Abstract
How can a Portuguese luxury brand stand out in the competitive footwear industry? Which internationalization strategies should the company uses and what are the most important resources that will sustain the firm competitive advantage in this market?Conceição Rosa Pereira & Cª., Lda is a Portuguese company that operates in the footwear industry and its most recognized by his own shoe brand – Luis Onofre. Besides operating in the footwear industry by commercializing the brand Luis Onofre the company also takes care of production for private labels.
This dissertation purposes a journey into the company history to understand the key milestones and to get to know the position of the company in the recent years. There will be the opportunity to comprehend the differentiation factors from the firm and to analyze the resources and the capabilities that enable to firm to have competitive advantages.
| Date of Award | 11 May 2017 |
|---|---|
| Original language | English |
| Awarding Institution |
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| Supervisor | Nuno Cardeal (Supervisor) |
Keywords
- Competitive advantage
- Resource-based theory
- Internationalization strategy
Designation
- Mestrado em Gestão
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