Differentiation and Competitiveness of Brazilian Fashion offer in International Market
| Autor(a) principal: | |
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| Data de Publicação: | 2016 |
| Outros Autores: | , , |
| Tipo de documento: | Artigo |
| Idioma: | por |
| Título da fonte: | RAM. Revista de Administração Mackenzie |
| Texto Completo: | https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7574 |
Resumo: | Purpose: The research seeks to understand competitiveness of Brazilian fashion export from the perspective of competitive advantage.Originality/Gap/Relevance/Implications: The study advances in Brazilian fashion comprehension acknowledging the distinctive elements that may compose fashion offer for the international market. It contributes to relate variables seldom investigated as competitive advantage, differentiation and internationalization of Brazilian fashion. As a practical contribution, the research can guide managers seeking to increase its offer abroad by listing distinctive elements of Brazilian fashion.Key methodological aspects: the study is supported by qualitative approach. Data were collected through in-depth interviews with market participants, five agents to support the insertion of Brazilian fashion in the international market four plaintiffs’ market agents (organizational consumers). We used the speech analysis technique to examine the data.Summary of key results: In order to compete internationally, Brazilian fashion supply may be based on: 1) design; 2) quality in sewing, cutting, machining, modeling, proper use of raw materials and comfort of the piece, 3) support and services; 4) development of attributes related to the country of origin, such as color, vibration, relaxation, joy, and image of Brazil, 5) deal prices suitable to offer.Key considerations/conclusions: Brazilian fashion abroad is still modest. Brazilian fashion managers can support their offer on attributes related to country of origin always focusing on global consumer, price and quality, since they still show inhibiting factors of the international performance of Brazilian fashion. |
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Differentiation and Competitiveness of Brazilian Fashion offer in International MarketDiferenciación y Competitividad de la Oferta de Moda Brasileña em el Mercado InternacionalDiferenciação e Competitividade da Oferta de Moda Brasileira no Mercado InternacionalBrazilian fashion. Competitive advantage. Fashion export. Differentiation. Competitiveness.Moda brasileña. Ventaja competitiva. Exportación de la Moda. Diferenciación. Competitividad.Moda brasileira. Vantagem competitiva. Exportação de moda. Diferenciação. Competitividade.Purpose: The research seeks to understand competitiveness of Brazilian fashion export from the perspective of competitive advantage.Originality/Gap/Relevance/Implications: The study advances in Brazilian fashion comprehension acknowledging the distinctive elements that may compose fashion offer for the international market. It contributes to relate variables seldom investigated as competitive advantage, differentiation and internationalization of Brazilian fashion. As a practical contribution, the research can guide managers seeking to increase its offer abroad by listing distinctive elements of Brazilian fashion.Key methodological aspects: the study is supported by qualitative approach. Data were collected through in-depth interviews with market participants, five agents to support the insertion of Brazilian fashion in the international market four plaintiffs’ market agents (organizational consumers). We used the speech analysis technique to examine the data.Summary of key results: In order to compete internationally, Brazilian fashion supply may be based on: 1) design; 2) quality in sewing, cutting, machining, modeling, proper use of raw materials and comfort of the piece, 3) support and services; 4) development of attributes related to the country of origin, such as color, vibration, relaxation, joy, and image of Brazil, 5) deal prices suitable to offer.Key considerations/conclusions: Brazilian fashion abroad is still modest. Brazilian fashion managers can support their offer on attributes related to country of origin always focusing on global consumer, price and quality, since they still show inhibiting factors of the international performance of Brazilian fashion.Objetivo: La investigación busca entender cómo funciona la competitividad de las exportaciones de la moda brasileña, desde la perspectiva de la ventaja competitiva.Originalidad/Laguna/Relevancia/Implicaciones: El estudio avanza en el conocimiento sobre la moda brasileña y los elementos distintivos que deben hacer su oferta hacia el mercado internacional. Contribuye por relacionar variables poco investigados como ventaja competitiva, diferenciación y internacionalización de la moda brasileña. Como contribución práctica, la investigación puede orientar a los dirigentes que buscan aumentar su oferta en el extranjero haciendo un inventario de los elementos distintivos de la moda brasileña.Principales aspectos metodológicos: el