Análise do cluster do calçado em Portugal: competitividade e internacionalização
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Data
2017
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Editora
Edições Universitárias Lusófonas
Resumo
Este artigo pretende analisar uma das áreas de actividade económica mais competitivas
de Portugal: o cluster do calçado. Embora ao longo dos últimos anos a economia
portuguesa tenha sido afectada por diversas perturbações económicas, a indústria
do calçado conseguiu manter-se como uma actividade competitiva e resiliente que
apostou na inovação e no aprimoramento de processos e política de comunicação
eficaz como estratégia principal de sobrevivência num mercado caracterizado pela
enorme competitividade e exigência. Neste contexto, este artigo tem como principal
objectivo analisar criticamente a evolução deste sector e verificar os principais desafios.
Em termos metodológicos, foram feitas duas entrevistas em profundidade aos responsáveis
pelo APUCCAPS além de uma análise qualitativa com base nos documentos
disponíveis. Verificou-se que o cluster do calçado se depara com desafios significativos,
mas independentemente desse facto, tem-se modernizado e adaptado a novas conjunturas
com bastante sucesso.
This article intends to analyze one of the most competitive economic in Portugal: the footwear cluster. Although the Portuguese economy has been affected by several economic disruptions in the last years, the footwear industry managed to remain as a competitive and resilient activity, resilient that has bet on a strategy of innovation, improvement of processes and effective communication policy in order to survive in a market characterized by an enormous competitiveness and demand. In this context, this report’s main objective is to analyze the developments in this sector critically and to check the main challenges. In methodological terms, two in-depth interviews were conducted to the APUCCAPS’s responsible beyond a qualitative analysis based on the available documents. It was verified that the footwear cluster faces significant challenges, but regardless of this fact, it has been modernized and adapted to new situations with great success.
This article intends to analyze one of the most competitive economic in Portugal: the footwear cluster. Although the Portuguese economy has been affected by several economic disruptions in the last years, the footwear industry managed to remain as a competitive and resilient activity, resilient that has bet on a strategy of innovation, improvement of processes and effective communication policy in order to survive in a market characterized by an enormous competitiveness and demand. In this context, this report’s main objective is to analyze the developments in this sector critically and to check the main challenges. In methodological terms, two in-depth interviews were conducted to the APUCCAPS’s responsible beyond a qualitative analysis based on the available documents. It was verified that the footwear cluster faces significant challenges, but regardless of this fact, it has been modernized and adapted to new situations with great success.
Descrição
R-LEGO - Revista Lusófona de Economia e Gestão das Organizações
Palavras-chave
COMPETITIVIDADE, INDÚSTRIA DO CALÇADO, MARKETING, RESILIÊNCIA, ESTRATÉGIA, COMPETITIVENESS, FOOTWEAR INDUSTRY, MARKETING, RESILIENCE, STRATEGY, GESTÃO, MANAGEMENT