Internationalization of companies: strategic perspectives in the leather and footwear sector

Abstract

Predominant strategic profiles of exporting leather and footwear companies in the state of Rio Grande do Sul, Brazil were identified to verify organized marketing activities and interrelationships between such variables. Literature suggests that strategic implementation depends upon the organization of marketing activities. A research of secondary data and a survey disclosed contradiction between the predominant strategic profile (prospector) and current structuring of the marketing area (bureaucratic type). Despite apparent contradiction, survey replies affirmed that the companies have a high marketing effectiveness (VORHIES; MORGAN, 2003) as measured by the achievement of objectives related to increased market participation, growth of sales and improved market position.