O Posicionamento Competitivo Como Ferramenta de Apoio à Transferência de Tecnologias

  • Lisandra Lunardi Embrapa Trigo/UTFPR
  • João Luiz Kovaleski UTFPR

Abstract

The present article has as objective to verify if the concept of competitive positioning is being used for the National Center of Research of Wheat (Embrapa Wheat) in the actions of transference of the generated technologies. To reach the objective considered in this study, the procedures used for the transference of the technologies generated for the company in the period of 2002 had been analyzed the 2004. As it has supported to the documentary analysis, it was used referencial theoretician on strategical marketing and competitive positioning. Through this analysis the company was evidenced that needs to improve its abilities to absorb, of more didactic form, the information proceeding from the market and, ahead of this, it leaves to use the positioning concept as foundation for the actions of transference of the generated innovations.

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Author Biographies

Lisandra Lunardi, Embrapa Trigo/UTFPR
Jornalista, Especialista em Marketing da Embrapa Trigo, Passo Fundo, RS e Mestranda do Programa de Pós Graduação em Engenharia de Produção da UTFPR-Ponta Grossa, PR
João Luiz Kovaleski, UTFPR
Professor do Programa de Pós-Graduação em engenharia da Produção da Universidade Tecnológica Federal do Paraná (UTFPR), unidade de Ponta Grossa, Paraná, Brasil.
Published
2006-08-28
How to Cite
Lunardi, L., & Kovaleski, J. L. (2006). O Posicionamento Competitivo Como Ferramenta de Apoio à Transferência de Tecnologias. Journal of Technology Management & Innovation, 1(3), 81-87. Retrieved from https://www.jotmi.org/index.php/GT/article/view/art13
Section
Research Articles