Title: Strategic choices and operations strategy: a multiple cases study

Authors: Ely Laureano Paiva, Luciana Marques Vieira

Addresses: Fundacao Getulio Vargas – Sao Paulo (FGV-EAESP), Av. 9 de Julho, 2029 – Bela Vista – 01313-902, Sao Paulo – SP, Brazil. ' Business School, Universidade do Vale do Rio dos Sinos/Unisinos, Av. Unisinos, 950 – CEP 930220 – 000, Sao Leopoldo – Brazil

Abstract: Global chains have a key role in a globally integrated economy. An operations strategy may align the decisions along these chains. Usually, studies in global chains are related to the governance within the supply chain. This study seeks to analyse how operations strategy and strategic choices are developed in global value chains with change in the competitive context. It presents multiple case studies from the Brazilian footwear industry. Those companies have developed operations strategies that are not based on the traditional cost-based approach. The results suggest that this strategic choice requires a clear adaptation between companies| competitive priorities and operations decisions. Moreover, strategic changes imply the development of new operational capabilities and affect companies| value chain.

Keywords: global value chains; operations strategy; competitive priorities; footwear industry; Brazil.

DOI: 10.1504/IJSOM.2011.042514

International Journal of Services and Operations Management, 2011 Vol.10 No.2, pp.119 - 135

Published online: 11 Mar 2015 *

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