Planejamento estratégico e visão baseada em recursos: um estudo de caso em uma organização do setor da moda.

Abstract

The fashion industry presents itself as an economically advantageous sector, so that competitiveness in this field is growing, putting pressure on organizations to continually improve their performance. In Brazil, this sector is mainly made up of micro and small companies, mainly in the state of Pernambuco, responsible for the second largest clothing hub, with an increasing need for training focused on the management area. In this sense, this study, knowing the gaps in the fashion industry and the importance of strategy, aims to “Strategically understand decision-making in a company in the clothing sector”. To this end, the case study is structured to (i) identify the organization's resources and capabilities, (ii) analyze organizational environments and their impact on strategy, (iii) formulate strategies to increase the organization's competitive advantage. As a result, the research contributes to the business environment, providing a suggestion for strategic direction, considering the development of new ventures. Furthermore, in the academic world, this research advances the literature by presenting points for improvement, alerting researchers about competitiveness in the clothing industry and presenting a range of possible new studies.