Factors Involved in the Implementation of Strategic Actions for the Promotion of the Geographical Indication Seal of the Clay Pots of Goiabeiras

Name: Camila Dalla Brandão
Type: MSc dissertation
Publication date: 04/07/2014

Namesort descending Role
Lucilaine Maria Pascuci Co-advisor *
Teresa Cristina Janes Carneiro Advisor *

Examining board:

Namesort descending Role
Lucilaine Maria Pascuci Co advisor *
Marcos Paulo Valadares de Oliveira Internal Examiner *
Teresa Cristina Janes Carneiro Advisor *
Victor Meyer Junior External Examiner *

Summary: Aiming to protect intellectual property which came from a specific region emerged the Geographical Indication (GI). The registration of GI is given to products or services typical of their place of origin, presenting unique qualities in terms of natural resources. Additionally, the GI is responsible for distinguishing these products from those commercially available. In this context, competent authorities such as Sebrae, MAP and INPI, have promoted strategic actions aiming to support the protection of know-how and therefore the traditional products of the regions. These entities are responsible for promoting the sustainability of the process together with producers, as well as spreading the seal to consumers. Thus, such initiatives need to be supported in order to deliver meaningful results for the development of regions and their products with the seal of IG. The Management Support of Geographical Indication Plan developed by Sebrae/ES has three pillars: improvement of production process, product promotion and sustainability of the process. This research, based on the theories of strategy and implementation of strategies, analyzes the intervening factors that contribute positively or negatively to the successful implementation of The Management Support of Geographical Indication Plan of Clay Pots from Goiabeiras, district in the city of Vitória, capital of Espírito Santo. The research is a case study of a qualitative nature, exploratory and descriptive ex-post-facto. Data were collected by means of documents (action plan Sebrae/ES, “Livro dos Saberes” and reports developed by specialized consultants) and through interviews with six agents of public policies and five “paneleiras” involved in the preparation and implementation of the action plan. For data analysis, it was adopted the methodology of content analysis with index set a posteriori. The Management Support of the GI Plan from “Paneleiras Goiabeiras” were grouped into three strategic actions seeking to identify intervening factors affected the implementation of each action studied: action1: strengthening the cultural aspects of the product, Action 2: Strengthening the social aspects of the product and Action 3: strengthening the economic aspects associated with differentiation by GI. The results have shown that in the Action 1 the intervening factor leadership exceeded expectations in implementing the strategies. On the other hand the political aspects, the monitoring of results and the organizational structure developed actions as planned, while the intervening factors culture and clarity in the strategies presented opportunities for improvement. In Action 2 only the intervening factors resources, culture and clarity in the strategies presented themselves in accordance with the proposed while the leadership and the organizational structure appeared as points of improvement opportunities. Finally, the Action 3 no intervening factor was highlighted as an opportunity for improvement. The organizational structure and policy issues presented themselves in agreement, while the resources and leadership exceeded expectations.

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