Vantagens Competitivas SustentÁveis na IndÚStria Cervejeira: o Caso das Cervejas Especiais.

Important socioeconomics, demographics and cultural changes, as well as the role performed by the unobstructed flows of information afforded by the consolidation of globalization's process of markets, have impacted the consumer's behavior and transformed the standards of consumption in general terms. Those transformations in the standards of consumption have affected the conduct of productive sector, which, in interpreting the signs emitted by the demand, has reinvented itself in terms of strategic position. Within this context, the present article seeks to interpret the phenomenon of specialty beers and their implications for the competitive dynamic in the brewing industry in the light of strategic positioning analysis and in the resource-based view, theories, that seek to explain the process of appropriation of sustainable competitive advantages. The study concluded that, despite of acting in a highly concentrated market, the upward trend and sustained phenomenon of specialty beers has created great opportunities for the microbreweries, moreover, it is possible to interpret that phenomenon as a feasible possibility of reversal the concentration's trend of income generated by this sector. [ABSTRACT FROM AUTHOR]