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O potencial das marcas portuguesas de calçado: criação e internacionalização
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Abstract(s)
O setor do calçado em Portugal, ao longo dos últimos anos tem vindo a ter um crescimento exponencial, tendo apresentado nas últimas duas décadas, maiores valores no que se refere à
exportação. As empresas de calçado em Portugal, apesar de reunirem todo um know how, limitamse, na sua generalidade, a operarem em regime de outsourcing, não arriscando na criação das suas
próprias marcas e, com isto, reposicionarem-se quer dentro, quer fora do país, apresentando um comportamento de aversão ao risco.
O que se pretende compreender através da presente dissertação é se as empresas dentro da indústria de calçado portuguesa podem ter maior crescimento e visibilidade ao desenvolverem a sua própria marca e procederem à sua internacionalização que, apesar das deficiências que o setor em Portugal apresenta, têm bastante potencial para que isso suceda, dado que, imensos países
subcontratam as empresas de calçado portuguesas para que lhe façam todo o processo, desde o design à sua produção, e que tem contribuído para a visibilidade da qualidade que as empresas de
calçado portuguesas oferecem. Muitas marcas internacionais querem que os seus produtos incluíam o Made in Portugal, pois, começam a aperceber-se que isso vende, e que cada vez mais, os países
europeus reconhecem a qualidade do país neste setor. Tendo por base os dados e as estatísticas relacionadas com esta indústria, assim como a visão positiva dos outros países face aos produtos
produzidos no país, pretende-se explorar o potencial das marcas portuguesas de calçado: criação
e internacionalização.
Para o desenvolvimento desta investigação recorreu-se primeiramente à revisão da literatura e posteriormente utilizou-se uma metodologia qualitativa tendo sido criada uma entrevista para o efeito, contando com um total de sete entrevistas feitas a uma amostra escolhida por conveniência.
As conclusões indicam que a internacionalização é efetivamente fulcral para as empresas se estas pretendem crescer e obter vantagem competitiva e, que, para o fazerem, requerem de competências
essenciais. É necessário salientar que as que desejem iniciar este processo enfrentarão inevitavelmente desafios e barreiras dependendo dos recursos humanos e financeiros que
possuam. No que concerne à criação de marcas, foi possível constatar que embora seja crescente o número de marcas próprias nacionais, o setor nacional de calçado ainda é composto
maioritariamente por empresas que trabalham com marca private label. Diversas empresas não optam pela criação de marcas próprias pelos riscos e custos elevados que são necessários. Por fim,
foi possível corroborar que o calçado “Made in Portugal”, tem cada vez mais êxito nos mercados internacionais, sendo detentor de um reconhecimento internacional no que se refere à qualidade, ao saber-fazer, e, mais recentemente à diversificação da oferta, estando a imagem do calçado português cada vez mais associada à moda, à criatividade e ao design.
The footwear sector in Portugal, over the past few years has had an exponential growth, having presented in the last two decades, higher values regarding exports. The footwear companies in Portugal, despite gathering all the know-how, limit themselves, in general, to operate in outsourcing regime, not risking in the creation of their own brands and, with this, repositioning themselves both inside and outside the country, presenting a risk averse behaviour. The aim of this dissertation is to understand if companies within the Portuguese footwear industry can have greater growth and visibility when developing their own brand and proceed with their internationalization that, despite the deficiencies that the sector in Portugal presents, they have enough potential for this to happen, since many countries subcontract Portuguese footwear companies to do the whole process, from design to production, and that has contributed to the visibility of the quality that Portuguese footwear companies offer. Many international brands want their products to include Made in Portugal, because they are starting to realize that this sells, and that more and more, European countries recognize the quality of the country in this sector. Based on the data and statistics related to this industry, as well as the positive view of other countries towards the products produced in the country, we intend to explore the potential of Portuguese footwear brands: creation and internationalization. For the development of this research, we first used a literature review and then a qualitative methodology, having created an interview for this purpose, with a total of seven interviews conducted with a sample chosen by convenience. The conclusions indicate that internationalization is effectively central for companies if they want to grow and gain competitive advantage, and that to do so they require core competencies. It should be noted that those wishing to start this process will inevitably face challenges and barriers depending on their human and financial resources. Regarding the creation of brands, it was possible to see that although the number of national private labels is growing, the national footwear sector is still composed mostly of companies that work with private label brands. Several companies do not choose to create their own brands due to the risks and high costs that are required. Finally, it was possible to corroborate that the footwear "Made in Portugal", is increasingly successful in international markets, holding an international recognition regarding quality, know-how, and more recently the diversification of supply, being the image of Portuguese footwear increasingly associated with fashion, creativity, and design.
The footwear sector in Portugal, over the past few years has had an exponential growth, having presented in the last two decades, higher values regarding exports. The footwear companies in Portugal, despite gathering all the know-how, limit themselves, in general, to operate in outsourcing regime, not risking in the creation of their own brands and, with this, repositioning themselves both inside and outside the country, presenting a risk averse behaviour. The aim of this dissertation is to understand if companies within the Portuguese footwear industry can have greater growth and visibility when developing their own brand and proceed with their internationalization that, despite the deficiencies that the sector in Portugal presents, they have enough potential for this to happen, since many countries subcontract Portuguese footwear companies to do the whole process, from design to production, and that has contributed to the visibility of the quality that Portuguese footwear companies offer. Many international brands want their products to include Made in Portugal, because they are starting to realize that this sells, and that more and more, European countries recognize the quality of the country in this sector. Based on the data and statistics related to this industry, as well as the positive view of other countries towards the products produced in the country, we intend to explore the potential of Portuguese footwear brands: creation and internationalization. For the development of this research, we first used a literature review and then a qualitative methodology, having created an interview for this purpose, with a total of seven interviews conducted with a sample chosen by convenience. The conclusions indicate that internationalization is effectively central for companies if they want to grow and gain competitive advantage, and that to do so they require core competencies. It should be noted that those wishing to start this process will inevitably face challenges and barriers depending on their human and financial resources. Regarding the creation of brands, it was possible to see that although the number of national private labels is growing, the national footwear sector is still composed mostly of companies that work with private label brands. Several companies do not choose to create their own brands due to the risks and high costs that are required. Finally, it was possible to corroborate that the footwear "Made in Portugal", is increasingly successful in international markets, holding an international recognition regarding quality, know-how, and more recently the diversification of supply, being the image of Portuguese footwear increasingly associated with fashion, creativity, and design.
Description
Keywords
Calçado português Internacionalização Marcas Portuguese footwear Internationalization