Empreendedorismo Estratégico: Análise das Práticas de Exploration e Exploitation de uma Cervejaria Artesanal de Uberlândia

Abstract

The objective of this work is to analyze the configuration of strategic entrepreneurship in a craft brewery located in the city of Uberlândia, in the Triângulo Mineiro region. Specifically, the aim is to: characterize the enterprise studied; identify exploitation practices; identify exploitation practices. To this end, a qualitative case study was developed, together with a craft brewery located in the city of Uberlândia-MG. The operationalization of the investigation involving the use of interview techniques, documentary research and non-participant observation, forming a set of data analyzed using the content analysis technique. The results revealed different exploration practices, associated with the creation of new products and different ways of producing and marketing the drink, and different exploration practices, based on the introduction of improvements to increase product quality, improve productivity and efficiency production, access new consumers, and improve customer relationships, in order to enhance ambidextrous action in the beer market. The study allows us to conclude that the Brewery uses a set of exploration and exploitation practices to enhance its competitiveness in the craft beer market, establishing ways for it to differentiate itself from the competition and establish prospects for survival in this segment.