Determinantes do sucesso competitivo: o caso de empresas calçadistas brasileiras

Abstract

Brazil is today one of the main world shoe manufacuring. The Brazilian shoe industry is made up of several companies of different sizes which are spread out in different sites. The state of Rio Grande do Sul is the main producer and exporter. The current study had the objective to verify the adopted strategies by some gaucha manufacturing companies of the sector. It was selected and researched the ones considered leaders in the market of medium and large sizes, which have been presenting a highlighted growth. Most of them are located in Vale do Rio dos Sinos, the main Brazilian shoe site. As a result, it was testified the adoption of different strategic positions out of the pattern generically practiced by that industry. It was observed a diversification of markets and differentiation of products, manufactured with high quality, sold with the brand of the manufacturer and of agregated value. The units of production have divisions of creation and development. They are supplied in small lots, differently of th