Innovation as a strategy for the apple productive chain in Brazil

Author

Cruz, M.R. ; Camargo, M.E. ; Tissot, P.B. ; Severo, E.A. ; Milan, G.S. ; Russo, S.L. ; Silva, G.F.

Author_Institution

Post-Grad. Program in Adm., Univ. of Caxias do Sul, Caxias do Sul, Brazil

fYear

2012

fDate

11-13 June 2012

Firstpage

23

Lastpage

28

Abstract

The challenges of companies nowadays pass through the necessity to meet the diversity of events of everyday life. In this context, this study aims to propose alternatives to the apple productive chain in Brazil, focused in the innovation management. The aims is propose some actions to maintain the competitiveness of this segment, so the proposals are focused on strategies to make the chain innovative, especially in the commercialization process and also strategies directed to the consumer market. As result, the actions raised in the study can contribute to a direction that will bring more competition to the productive chain of Brazilian apples, both domestically and externally, as well as offer its members a greater profitability and return on investment.

Keywords

agricultural products; innovation management; investment; productivity; profitability; strategic planning; Brazil; apple productive chain; commercialization process; consumer market competition; innovation management strategy; profitability; return on investment; Certification; Commercialization; Companies; Interviews; Production; Technological innovation; Apple Productive Chain; Innovation; Strategy;

fLanguage

English

Publisher

ieee

Conference_Titel

Management of Innovation and Technology (ICMIT), 2012 IEEE International Conference on

Conference_Location

Sanur Bali

Print_ISBN

978-1-4673-0108-4

Type

conf

DOI

10.1109/ICMIT.2012.6225773

Filename

6225773