Purpose – The purpose of this paper is to analyse the importance of innovation in the industry; factors that condition technological competitiveness at Magneti Marelli Controle Motor; analyse the risks and opportunities involved in the process of diffusion and management of flexfuel technology. Design/methodology/approach – The methodological approach was qualitative/descriptive case study, supported by the theoretical framework on risk analysis and strategic analysis. Findings – In a Brazilian market context, new technologies need to make cars more competitive in cost/price terms. Magneti Marelli had an innovative and important role in the development and implementation of this technology. Thus, it achieved a higher share of market and recognition of its entrepreneurial character. Originality/value – There are few academic papers that relate the topics risk, strategy and Innovation. Moreover, the paper reports a successful case of Brazilian innovation in the global automotive industry.
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Oliva et al. (2014) studied this question.
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