Production
https://prod.org.br/article/doi/10.1590/S0103-65132010005000022
Production
Article

Alterações nos fatores de competição da indústria calçadista exportadora devido à entrada de competidores asiáticos

Changes in competitive factors in footwear export industry due to arrival Asian producers

Pereira, Giancarlo Medeiros; Sellitto, Miguel Afonso; Borchardt, Miriam

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Resumo

Este artigo apresenta uma análise das modificações observadas entre 1990 e 2008 nos fatores de competição vigentes na indústria calçadista do Vale do Rio dos Sinos voltada à exportação para grandes redes de varejo nos Estados Unidos. Essas alterações resultam das novas condições de competitividade que lhes foram impostas pela entrada de competidores asiáticos, principalmente chineses, no mercado. Foi utilizada a metodologia do estudo de caso exploratório qualitativo. As principais técnicas de pesquisa foram a entrevista semiestruturada e o grupo focado com gestores especialistas. Foram entrevistados gestores praticantes e especialistas acadêmicos com atividades nas empresas. Como resultado, observou-se que os atores do processo de produção para exportação de calçados aumentaram a importância das dimensões diversidade de modelos, qualidade, inovação, velocidade e flexibilidade de produto e reduziram a importância das dimensões volume de produção e preço de venda. As dimensões design, performance e pontualidade permaneceram inalteradas. A principal contribuição do artigo é desvelar elementos que permitam a formulação de hipóteses para estudos futuros, mais completos, acerca do impacto das alterações mercadológicas sobre fatores competitivos e estratégia de produção.

Palavras-chave

Indústria calçadista. Estratégia de produção. Flexibilidade. Cadeia de suprimentos. Competitividade.

Abstract

The paper presents an analysis of the changes observed in competitive factors in the footwear industry aimed at the Brazilian-based export industry, due to the arrival of Asian producers, the Chinese in particular, in the market. The research method was a qualitative exploratory case study. The main research techniques were semi-structured interviews and focus groups. Managers, experts and academics involved in the companies participated. As a result, we discovered that the impact of these new producers has been to sharpen the following competitive dimensions: diversity of models, quality, innovation, speed of delivery and flexibility. The dimensions of volume and price declined in importance. The dimensions of design, performance and reliability of delivery remain unchanged. The paper’s main contribution is to postulate a research hypothesis to be tested in a future survey dealing with competitive dimensions in the industry.

Keywords

Footwear industry. Production strategy. Clusters. Supply chain. Competitiveness.

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