Abstract
This empirical article aims at recognizing how innovation contributes to competitive advantage achievement in a company which processes organic juice and wine. To this end, theoretical reference regarding innovation and competitive advantage is presented. In order to methodologically achieve the objective, the study used an exploratory qualitative approach based on in-depth interviews conducted with five managers of the company. The results allowed the innovation introduction analysis, specifically concerning the product and process, reflecting on the competitive advantage achievement. Even though the organic food division is still slightly represented in the market, prospects have shown that there will be a consumption increase of such products nationally and worldwide in the next few years.
Keywords:
Innovation; Competitive advantage; Organic juice and wine