estudio se asienta en el enfoque cualitativo. Los datos fueron recolectados por entrevistas en profundidad con participantes del mercado, cinco agentes de apoyo a la inserción de la moda brasileña y cuatro demandantes, agentes internacionales de mercado (consumidores corporativos). Se utilizó la técnica de análisis de discurso para examinar los datos.Síntesis de los principales resultados: Para competir en el extranjero, el suministro de la moda brasileña debe basarse en: 1) diseño; 2) calidad de la costura, corte, mecanizado, modelado, el uso adecuado de las materias primas y el confort de la pieza, 3) apoyo y los servicios al cliente; 4) desarrollo de atributos relacionados con el país de origen, como color, vibración, relajación, alegría, y imagen de Brasil, 5) precios de oferta adecuados.Principales consideraciones/conclusiones: la inclusión de la moda brasileña en el exterior sigue siendo modesta. Gerentes de moda pueden apoyar su oferta en atributos relacionados con el país de origen, mirando el consumidor global, precio y calidad, ya que esos todavía son causas inhibidoras de la actuación internacional de la moda brasileña.Objetivo: A pesquisa busca compreender como se dá a competitividade da exportação de moda brasileira sob a perspectiva da vantagem competitiva.Originalidade/Lacuna/Relevância/Implicações: O estudo avança no conhecimento sobre a moda brasileira e os elementos distintivos que devem compor a sua oferta no mercado internacional. Contribui ao relacionar variáveis pouco investigadas como vantagem competitiva, diferenciação e internacionalização da moda brasileira. Como contribuição gerencial, a pesquisa pode orientar gestores que buscam incrementar sua oferta no exterior ao elencar elementos distintivos da moda brasileira.Principais aspectos metodológicos: o estudo é alicerçado pela abordagem qualitativa. Os dados foram coletados mediante entrevista em profundidade com agentes de mercado, sendo cinco agentes de apoio à inserção da moda brasileira no mercado internacional e quatro agentes de mercado demandantes (consumidores organizacionais). Utilizou-se a técnica de análise de discurso para analisar os dados.Síntese dos principais resultados: Para competir no exterior, a oferta de moda brasileira deve se apoiar no: 1) design; 2) qualidade na costura, corte, acabamento, modelagem, uso adequado da matéria-prima e conforto da peça, 3) suporte e serviços; 4) desenvolvimento de atributos relacionados ao país de origem, como cores, vibração, descontração, alegria, e imagem do Brasil, 5) oferecer preços adequados à oferta.Principais considerações/conclusões: a inserção da moda brasileira no exterior ainda é tímida. Gestores de moda brasileira podem apoiar sua oferta nos atributos relacionados ao país de origem sempre com foco no consumidor global e devem atentar ao preço e qualidade, pois esses ainda se mostram fatores inibidores do desempenho internacional da moda brasileira.Editora Mackenzie2016-02-12info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por Paresapplication/pdfapplication/mswordapplication/mswordapplication/mswordapplication/mswordapplication/mswordhttps://editorarevistas.mackenzie.br/index.php/RAM/article/view/7574Revista de Administração Mackenzie; Vol. 17 No. 1 (2016)Revista de Administração Mackenzie; Vol. 17 Núm. 1 (2016)Revista de Administração Mackenzie (Mackenzie Management Review); v. 17 n. 1 (2016)1678-69711518-6776reponame:RAM. Revista de Administração Mackenzieinstname:Universidade Presbiteriana Mackenzie (MACKENZIE)instacron:MACKENZIEporhttps://editorarevistas.mackenzie.br/index.php/RAM/article/view/7574/5573https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7574/9572https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7574/9573https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7574/9574https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7574/9575https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7574/9576Copyright (c) 2016 Revista de Administração Mackenzieinfo:eu-repo/semantics/openAccessSutter, Mariana BassiMacLennan, Maria Laura FerrantyPolo, Edison FernandesStrehlau, Vivian Iara2016-03-01T17:17:24Zoai:ojs.editorarevistas.mackenzie.br:article/7574Revistahttps://editorarevistas.mackenzie.br/index.php/RAM/PUBhttps://editorarevistas.mackenzie.br/index.php/RAM/oairevista.adm@mackenzie.br1678-69711518-6776opendoar:2016-03-01T17:17:24RAM. Revista de Administração Mackenzie - Universidade Presbiteriana Mackenzie (MACKENZIE)false |
| dc.title.none.fl_str_mv |
Differentiation and Competitiveness of Brazilian Fashion offer in International Market Diferenciación y Competitividad de la Oferta de Moda Brasileña em el Mercado Internacional Diferenciação e Competitividade da Oferta de Moda Brasileira no Mercado Internacional |
| title |
Differentiation and Competitiveness of Brazilian Fashion offer in International Market |
| spellingShingle |
Differentiation and Competitiveness of Brazilian Fashion offer in International Market Sutter, Mariana Bassi Brazilian fashion. Competitive advantage. Fashion export. Differentiation. Competitiveness. Moda brasileña. Ventaja competitiva. Exportación de la Moda. Diferenciación. Competitividad. Moda brasileira. Vantagem competitiva. Exportação de moda. Diferenciação. Competitividade. |
