Innovation as a strategy for the apple productive chain in Brazil

The challenges of companies nowadays pass through the necessity to meet the diversity of events of everyday life. In this context, this study aims to propose alternatives to the apple productive chain in Brazil, focused in the innovation management. The aims is propose some actions to maintain the competitiveness of this segment, so the proposals are focused on strategies to make the chain innovative, especially in the commercialization process and also strategies directed to the consumer market. As result, the actions raised in the study can contribute to a direction that will bring more competition to the productive chain of Brazilian apples, both domestically and externally, as well as offer its members a greater profitability and return on investment.