Carlos Santos : developing a strategy for an own brand of Portuguese handmade shoes
Autor(a) principal: | |
---|---|
Data de Publicação: | 2017 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/22754 |
Resumo: | Working in the Footwear industry since 1942, Carlos Santos launched a few years ago his own brand in the luxury international market offering a high-end quality shoe for the masculine segment. The business was based on private label contracts and in 1990 the company started producing Goodyear Welted shoes under its own brand named Mackjames. After a few years, the company decided to change the brand’s name to Carlos Santos Shoes. By adopting a Portuguese identity, the company had then established a starting point for a new Portuguese Handmade shoe brand. Carlos Santos Shoes is now an internationally known brand due to its Goodyear Welted shoes produced with the finest raw materials and exclusive details. Spreading its sales across the world, the company has established a solid position in Europe and keeps growing to Asia and the USA. This dissertation describes the evolution of the company since the shift from a private label based business to the creation of the own brand. By the re-organization of resources, the company was able to develop a strategy for its own brand creating and developing new capabilities at the same time. |
id |
RCAP_e0e5526036be5785335e458bf075f1a0 |
---|---|
oai_identifier_str |
oai:repositorio.ucp.pt:10400.14/22754 |
network_acronym_str |
RCAP |
network_name_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository_id_str |
7160 |
spelling |
Carlos Santos : developing a strategy for an own brand of Portuguese handmade shoesDomínio/Área Científica::Ciências Sociais::Economia e GestãoWorking in the Footwear industry since 1942, Carlos Santos launched a few years ago his own brand in the luxury international market offering a high-end quality shoe for the masculine segment. The business was based on private label contracts and in 1990 the company started producing Goodyear Welted shoes under its own brand named Mackjames. After a few years, the company decided to change the brand’s name to Carlos Santos Shoes. By adopting a Portuguese identity, the company had then established a starting point for a new Portuguese Handmade shoe brand. Carlos Santos Shoes is now an internationally known brand due to its Goodyear Welted shoes produced with the finest raw materials and exclusive details. Spreading its sales across the world, the company has established a solid position in Europe and keeps growing to Asia and the USA. This dissertation describes the evolution of the company since the shift from a private label based business to the creation of the own brand. By the re-organization of resources, the company was able to develop a strategy for its own brand creating and developing new capabilities at the same time.A trabalhar na indústria do calçado desde 1942, Carlos Santos criou há alguns anos atrás uma marca própria para o mercado de luxo internacional, oferecendo um sapato de gama alta para o segmento masculino. O negócio assentava em contratos de private label e em 1990 a empresa começou a produzir sapatos Goodyear Welt através da marca própria com o nome de Mackjames. Após alguns anos, a empresa decidiu mudar o nome da marca para Carlos Santos Shoes. Ao adoptar uma identidade portuguesa a empresa deu assim o primeiro passo para a nova marca portuguesa de sapatos handmade. Carlos Santos Shoes é hoje em dia uma marca conhecida internacionalmente devido aos seus sapatos Goodyear, produzidos com os materiais mais requintados e detalhes exclusivos. Com vendas em todo o mundo, a empresa apresenta já uma posição sólida na Europa, continuando a crescer para a Ásia e USA. A presente dissertação descreve a evolução da empresa desde a mudança de private label para marca própria. Com a re-organização dos recursos, a empresa desenvolveu uma nova estratégia para a marca própria criando e desenvolvendo novas capacidades.Cardeal, Nuno César de Jesus GuerraVeritati - Repositório Institucional da Universidade Católica PortuguesaCardal, Maria Inês Morais Soares da Silva2017-08-03T12:16:11Z2017-07-2620172017-07-26T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/22754TID:201725800enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:29:00Zoai:repositorio.ucp.pt:10400.14/22754Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:18:55.366097Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Carlos Santos : developing a strategy for an own brand of Portuguese handmade shoes |
title |
Carlos Santos : developing a strategy for an own brand of Portuguese handmade shoes |
spellingShingle |
Carlos Santos : developing a strategy for an own brand of Portuguese handmade shoes Cardal, Maria Inês Morais Soares da Silva Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Carlos Santos : developing a strategy for an own brand of Portuguese handmade shoes |
title_full |
Carlos Santos : developing a strategy for an own brand of Portuguese handmade shoes |
title_fullStr |
Carlos Santos : developing a strategy for an own brand of Portuguese handmade shoes |
title_full_unstemmed |
Carlos Santos : developing a strategy for an own brand of Portuguese handmade shoes |
title_sort |
Carlos Santos : developing a strategy for an own brand of Portuguese handmade shoes |
author |
Cardal, Maria Inês Morais Soares da Silva |
author_facet |
Cardal, Maria Inês Morais Soares da Silva |
author_role |
author |
dc.contributor.none.fl_str_mv |
Cardeal, Nuno César de Jesus Guerra Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Cardal, Maria Inês Morais Soares da Silva |
dc.subject.por.fl_str_mv |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Working in the Footwear industry since 1942, Carlos Santos launched a few years ago his own brand in the luxury international market offering a high-end quality shoe for the masculine segment. The business was based on private label contracts and in 1990 the company started producing Goodyear Welted shoes under its own brand named Mackjames. After a few years, the company decided to change the brand’s name to Carlos Santos Shoes. By adopting a Portuguese identity, the company had then established a starting point for a new Portuguese Handmade shoe brand. Carlos Santos Shoes is now an internationally known brand due to its Goodyear Welted shoes produced with the finest raw materials and exclusive details. Spreading its sales across the world, the company has established a solid position in Europe and keeps growing to Asia and the USA. This dissertation describes the evolution of the company since the shift from a private label based business to the creation of the own brand. By the re-organization of resources, the company was able to develop a strategy for its own brand creating and developing new capabilities at the same time. |
publishDate |
2017 |
dc.date.none.fl_str_mv |
2017-08-03T12:16:11Z 2017-07-26 2017 2017-07-26T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/22754 TID:201725800 |
url |
http://hdl.handle.net/10400.14/22754 |
identifier_str_mv |
TID:201725800 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
|
_version_ |
1799131882249519104 |