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Fatores de escolha de fornecedores "made in Portugal" para private labels de vestuário
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Resumo(s)
O paradigma do modelo de negócios mudou após vários choques competitivos na indústria transformadora do vestuário. Os serviços de produção ganharam prevalência no setor. Os retalhistas private label operam agora num contexto de fornecedores globais. Os serviços de negócios - servitização ou outsourcing - têm recebido crescente atenção da
academia, dos profissionais e dos legisladores através da compreensão do funcionamento do B2B private label - modelo de gestão de produção licenciada para terceiros por marca
própria. Esta cooperação intensificou-se, alicerçando a inovação no conhecimento e potenciando o retorno dos mercados. Considerando a importância da indústria têxtil no volume de exportações portuguesas, bem como a crescente preocupação em alavancar a marca país associada à origem de produtos de qualidade, o presente trabalho procura aferir os fatores decisivos na escolha de fornecedores externos para outsourcing de serviços de produção de vestuário e a importância do “Made in Portugal” para as Private Labels deste segmento. Os resultados sugerem que o binómio qualidade/preço é o fator determinante na escolha do fornecedor de outsourcing, seguido da confiança. Apesar de os clientes internacionais reconhecerem a boa qualidade dos produtos fabricados a nível nacional, os resultados sugerem que o “Made in Portugal” não revela uma fonte de valor acrescentado. Os resultados sustentam assim importância da aposta no marketing da marca Portugal como país de origem de produtos têxteis de qualidade.
ABSTRACT: The business model paradigm has changed after several competitive shocks in the apparel manufacturing industry. Production services have gained prevalence in the sector. Private label retailers now operate in the context of global suppliers. Business services - servitization or outsourcing - have received increasing attention from academia, practitioners and policy makers through the understanding of B2B private labels - third-party licensed production management model. This cooperation intensified, underpinning innovation in knowledge and enhancing the return of markets. Considering the importance of the textile industry in the Portuguese exportations, as well as the growing concern in leveraging the country brand associated with the origin of quality products, the present work seeks to assess the decisive factors in choosing external suppliers to outsource production services of clothing and the importance of “Made in Portugal” for the Private Labels of this segment. The results suggest that the quality / price ratio is the determining factor in choosing the outsourcing provider, followed by trust. Although international customers recognize the good quality of products manufactured domestically, the results suggest that “Made in Portugal” does not reveal a source of added value. The results support the importance of marketing Portugal brand as a country of origin of quality textile products.
ABSTRACT: The business model paradigm has changed after several competitive shocks in the apparel manufacturing industry. Production services have gained prevalence in the sector. Private label retailers now operate in the context of global suppliers. Business services - servitization or outsourcing - have received increasing attention from academia, practitioners and policy makers through the understanding of B2B private labels - third-party licensed production management model. This cooperation intensified, underpinning innovation in knowledge and enhancing the return of markets. Considering the importance of the textile industry in the Portuguese exportations, as well as the growing concern in leveraging the country brand associated with the origin of quality products, the present work seeks to assess the decisive factors in choosing external suppliers to outsource production services of clothing and the importance of “Made in Portugal” for the Private Labels of this segment. The results suggest that the quality / price ratio is the determining factor in choosing the outsourcing provider, followed by trust. Although international customers recognize the good quality of products manufactured domestically, the results suggest that “Made in Portugal” does not reveal a source of added value. The results support the importance of marketing Portugal brand as a country of origin of quality textile products.
Descrição
Palavras-chave
Private label Made in Portugal País de origem Serviços de outsourcing Têxtil português Fornecedores portugueses de vestuário B2B têxtil Country of origin Outsourcing services Portuguese textile Portuguese clothing suppliers B2B Textile
Contexto Educativo
Citação
MEIRELES, Maria José ; CASAIS, Beatriz (2019) - Fatores de escolha de fornecedores "made in Portugal" para private labels de vestuário = "Made in Portugal" vendor selection factors for private clothing labels. GESTIN. ISSN 1645-2534. Ano 15, nº 18/19, p. 213-228.
Editora
Escola Superior de Gestão de Idanha-a-Nova