INNOVATION MANAGEMENT IN THE BREWER MARKET: THE WÄLS MADLAB CASE STUDY

Resumo

It is proposed a discussion about the beverage sector represented by craft (or special) breweries. It was observed a trend to create new businesses from the craft breweries and their emphasis in the world scenario. To mark this discussion, the following question was used as a starting point: is there any strategy for innovation management in the national breweries? The objective was to elaborate a paper that approaches this discussion and helps to elaborate a Brazilian literature on the subject. To reach this goal, a bibliographical research was carried out that involved academic works (theses, dissertations, scientific articles, books) and through the observation of the national sector’s behavior. It was concluded that even though the craft breweries sector is new, it begins to develop and to be concerned with the innovation management as a market strategy.