Fábio Lotti Oliva, Maria Cecília Sobral, Fernando Damasceno, Hélio Janny Teixeira, Celso Cláudio de Hildebrand e Grisi, Adalberto Américo Fischmann and Silvio Aparecido dos Santos
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;…
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.