Abstract

GUIMARAES, Antonio et al. A study in the viticulture industry in Brazil and Portugal. Rev. Portuguesa e Brasileira de Gestão [online]. 2014, vol.13, n.4, pp.56-72. ISSN 1645-4464.

This study aimed to investigate whether there were companies located in clusters whose leaders made their decisions based on cluster governance guidelines and, at the same time, on business networks governance guidelines, i.e., followers of dual strategic orientation. This is an exploratory research that can be classified as ex-post-facto and cross-section. Data collection was conducted through a survey with 55 companies located in two clusters of wine producers in Brazil and Portugal. The analyses were made from advanced statistical techniques and decision support method (Mudge method). The main results confirmed the existence of companies with dual strategic orientation and, due to the use of advantages and synergies of both strategies (cluster and business network), a superior competitive performance against competitors was also identified.

Keywords : Strategy; Cluster; Business Network; Supracorporate Governance.

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