Ferramenta de apoio ao desenvolvimento de gestão de organizações integrantes de indicações geográficas brasileiras

Abstract

The Geographical Indication, an industrial intellectual property instrument, establishes criteria that qualify the origin of production and differentiate products in the market due to the characteristics inherent to the region of production. Although there are many difficulties for the implementation and maintenance of GI, especially in post-registration, GI is a strategic tool that values products/ services, guarantees market space and protects producers against fraud and usurpation. This research sought to contribute to the management of Brazilian Geographical Indications (GI). To achieve good performance the GI must be well conducted, in fact it must be clear delegation of functions, control of production, maintenance and preservation of the regulated GI, since the management of any organization compromises the reputation of the products and actors involved, being able (in) to make possible the continuity of a production. The Resource-Based View (RBV) integrates a managerial perspective with an economic perspective, analyzing the relationship between the internal characteristics of the company and its performance. For this theory, the competitive advantage of the company comes from creating value through specific valuable internal resources, rare, inimitable/ irreplaceable and organization (VRIO). Considering that an IG has VRIO resources, it is verified that this can be analyzed from the perspective of the RBV theory. Therefore, the following question arose: which elements of management of organizational functions are perceived as relevant to the performance of entities that are members of IGs in Brazil? Since the granting of an GI implies in the contribution of the valuation of the attributes of organizational functions and, consequently, of regional development, given the absence of material or regulation of IGs post-concession of registration, the objective of this study was to outline a tool to support the development of the management environment of organizations that are members of Brazilian geographical indications, in light of the organizational result-oriented management. It will be a qualitative research and the method used was content analysis, with non probabilistic sampling for accessibility and data collection through in-depth interview. To achieve the objectives, interviews were held in October 2024 with 7 managers of IGs recognized by INPI. The data pointed to the need for management strategies for the following aspects: financial, human and material resources management; governance; representativeness; quality monitoring and control; marketing and promotion; innovation and sustainability. It was then outlined, necessary for a good performance of the GI, the following actions: organizational diagnosis, governance structure, strategic planning, knowledge transfer, marketing strategies, monitoring and evaluation. At the end, a didactic material was produced, easy to understand, applicable to all types of GI (goods and services), addressed to all the public involved with this type of intellectual property instrument. The material will serve as a basis for all types of GIs: consolidated, in the registration stage and for future applications. It is understood that the applicability of the product will assist in national development.