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With flexible fuel technology, customers can choose gasoline, ethanol, or any mix thereof at the fuel station pump. This paper presents the endogenous and exogenous factors that influnced the development of a flexible fuel electronic injection system by Magneti Marelli Automotive Systems Brazil -the first to the market. This software-based architecture, launched commercially in 2003, is now the dominant flexfuel design in the Brazilian market. This article documents the emergence of a localdoi:10.4067/s0718-27242009000400009 fatcat:evwhissogzbjrdws4kog6bv7mi