Title: Design and competitiveness in a Portuguese SME in the footwear industry: a case study

Authors: José M. Monteiro Barata; Rita Gomes Batista

Addresses: Instituto Superior de Economia e Gestão,Technical University of Lisbon (ISEG/UTL), Rua Miguel Lupi, 20, 1249-078 Lisboa, Portugal ' Faculdade de Arquitectura, Technical University of Lisbon (FA/UTL) Rua Prof. Cid dos Santos, Alto da Ajuda, 1349-055 Lisboa, Portugal

Abstract: The use of a case study approach, emphasising the role of design in companies, will be taken as an appropriate way to analyse competitiveness in a Portuguese SME in the footwear industry. Discussing, in particular, the design function, alongside recent initiatives in the field of marketing and innovation, we conclude that production and operations management is used not only as a means of cost optimisation but also as a specific driver of differentiation, particularly in achieving above average reputation in the business of subcontracting. This conduct has been supported by continued investment in design 'people' with a view to 'innovation by design'.

Keywords: business competition; design; innovation; footwear industry; case study; Portugal; production management; operations management; POM; differentiation; subcontracting.

DOI: 10.1504/IJBCG.2012.047825

International Journal of Business Competition and Growth, 2012 Vol.2 No.3, pp.256 - 272

Published online: 15 Nov 2014 *

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