Abstract
This article discusses the decision-making process of Wine Producers Association of Altos Montes, at Serra Gaucha/Rio Grande do Sul/Brazil (APROMONTES) winegrowers and winemakers, in their process of adopting innovations to increase their competitiveness. To do that, we used the Prospect Theory. Data collection was conducted through interviews with 12 wineries, 25 winegrowers of APROMONTES wineries, and, as witnesses, seven winegrowers, members of the Rural Labor Union (STR), from Flores da Cunha, Rio Grande do Sul/Brazil. The results point to the fact that both the wineries and winegrowers support their decisions on heuristics of judgment, and, wine producers use mainly the affect, representative, anchoring and adjustment heuristics, while the wineries used representative and affect heuristics. In this perspective, we identified winegrowers as affective decision whose decisions are based primarily on emotional aspects. On the other hand, the wine makers as copier decision whose decisions are supported primarily by observing the decisions of other wine producers: The practice of overflow. Key words: Decisions, judgment heuristics, wine production sector.
Highlights
The Agro industrial System (SAG) Vitiviniculture located in the Serra Gaúcha/Rio Grande do Sul/Brazil hills products are facing strong price competition from products from other countries and even other producing regions in Brazil
The results point to the fact that both the wineries and winegrowers support their decisions on heuristics of judgment, and, wine producers use mainly the affect, representative, anchoring and adjustment heuristics, while the wineries used representative and affect heuristics
We adopted a qualitative methodology (PATTON, 1986) that allowed capturing the stories of life experiences, especially with regard to production and industrial processes surrounding the agribusiness systems, in this case, the wine industry of the Brazilian Serra Gaúcha, in its aspects of negotiation and decision to invest in technological innovations
Summary
The Agro industrial System (SAG) Vitiviniculture located in the Serra Gaúcha/Rio Grande do Sul/Brazil hills products are facing strong price competition from products from other countries and even other producing regions in Brazil. Generating demand for innovations in the production processes and management, and the creation of new products that can increase the sector's competitiveness (Protas et al, 2002; Visão, 2025, 2006). By adopting such innovations, the SAG sets.
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