1108/BPMJ-09-2017-0254.
Maritan, C. A., & Peteraf, M. A. (2011). Invited editorial: Building a bridge between resource acquisition and resource accumulation. Journal of management, 37(5), 1374-1389. https://doi.org/10.1177/0149206310387675.
Menival, D., & Charters, S. (2014). The impact of geographic reputation on the value created in C hampagne. Australian journal of agricultural and resource economics, 58(2), 171-184. https://doi.org/10.1111/1467-8489.12033.
Morrison, A., & Rabellotti, R. (2017). Gradual catch up and enduring leadership in the global wine industry. Research Policy, 46(2), 417-430. https://doi.org/10.1016/j.respol.2016.09.007.
Niederle, P. (2011). Compromissos para a qualidade: projetos de indicação geográfica para vinhos no Brasil e na França (Doctoral dissertation, Universidade Federal Rural do Rio de Janeiro).
Pomarici, E. (2016). Recent trends in the international wine market and arising research questions. Wine Economics and Policy, 5, 1-3. https://doi.org/10.1016/j.wep.2016.06.001.
Peteraf, M. A. (1993). The cornerstones of competitive advantage: a resource‐based view. Strategic management journal, 14(3), 179-191. https://doi.org/10.1002/smj.4250140303.
Porter, M. E. (1980). Competitive strategy: Techniques for analyzing industries and competitors. New York: The Free Press.
Mas-Ruiz, F. M., Sancho-Esper, F., & Sellers-Rubio, R. (2016). The effect of collective brand on advertising productivity. British Food Journal, 118 (10), 2475-2490. https://doi.org/10.1108/BFJ-01-2016-0032.
Ruzzier, M. K., & De Chernatony, L. (2013). Developing and applying a place brand identity model: The case of Slovenia. Journal of Business Research, 66(1), 45-52. https://doi.org/10.1016/j.jbusres.2012.05.023.
SEBRAE & INPI. (2014). Sinais distintos coletivos: proteja sua região e seu produto – indicação geográfica e marca coletiva. INPI, SEBRAE, 2014. 1 folder.
Swaminathan, V., & Moorman, C. (2009). Marketing alliances, firm networks, and firm value creation. Journal of Marketing, 73(5), 52-69. https://doi.org/10.1509/jmkg.73.5.52.
Tregear, A., & Gorton, M. (2009). The challenges of sharing: brands as club goods. European Journal of Marketing, 43, (5/6), 826-842. https://doi.org/10.1108/03090560910947061.
Urde, M., & Greyser, S. A. (2016). The corporate brand identity and reputation matrix–The case of the nobel prize. Journal of Brand management, 23(1), 89-117. https://doi.org/10.1057/bm.2015.49.
Veilleux, S., Haskell, N., & Pons, F. (2012). Going global: how smaller enterprises benefit from strategic alliances. Journal of Business Strategy, 33 (5), 22-31. https://doi.org/10.1108/02756661211282768.
Von Krogh, G., & Roos, J. (1995). A perspective on knowledge, competence and strategy. Personnel review, 24 (3), 1995. https://doi.org/10.1108/00483489510089650.
Xie, H. Y., & Boggs, D. J. (2006). Corporate branding versus product branding in emerging markets: A conceptual framework. Marketing Intelligence & Planning, 24(4), 347-364. https://doi.org/10.1108/02634500610672099.
Warren, G., & Dinnie, K. (2017). Exploring the dimensions of place branding: an application of the ICON model to the branding of Toronto. International Journal of Tourism Cities, 3 (1), 56-68. https://doi.org/10.1108/IJTC-10-2016-0035.
Wernerfelt, B. (1984). A resource‐based view of the firm. Strategic management journal, 5(2), 171-180. https://doi.org/10.1002/smj.4250050207.
Published
How to Cite
Issue
Section
License
Copyright (c) 2021 Brazilian Journal of Management
This work is licensed under a Creative Commons Attribution 4.0 International License.
This journal remains the copyright holders of articles published. In order to be published, authors must sign the Copyrights Letter, which is sent to the authors by e-mail, thus granting rights, including on translation, to ReA/UFSM. The journal grants third parties the right to use, reproduce, and share the article according to the Creative Commons license agreement (CC-BY 4.0), as stated in the article’s PDF documents.
