Submitted by Maria Almeida (maria.socorro@fgv.br) on 2017-04-18T18:33:02Z No. of bitstreams: 2 Wuppertal em Inglês.pdf: 313762 bytes, checksum: 40471c76c842397f909a71840479a4ad (MD5) POS DOC Alemão.pdf: 998614 bytes, checksum: a3bbf0c22a15a3625a02d94a7f28879c (MD5) / Approved for entry into archive by Maria Almeida (maria.socorro@fgv.br) on 2017-04-18T18:35:34Z (GMT) No. of bitstreams: 2 Wuppertal em Inglês.pdf: 313762 bytes, checksum: 40471c76c842397f909a71840479a4ad (MD5) POS DOC Alemão.pdf: 998614 bytes, checksum: a3bbf0c22a15a3625a02d94a7f28879c (MD5) / Made available in DSpace on 2017-04-18T18:35:56Z (GMT). No. of bitstreams: 2 Wuppertal em Inglês.pdf: 313762 bytes, checksum: 40471c76c842397f909a71840479a4ad (MD5) POS DOC Alemão.pdf: 998614 bytes, checksum: a3bbf0c22a15a3625a02d94a7f28879c (MD5) Previous issue date: 2017 / Being competitive in the production of food, using agricultural machinery with up-todate technologies and design, adjusted to the standards of international sustainability and serving customers, does not depend on the size of the company. It depends upon the awareness of the importance of defining the performance space that wants to be conquered in the market. Therefore, every agricultural machinery company needs to define the way it wants to be seen and remembered by its clients, which means the whole company being involved in the mechanization of agribusiness needs, in order to have a position in the market in which it is inserted. The present work aims to identify, based on the German company KRONE and Brazilian companies producing agricultural machines, the variables or positioning indicators that influence the decision making of farmers in the acquisition of high value agricultural machinery, guaranteeing design, sustainability and productivity. These variables can be used by companies to carry out the process of transferring technological innovations, aiming to increase or maintain their market share, by narrowing relations between agricultural producers and companies. The established positioning variables refer to farmers of greater perception when choosing a machine for a given crop. Thus, the relevant technical and / or behavioral factors that influence decision making at the time of purchase by food producers are identified. Through interviews with KRONE's business team and opinion formers in agribusiness, the motivations, perceptions, experiences, behaviors and intentions that directly interfere on the decision-making process are analyzed, and position variables are considered in this study. Knowing more about what and how their customers think, companies can improve their market position. For this reason, a new program for FGV was developed: Sustainability Machinery – Design. To get to know the Brazilian Market, 300 Brazilian Companies producing agricultural machines were interviewed. Companies are supposed to serve as partners in the new discipline, because they benefit from that. Furthermore, the concern with the proper design and sustainability of our world, takes a prominent place in the positioning variables.