Social Innovation in the Brazilian Wine Chain: Co-Creation of Innovative Ideas in Processes, Products and Services in a Multidisciplinary Environment.

The present paper aims to identify the process of social innovation of the Brazilian wine chain based on the analysis of information from literature review, previous studies and conducted interviews. The changes in the business environment, coupled with the restructuring of the productive processes of the industrial division between mass production and the new economy, have reshaped the set of competitive requirements, stimulating collective strategies. The impact of these strategies restructurings has reconsidered the advantages of single organizations and the advantages of hybrid collaboration arrangements. One of the ways to synchronize training and stay on the market is though the cooperation among organizations, which can help overcome needs that alone would be difficult to meet. These changes are driven by changes in the dynamics and demands of the external environment of organizations: competition, co-operation, co-creation, cocreation. As a consequence one obtains the exchange of information and knowledge between individuals, organisations and regions. The result of this synergy accelerates economic growth, especially in developing countries, which increases the number of competitors, extrapolating the local demographic region, and becoming international. Therefore, the present work seeks to deepen the analysis of the work involving the theme of social innovation, its actors and processes in the Brazilian wine chain, characterizing itself as exploratory and descriptive. The data surveyed in the southern region of Brazil, as well as the semi-structured interviews, occurred with actors linked to the main and auxiliary chain. After analyzing the data, the main results were: the wine chain carries out social innovations focused on the well-being of the stakeholders, as well as the sustainability of the sector. The data collected presuppose that the planning of the sector becomes sustainability with responsibility as long as the actors of the links of the chain have a strong connection. [ABSTRACT FROM AUTHOR]