Management of a winery in Serra Gaúcha: competitiveness and risk

Authors

• Alyne Sehnem
• Adriana Locatelli Bertolini
• Sylvia Maria Azevedo Roesch
• Pelayo Munhoz Olea

DOI:

https://doi.org/10.17058/redes.v16i2.1632

Keywords:

Vinícola, Estratégia empresarial, Negociação.

Abstract

The families Amarone and Bergamaschi were united by blood ties and also by businesses. Their lives were marked by choices that they have taken in Brazil, after so many setbacks faced in nineteenth-century Europe. In 1999, with an excellent season and national favorable economic condition, it emerged the Amarone Cellar Fine Wines: winery located in the city of Bento Gonçalves, Rio Grande do Sul, result of the union and joining forces of the two families Amarone and Bergamaschi. The aim of this case in teaching is to encourage reflection and discussion on topics such as management strategy, competitiveness, organizational skills and comply with the environmental influences in everyday business. The case was developed for use in disciplines related to business strategy, business negotiation, entrepreneurship, preferably to undergraduate courses. The alternatives for analysis of the case related to teaching have educational content relating to strategic planning, strategic decisions, organizational skills, strategies of differentiation, Environmental Analysis, Competitive Analysis.