From offshore-provider to brand creator: fsQCA of footwear industry

• Type: Article in International Scientific Journal
• Date: 2016

Authors

Raquel Meneses (Author) FEP; Pedro Quelhas Brito (Author) FEP; Paulo Coelho Gomes (Author) Other

Journal

Title: Journal of Business Research

Vol. 69 No. 11

Pages: 5540-5546

ISSN: 0148-2963

Publisher: Elsevier

Indexing

ISI Web of Knowledge - 6 Citations

Scopus - 11 Citations

Other information

Authenticus ID: P-00K-K17

DOI: 10.1016/j.jbusres.2016.04.168

Abstract (EN): Portugal has become the second most expensive footwear brand manufacturer in the global market in just one decade. How does an offshore-outsourcing provider become a direct competitor with former clients? This study applies a fuzzy-set qualitative comparative analysis to 12 Portuguese footwear manufacturers and identifies the underlying factors of the managerial transition from an offshore-outsourcing provider to a direct brand manufacturer. The study finds that the transformation of external knowledge from the client into internal knowledge must occur first. But the decisive factor is the management's recognition that brand creation is a long-term investment and is less risky than remaining dependent on outsourcing. These findings contribute to the understanding of the transition to becoming a direct brand manufacturer.

Language: English

Type (Professor's evaluation): Scientific

No. of pages: 7