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The purpose of this paper is to investigate if shared brands provide sustainable competitive advantage according to an adapted valuable, rare, imitability/replaceability and organization (VRIO) model to the Brazilian wine sector in the opinion of the government agencies, associations and managers of the wineries.

This study was based on a qualitative and exploratory research, based on in-depth interviews. Fine wines that have geographical indications and are located in the Brazilian state of Rio Grande do Sul were analyzed and content analysis was used to explore data.

It was concluded that shared brands in the Brazilian wine sector can be considered a source of sustainable competitive advantage according to the resource-based view.

Qualitative research has the aspect of the subjectivity of the researcher when analyzing the data.

The government agencies, associations and wineries can improve the production process and seek certified products for commercialization in the domestic and foreign markets. These contributions may also, in practice, be used by other sectors and countries.

This work contributes to the understanding of the shared brand’s concept, including geographical indications, collective brands and the sector brands. The proposition that shared brands provide sustainable competitive advantage, according to an adapted VRIO model was confirmed. Barney’s VRIO framework (Barney, 1991, 1995) hitherto thought for individual companies, has the letter “O” of Organization replaced by the letter “A” of Association, becoming VRIA. The authors found that the four conditions that form the here proposed acronym VRIA are valuable, rare, imperfectly imitable/replaceable and association.

This chapter historicizes the social construction of racism in Brazilian society and its relation to the development of the library and information science (LIS) field. It is a theoretical-reflective research built on the scientific literature of the field of LIS and related areas that aims at reflecting on social justice in Brazilian libraries and creating strategies to confront institutional racism. The authors develop five main points to understand Brazilian racism: the myth of racial democracy, structural and institutionalized racism, the whitening ideology, whiteness, and the epistemicide of black knowledge. The authors then discuss racism and the promotion of white supremacy in library teaching and professional action in libraries. Black US American and Black Brazilian Librarianship movements show that the activism and political action of black librarians advance the development of informational counter-narratives. Finally, the authors recommend three strategies for social, racial, and informational justice in the LIS field: including ethnic-racial studies in basic university courses curricula; building diverse, inclusive collections that account for ethnic-racial themes and authors; and considering “Pretuguese” keywords while indexing, in order to counter exclusion and promote epistemic repair. The authors conclude by advocating for these strategies to steer LIS professional and educational spheres toward contributing to forward an anti-racist society.