STRATEGIC CHOICE IN A COMPANY OF THE FOOTWEAR INDUSTRY: FRAMEWORK
The manufacturing strategy enables the business strategy to be implemented and sustained. Although the conceptual foundations date back to the 1960s, the fit between marketing and production remains a difficult task for managers. Footwear industries are confronted often with business options that involve branding strategies and contract manufacturing. This paper aims to propose a framework that allows, based on organizational capabilities, set most appropriate business strategy, branding or contract manufacturing. Furthermore, this research seeks to promote integration between the theories on the use of organizational resources, branding and contract manufacturing strategies and factories-within-a-factory (FWF). A case study in a medium-sized company in the footwear industry was developed to illustrate the proposed model, seeking to exemplify and analyze their applicability to real cases. The study results are limited by the case itself. The applicability of the framework is also limited by the case to which it was applied. For future work, we suggest the practical implementation of the conclusions from this research.
PaperID: p 1726-1739
Author's Name: Timóteo André Stüker, Fabrício Eidelwein, José Antonio Valle Antunes Jr and Miguel Afonso Sellitto