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Risks and strategies in a Brazilian innovation – flexfuel technology

Fábio Lotti Oliva (Department of Business Administration, University of São Paulo, São Paulo, Brazil)
Maria Cecília Sobral (Department of Business Administration, University of São Paulo, São Paulo, Brazil)
Fernando Damasceno (Magneti Marelli, Sanford, North Carolina, USA)
Hélio Janny Teixeira (Department of Business Administration, University of São Paulo, São Paulo, Brazil)
Celso Cláudio de Hildebrand e Grisi (Department of Business Administration, University of São Paulo, São Paulo, Brazil)
Adalberto Américo Fischmann (Department of Business Administration, University of São Paulo, São Paulo, Brazil)
Silvio Aparecido dos Santos (Department of Business Administration, University of São Paulo, São Paulo, Brazil)

Journal of Manufacturing Technology Management

ISSN: 1741-038X

Article publication date: 1 July 2014

617

Abstract

Purpose

The purpose of this paper is to analyse the importance of innovation in the industry; factors that condition technological competitiveness at Magneti Marelli Controle Motor; analyse the risks and opportunities involved in the process of diffusion and management of flexfuel technology.

Design/methodology/approach

The methodological approach was qualitative/descriptive case study, supported by the theoretical framework on risk analysis and strategic analysis.

Findings

In a Brazilian market context, new technologies need to make cars more competitive in cost/price terms. Magneti Marelli had an innovative and important role in the development and implementation of this technology. Thus, it achieved a higher share of market and recognition of its entrepreneurial character.

Originality/value

There are few academic papers that relate the topics risk, strategy and Innovation. Moreover, the paper reports a successful case of Brazilian innovation in the global automotive industry.

Keywords

Citation

Lotti Oliva, F., Cecília Sobral, M., Damasceno, F., Janny Teixeira, H., Cláudio de Hildebrand e Grisi, C., Américo Fischmann, A. and Aparecido dos Santos, S. (2014), "Risks and strategies in a Brazilian innovation – flexfuel technology", Journal of Manufacturing Technology Management, Vol. 25 No. 6, pp. 916-930. https://doi.org/10.1108/JMTM-11-2012-0105

Publisher

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Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited

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