Abstract

BARCELLOS, Paulo et al. The adoption of the strategy focus in differentiation: The Kosher wine case in the Brazilian market. Rev. Portuguesa e Brasileira de Gestão [online]. 2015, vol.14, n.3, pp.02-12. ISSN 1645-4464.

Strategy focused on differentiation involves supplying a product that is considered unique to consumers. Kosher product certification, based on religious regulations, ensures strict processes in the production of food to the consumption of Jews. Since the pagan rituals in ancient times, this culture has emerged and continues in our present days, with the prohibition of Jewish people to consume wine produced and handled by non-Jews. The aim of the study was to identify the positive aspects of the strategy with focus on differentiation in a winery of Vale dos Vinhedos (Brazil), from the production of Kosher wine. Therefore, there was a single case study with individual in-depth interviews for further analysis and data interpretation. The results showed that strategy focusing on differentiation used since the company’s foundation is perceived as the winery’s distinctiveness, by reaching out to a restrict and demanding target public, willing to pay more for a distinct product.

Keywords : Strategy; Focus Strategy in Differentiation; Competitive Advantage; Viticulture; Kosher Wine.

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