Estratégias de inovação em cervejarias especiais da região metropolitana de Belo Horizonte (MG)

Abstract

This article is about existing innovations in special breweries in the metropolitan region of Belo Horizonte. With the advent of the production of special beers, we sought to understand the innovations generated by the sector and also which innovation strategies are used. To reach the proposed objective, the study used a qualitative-descriptive research with literature review, use of a semi-structured script for interviews during visits to breweries and with content analysis to systematize the data. After analyzing the data, it was noticed that incremental innovations occur in breweries. In addition, evidence pointed out that to seek to expand market share, special breweries make use of step-by-step and customer-oriented innovation strategies, but there is the use of the process-specialized innovation strategy only by those market-leading breweries that have greater reach to financial resources, specialized labor and greater productive capacity.