BEER WITH CULTURE: OPEN INNOVATION SUCH AS MARKETING TOOL
This article discussed the implementation of a project called Cerveja com Cultura based on the theory of open innovation and label marketing tools. Through a case study based upon interviews with the owner of the brewery and some customers, we collected data regarding the creation and the results ac...
| Authors: | ; ; ; |
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| Format: | Article |
| Status: | Published version |
| Publication date: | 2016 |
| Country: | Brasil |
| Institution: | UNISUL |
| Repository: | Revista Eletrônica de Estratégia e Negócios |
| Language: | Portuguese |
| OAI Identifier: | oai:portaldeperiodicos.animaeducacao.com.br:article/3694 |
| Online Access: | https://portaldeperiodicos.animaeducacao.com.br/index.php/EeN/article/view/3694 |
| Access Level: | Open access |
| Keyword: | Open Innovation Marketing Brewery. Innovación Abierta Cervecería. Inovação Aberta Cervejaria. |
| Summary: | This article discussed the implementation of a project called Cerveja com Cultura based on the theory of open innovation and label marketing tools. Through a case study based upon interviews with the owner of the brewery and some customers, we collected data regarding the creation and the results achieved with the creation of labels by local artists, as well as supporting materials such as frames and coasters for the beers. The results indicate relationship between Marketing and Open Innovation and increase the number of participant beers in this project. |
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