DECISIONS AND ACTIONS RELATED TO ENTREPRENEURSHIP AND INNOVATION: THE SCHULER FOOTWEAR CHALLENGE

• Autor(a) principal: Severo, Eliana Andréa
• Data de Publicação: 2012
• Outros Autores: Cruz, Marcia Rohr da, Olea, Pelayo Munhoz, Dorion, Eric, Guimarães, Julio Cesar Ferro de
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Administração (São Paulo. Online)
• Texto Completo: https://raep.emnuvens.com.br/raep/article/view/96
• topic: footwear industry; entrepreneurship; innovation; setor calçadista; empreendedorismo; inovação

In 1993, the Valley do Rio dos Sinos manufacturing park located in Rio Grande do Sul had about 1,950 footwear companies accounting for approximately 129,000 jobs and responsible for exporting around 201 million pairs of shoes. However, from 1994, significant changes took place in the competitive environment of these Brazilian footwear companies. The Valley do Rio dos Sinos footwear industries felt the impacts of this new competitive environment in different ways and subsequently adopted new technological and restructuring strategies. The main objective was to reduce production costs in order to remain competitive in price. The aim of this case study is to propose thoughts on the decisions and actions associated with entrepreneurship and innovation in the context of the footwear industry. This case seeks to raise a discussion and suggest the impact that arises from the strategic decisions made and to understand these increasingly competitive changing markets in a global scenario. It is recommended for use in undergraduate business administration courses, for the disciplines of organizational theories, business planning and guidelines, new business administration, international insertion strategy and competitive intelligence.