– 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.
– The methodological approach was qualitative/descriptive case study, supported by the theoretical framework on risk analysis and strategic analysis.
– 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.
– 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.
