A formação de alianças como estratégia para obtenção de vantagem competitiva: um estudo de caso sobre o arranjo produtivo local das cervejarias de Juiz de Fora - MG

Abstract

This paper aims to analyze how the breweries from Juiz de Fora / MG can achieve a competitive advantage through a strategic aliance characterized by a Local Productive Arrangement (LPA), and what are the challenges present in this initiative. To achieve this objective, a qualitative-descriptive research was performed, which is a case study method and the collection instruments used for document analysis and interviews with five LPA agents, which are divided into three blocks: breweries, represented São Bartolomeu and Escola Mirante breweries; development agencies, by the City of Juiz de Fora and by Sebrae / MG; Finally, suppliers, represented by Iruam Machinery and Equipment. The research result suggests the institutionalization of the União Cervejeira da Zona da Mata - UNICERVA - (Zona da Mata Brewing Union) as a key factor for the development of the LPA and for obtaining competitive advantage; recognizes the need to carry out a communication work to spread the beer culture of Juiz de Fora and it's region and reiterates the importance of mutual support between entities, promotion and development agencies, as well as the breweries themselves, aiming to leverage productivity and generate competitiveness.