| title_short |
Differentiation and Competitiveness of Brazilian Fashion offer in International Market |
| title_full |
Differentiation and Competitiveness of Brazilian Fashion offer in International Market |
| title_fullStr |
Differentiation and Competitiveness of Brazilian Fashion offer in International Market |
| title_full_unstemmed |
Differentiation and Competitiveness of Brazilian Fashion offer in International Market |
| title_sort |
Differentiation and Competitiveness of Brazilian Fashion offer in International Market |
| author |
Sutter, Mariana Bassi |
| author_facet |
Sutter, Mariana Bassi MacLennan, Maria Laura Ferranty Polo, Edison Fernandes Strehlau, Vivian Iara |
| author_role |
author |
| author2 |
MacLennan, Maria Laura Ferranty Polo, Edison Fernandes Strehlau, Vivian Iara |
| author2_role |
author author author |
| dc.contributor.author.fl_str_mv |
Sutter, Mariana Bassi MacLennan, Maria Laura Ferranty Polo, Edison Fernandes Strehlau, Vivian Iara |
| dc.subject.por.fl_str_mv |
Brazilian fashion. Competitive advantage. Fashion export. Differentiation. Competitiveness. Moda brasileña. Ventaja competitiva. Exportación de la Moda. Diferenciación. Competitividad. Moda brasileira. Vantagem competitiva. Exportação de moda. Diferenciação. Competitividade. |
| topic |
Brazilian fashion. Competitive advantage. Fashion export. Differentiation. Competitiveness. Moda brasileña. Ventaja competitiva. Exportación de la Moda. Diferenciación. Competitividad. Moda brasileira. Vantagem competitiva. Exportação de moda. Diferenciação. Competitividade. |
| description |
Purpose: The research seeks to understand competitiveness of Brazilian fashion export from the perspective of competitive advantage.Originality/Gap/Relevance/Implications: The study advances in Brazilian fashion comprehension acknowledging the distinctive elements that may compose fashion offer for the international market. It contributes to relate variables seldom investigated as competitive advantage, differentiation and internationalization of Brazilian fashion. As a practical contribution, the research can guide managers seeking to increase its offer abroad by listing distinctive elements of Brazilian fashion.Key methodological aspects: the study is supported by qualitative approach. Data were collected through in-depth interviews with market participants, five agents to support the insertion of Brazilian fashion in the international market four plaintiffs’ market agents (organizational consumers). We used the speech analysis technique to examine the data.Summary of key results: In order to compete internationally, Brazilian fashion supply may be based on: 1) design; 2) quality in sewing, cutting, machining, modeling, proper use of raw materials and comfort of the piece, 3) support and services; 4) development of attributes related to the country of origin, such as color, vibration, relaxation, joy, and image of Brazil, 5) deal prices suitable to offer.Key considerations/conclusions: Brazilian fashion abroad is still modest. Brazilian fashion managers can support their offer on attributes related to country of origin always focusing on global consumer, price and quality, since they still show inhibiting factors of the international performance of Brazilian fashion. |
| publishDate |
2016 |
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2016-02-12 |
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info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares |
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article |
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https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7574 |
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https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7574 |
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por |
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por |
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https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7574/5573 https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7574/9572 https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7574/9573 https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7574/9574 https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7574/9575 https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7574/9576 |
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Copyright (c) 2016 Revista de Administração Mackenzie |
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Editora Mackenzie |
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Revista de Administração Mackenzie; Vol. 17 No. 1 (2016) Revista de Administração Mackenzie; Vol. 17 Núm. 1 (2016) Revista de Administração Mackenzie (Mackenzie Management Review); v. 17 n. 1 (2016) 1678-6971 1518-6776 reponame:RAM. Revista de Administração Mackenzie instname:Universidade Presbiteriana Mackenzie (MACKENZIE) instacron:MACKENZIE |
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