Banca de QUALIFICAÇÃO: WILLAMS PEREIRA LOPES

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
STUDENT : WILLAMS PEREIRA LOPES
DATE: 26/04/2021
TIME: 14:00
LOCAL: Google Meet
TITLE:

MARKET POLICY PROPOSAL FOR VALUATION OF COMMERCIAL ASSETS OF BRAZILIAN GEOGRAPHICAL INDICATIONS

KEY WORDS:

Indicação Geográfica, Acesso a Mercados, Comercialização, Política.

PAGES: 100
BIG AREA: Ciências Sociais Aplicadas
AREA: Administração
SUMMARY:

Marketing products in a structured and imperishable way is one of the major bottlenecks
found by holders of geographical indication (GI) records in Brazil. THE
from the research problem, on how to structure a marketing policy
for the valuation of Brazilian GI commercial assets, it was observed that there is no
structured method for offering certified products, based on good practices
market, and the absence of this path makes commercialization difficult. The overall objective
of this study is to structure a marketing policy for the valuation of assets
trademarks of Brazilian geographical indications. To achieve it, they are pointed out
specific objectives to identify the perceptions of the actors of the ecosystem of
support on the most appropriate model to enhance results, verify
the existing difficulties in the production chains and opportunities for inference of
strategic actions, stimulate the wide dissemination of the IG seal and encourage actions of
promotion of products, associating them with the distinctive sign. The research has
applied nature and uses the abductive method. Its approach is qualitative and has
exploratory objective, using the meta-study as research methods;
data collection, via survey; action research and Design Science research. You
data were collected through bibliographic and documentary research and
intensive and extensive direct observation, which were dealt with through the analysis
of content. It can be seen, as partial results, that a certain structure is missing
professional to develop coordinated actions to access new markets, in addition to
the lack of commercial promotion actions for the trademark sign, aiming at adequate
positioning. There is little support from the entrepreneurial ecosystem for the broad
disclosure of the seal and actions that support commercialization, in view of results,
in addition to the high technical and financial dependence of the producer groups, less
technically structured, which hinders the development of actions that can
raise the potential offered by a GI and the results needed for motivation
of the group.

BANKING MEMBERS:
Externo à Instituição - FRED LEITE SIQUEIRA CAMPOS - UFSC
Presidente - 1454996 - LUCIANA PEIXOTO SANTA RITA
Interna - 2120992 - SILVIA BEATRIZ BEGER UCHOA