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Value Chain of Wineries: The Case of Aurora Winery from Bento Gonçalves – RS/Brazil

Fabrício Silva Barbosa 1, Miguel Afonso Sellitto 2, Cláudia Viviane Viegas 2, and Alessandra Santos dos Santos 3
1. Farroupilha Federal Institute of Sciences and Technology, São Borja/RS, Brazil
2. Rio dos Sinos Valley University (UNISINOS), São Leopoldo/RS, Brazil
3. Brasília University Centre (UniCEUB), Brasília/DF, Brazil

Abstract—The value chain could be a systematic way which would allow the analysis of the sources of competitive advantage, as well as the verification of the interaction of the company’s activities with other companies. It is important to point out that, in a globalized world, where being competitive is an indispensable condition to organizations, innovation becomes the greatest tool for creating the value and efficiency of the products, services and management of the companies and destinations. The present article aims at contextualize and analyze the operation of the value chain of large-scale wineries, taking as unit for analysis Aurora Winery, a company located in Bento Gonçalves, State of Rio Grande do Sul, Brazil. The region where this company is located, Vale dos Vinhedos (Vineyard Valley), is internationally known for its wine production and for activities linked to enotourism. This qualitative/exploratory research uses as methodology the structure of a case study. The results of the research indicate the importance of Enotourism as a booster activity for the regional and economical development. This activity is also responsible for the implementation of large-scale companies that use high technology in their processes, contributing to the economical development of the region.

Index Terms—tourism, chain value, wineries, services

Cite: Fabrício Silva Barbosa, Miguel Afonso Sellitto, Cláudia Viviane Viegas, and Alessandra Santos dos Santos, "Value Chain of Wineries: The Case of Aurora Winery from Bento Gonçalves – RS/Brazil," Journal of Industrial and Intelligent Information, Vol. 4, No. 2, pp. 141-146, March 2016. doi: 10.18178/jiii.4.2.141-146
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