The objective of this paper is to present in summary form the dilemma that was placed in commercial aviation sector, about the insertion of new technologies and the entrance of new firms passed along the year of 2011.The emphasis is the position held by Embraer in this new scene, face to a double challenge that now appears: how to keep its prominent position in the segment that it leads (from 61 to 120 seats), upon the arrival of new competitors; and how to consider the possibility of stepping in a new segment which is historically led by the duopoly Airbus-Boeing (superior to 120 seats). The theoretical framework seeks to articulate these questions to Game Theory, instrument used by microeconomics to analyze the strategies of competitors companies in the sector and their decision making directly related and influenced by the opponent decision making. The decisions taken subsequently led Embraer to promote changes in aircraft engines of the E-Jet family, aiming to maintain the leadership in the segment, while the possibility of entering into a new segment was discarded.
technological games; Embraer; strategy; innovation; commercial aviation