GLOBAL COMPETITIVENESS AND BRAZILIAN
FOOTWEAR INDUSTRY: A LITERATURE REVIEW
FREDERICO ROMEL MAIA TAVARES
(prof_fred@hotmail.com)
URCA- UNIVERSIDADE REGIONAL. DO CARIRI
UNESP - CAMPUS DE GUARATINGUETÁ
JORGE MUNIZ Jr. (jorgemuniz@feg.unesp.br)
UNESP - CAMPUS DE GUARATINGUETÁ
PAULO SERGIO DUARTE DE ALMEIDA VALLADARES
(psdvalladares@gmail.com)
PETRÓBRÁS-PETRÓLEO BRASILEIRO S.A
1. Introdution
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Has strong competition imposed by products chineses.
Strategy low cost (Zhang & Huang, 2012).
Market globalized and competitive industry.
The most common strategies adopted are…
1. Introdution
Strategies:
 Tax incentives (Buxey, 2005),
 Low cost of labor (Grebre-Egziabher, 2007)
 Cluster (Franceschini & Azevedo, 2003 , Sousa, 2009).
1. Introdution
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The footwear industry, according to
ABICALÇADOS (2012):
15.3% increase in world production
16.5% of consumption in the period 2006-2010.
1. Introdution
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The selection of appropriate competitive strategies
for companies.
According:
Pereira, Sellitto & Borchardt (2010)
Guidolin, Costa & Rocha (2009) & Bimbatti (2007)
1. Introdution
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In Brazil, the main producing areas are…
RS (Sinos Valley), SP (Franca, Jau & Birigui) & CE
(Cariri).
The Brazilian footwear industry requires:
Strategies to balance international competitiveness
Regional development.
1. Introdution
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Footwear industry has importance economic in
several countries;
Deserving strategies and actions particular attention;
Objective this is paper:
To present an overview of the footwear industry in
Brazil
Global competition, as presented in the literature.
1. Introdution
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Analysis:
Theoretical based on the ISI Web of Science;
Articles published between the years
2003-2013.
2. Method
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Review literature
Method theoretical
Research in ISI Web of Science
Keywords: “strategy”and“footwear”
Engineering, Business e Economics
Period : 2003 to 2013.
2. Method
Figure 1:Growth of a) and b Publications) Quotes with
key word Source: Web Science (2013)
3. Global strategies of the footwear
industry
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Study growth on strategy in footwear industry;
The Study shows relevance;
Need to deepen the strategies studies;
Know strategies applicable to each type of industry.
3. Global strategies of the footwear
industry
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Applicable strategies shoes industries are presented in:
Zhang & Huang (2012),
Verdu, Gómez-Gras & Martinez-Mateo (2012)
Grebreeysus & Mohnen (2012).
3. Global strategies of the footwear
industry
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The survey revealed thirteen relevant studies :
3. Global strategies of the footwear
industry
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China (Zhang & Huang, 2012),
Brazil (Borchardt, Pereira & Sellitto, 2011),
Spain (Verdu,Gómez-Gras & Martinez Mateo, 2012),
USA,Áustria & South Korea (Ko et al., 2012),
Australia (Buxey,2005) (Connell & Voola, 2013) &
Ethiopia (Gebreeysus e Mohnen, 2012).
3. Global strategies of the footwear
industry
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Note the adoption of various strategies by industry
footwear,
Generic strategies,
Careful choice to compete,
Selection of segments and most attractive sectors
Control of strategically important resources
3. Global strategies of the footwear
industry
Zhang & Huang (2012)
 Chinese companies low cost strategy.
 High production volumes and location production.
Gebreeyesus & Mohnen (2012)
 Cluster Ethiopia. Impact of Asian products.
3. Global strategies of the footwear
industry
Grebe-Egziabher (2007)
 Innovation strategy for the footwear cluster in Ethiopia.
Buxey (2005)
 Focus on quality in the cluster of Australia.
Verdu, Gómez-Gras e Martinez-Mateo (2012)
 Location and geographic concentration of footwear
companies in Spain
3. Global strategies of the footwear
industry
Ko et al. (2012)
 Global market segmentation for sports shoes companies
Connell e Voola (2013)
 Knowledge sharing as a strategy in Australia
Navas-Almán (2011)
 Focus on higher value-added activities
3. Global strategies of the footwear
industry
Bimbatti (2007)
 Strategic tools for businesses cluster in Brazil.
Borchardt, Pereira & Sellitto (2011)
 Ecodesing as a strategy footwear industry in Brazil
Guidolin, Costa e Rocha (2009)
 Training that adds greater value to the product in
Brazil.
3. Global strategies of the footwear
industry
Francischini & De Azevedo (2003)
 Relocation of production strategy for firms in Brazil.
Pereira, Sellitto & Borchardt (2010)
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Increase the importance of consumer product.
4. Footwear industry in Brazil
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The shoe production in Brazil is relevant
Despite the drop in rates due to global crisis
The industry has recovered
4. Footwear industry in Brazil
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Direct jobs generated by the footwear industry in 2011;
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337,500 jobs, 3.33% of total workers in industrial
production.(ABICALÇADOS, 2012)
4. Footwear industry in Brazil
Producing regions of greatest prominence RS, SP & CE.
 Decreased production rates in the state of RS.
 Industrial production in CE highlighted the rise
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5. Producing regions in Brazil
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The industrialization of footwear and leather craft
culture;
RS production in Vale dos Sinos Region;
New Hamburg;
New Hamburg "Footwear Capital in Brazil."
5. Producing regions in Brazil
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The second largest footwear production SP;
The footwear activity begins in the nineteenth
century,
With the arrival of Italian immigrants.
5. Producing regions in Brazil
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The consolidation of manufactured production
occurred after 1920,
With emphasis on the production regions of
France, and Jau Birigüi.
5. Producing regions in Brazil
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Milaneze & Battle (2007)
Show the specialties of industries;
Franca production of men's shoes;
Birigui production of children's shoes;
Jau production of women's shoes.
5. Producing regions in Brazil
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Adopt strategy Cluster;
The Cluster Birigui: 159 companies;
Accounting for an average production of;
55 million pairs of shoes per year;
85% market children’s. (SCARPIN ET
AL.,2007)
5. Producing regions in Brazil
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Cluster Jau
Market women’s
180 enterprises;
Majority PME
Martins Jr. & Barbosa (2011)
5. Producing regions in Brazil
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The third shoe industry is located in CE;
Production concentrated mainly in the Cariri;
Cariri located to the south of the state.
Largest production hub (ARAÚJO,2011).
Majority PME
5. Producing regions in Brazil
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Strategy: cluster, government incentives,
incentive geographical location.
5. Conclusions
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The footwear industry caters largely production in
Brazil
Challenges of reducing costs of production sector
Increased competition in the sector
The industrial production of footwear worldwide
mutually relevant
5. Conclusions
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Despite the global economic crisis,
the sector has recovered with satisfactory
rates in recent years.
The industrial production of footwear in
Brazil has followed this trend.
5. Conclusions
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The research showed growth in studies on "strategy
footwear"
Challenges to overcome Chinese products industries.
In the present competitive market prices.
5. Conclusions
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The theory indicated similarities of footwear industries
Depend on the country in which they operate.
5. Conclusions
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The paper has identified key strategies in the world:
The geographical relocation of production;
The formation of Clusters;
Investment and technological;
Innovation among others.
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