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Esta edição temática do Cadernos EBAPE.BR buscou como objetivo provocar uma reflexão voltada à arquitetura de uma agenda de pesquisa crítica sobre o campo das estratégias de inovação e das organizações em economias emergentes e suas implicações originais na academia brasileira. O conjunto de artigos aprovados nesta edição revela o espectro dos interesses nascentes dos pesquisadores brasileiros sobre este tema. Um primeiro grupo tem como foco de análise a dimensão das políticas de inovação destinadas a MPEs, agricultura e mineração, setores sensíveis pelo impacto ambiental e as bases de formação de ecossistemas de start-ups. O segundo conjunto de artigos teve como objeto de interesse o fenômeno da inovação em mercados emergentes, que foi analisado pelas abordagens da frugalidade, dos negócios sociais e da dinâmica de radicalidade organizacional. Por fim, compondo as principais contribuições teóricas e aplicadas desta edição, foram reunidos para este debate artigos que têm conexão com o tema da transformação digital ao considerar a indústria 4.0 e sua relevância para o BRICS, a gestão de cidades inteligentes e dos serviços intensivos em conhecimento. This special issue of Cadernos EBAPE.BR invites reflection around building a critical research agenda on the field of innovation strategies and organizations in emerging economies, considering the implications of such an agenda to the Brazilian academy. The published articles reveal the spectrum of upcoming interests of Brazilian researchers on this topic. The first group of articles focused on analyzing innovation policies aimed at SMEs, agriculture and mining, environmentally sensitive sectors, and the foundations of start-up ecosystems. The second group of articles focused on innovation in emerging markets, based on the approaches of frugality, social businesses, and the dynamics of organizational radicality. Finally, the articles published in this issue brought theoretical and practical contributions to the debate, discussing topics such as digital transformation, the industry 4.0 and its relevance to BRIC countries, and administration of smart cities and knowledge-intensive services. 17 4 886 894

Existing country image (CI) literature tends to focus on consumer behaviour. In contrast, this paper approaches CI from the point of view of the firm. In doing so, it seeks to identify the means by which international companies associate a brand with a specific country of origin in order to build brand values. In particular, it looks at the use of CI cues in brand strategies. The\ud paper is based on exploratory research comprising a case study of two contrasting companies from the cosmetics industry, Natura, a domestic company, and the French-owned L’Occitane, both of which draw on images of Brazil to build their brands. Specific elements of CI used in branding are identified, and the extent to which the use of these differs depending on the\ud origin of the owning company is explored. The cases suggest that CI can be exploited in different contexts. Through analysis of the elements used by both companies to build strong brands associated with the Brazilian CI—Natura Cosméticos and L’Occitane au Brésil—six tools are identified that can be combined by firms to deliver brand values, derived from any country, through the use of CI.